ABB is a European company, which was established in 1988 and headquarters in Switzerland. The corporation is known to be one of the world’s leaders in the electrical equipment industry, specialized mainly in robotic technologies and power areas. The group has been one of the Fortune500 lists for more than 20 years.
The logo of the European corporation is minimalist yet extremely bright and remarkable. The logo is composed of just three letters, but the style and color palette make it speak for itself.
Three bold red “ABB” letters are placed on a white background without any additional details. Instead of “windows” inside the letters, there is a white cross on each, formed by two thin lines. It resembles a target sign, of a puzzle for kids, but it does look powerful and reflects the energy and influence of the company.
On some of the versions, the light gray motto of the company is added. Placed on the right of the logotype, the “Power and productivity for a better world” inscription balanced the intense lettering, adding a sense of stability and professionalism.
The ABB logo is instantly recognizable. Once you see it, you will never forget it. A brilliant representation of a progressive and reputable company.
The wordmark is obviously executed in a custom typeface, but it is based on a traditional geometric sans-serif font, with neat and strong lines and distinct cuts. The inscription evokes a sense of solidness and stability, while the bright color adds a creative and energetic feeling to the logotype.