Haas Logo

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Haas Logo

Haas is the name of the machine-tool manufacturing company, which was established in 1983 in the United States. Today it is the biggest world’s company in its segment and its tools and accessories are distributed all over the globe.

Meaning and history

Haas Logo history

The Haas visual identity is bright and powerful. Composed of a wordmark and an emblem placed inside the square, the company’s logo is executed in the red and white color palette, which is a reflection of a strong and passionate brand.

The Haas wordmark in all the capital letters is placed on the bottom part of the red square and written in a bold custom sans-serif typeface, which is slightly elongated and italicized.

The white lines of the letters star outside the red square with rounded angles and create a sense of movement and dynamics.

The Haas emblem, placed above the wordmark, repeats the first letter of the brand’s name inscription. It is shifted to the right side of the square and has its elongated horizontal bars out of the frame, with a thin red outline.

Haas Logo

The “Haas Automation Inc.” tagline is placed under the emblem and executed in black, it is not even a part of the logo, simply an official reminder.

The red and white color palette of the Haas logo shows the company as powerful and progressive. The dynamic lettering adds movement and speed to the visual identity, while the thick white lines evoke a sense of safety and loyalty.