New Brand Identity for Schneider
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New Brand Identity for Schneider: "Make it matter" as a Guiding Principle for the Future
A Strong Brand with a Clear Profile
With renewed energy and a clear vision for the future, Schneider (Writing Instruments) is presenting a fresh, modern brand identity from 2025 onwards. The traditional German brand, renowned for its high-quality writing products, is embracing an evolution that introduces new visual and conceptual elements. At the heart of this transformation is the inspiring claim “Make it Matter,” which redefines the company’s purpose and philosophy.
From Tradition to a Modern Brand Identity
For decades, Schneider has stood for quality, innovation, and sustainable production. Its previous slogan, “Schreib’s auf” (“Write it”), clearly communicated the company’s core expertise: writing. However, the brand has evolved beyond writing alone. Schneider’s products help capture ideas, emphasise messages, and add impact—they accompany creative processes and give meaning to things. This extended significance is now reflected in the new branding.
What’s Changing – and Why
With “Make it Matter,” Schneider is focusing on the true value of writing: everything put down on paper with a Schneider product carries meaning. This is reflected in a comprehensive overhaul of the brand presence:
- New logo & optimised colour scheme: A fresh, modern look underlines the brand’s evolution—dynamic and adaptable across all media.
- Unified identity: A consistent design approach across the three business areas—promotional-and branded writing instruments and the creative line (formerly Makers Line)—under one high-quality, contemporary brand image.
- Digital enhancement: Optimised colours and visuals tailored for a modern web presence and digital content.
- Expanded brand message: Schneider remains grounded and sustainable while emphasising the emotional value behind its core function.
A Strong Brand with a Clear Profile
This repositioning reinforces Schneider’s status as a leading brand with production based in Germany. “Our customers expect not only quality but also a brand with a strong ethos and identity. With ‘Make it Matter,’ we embody precisely that—creating clear values and a message that makes our products unique and valuable,” explains Schneider Writing Instruments’ management.
The transition will be rolled out gradually throughout 2025. From the logo and packaging to business cards, product catalogues, and digital platforms, the new design and brand strategy will be consistently implemented.
Schneider remains true to itself while seamlessly continuing its story—towards a future where quality, sustainability, and significance take centre stage. One thing is certain: writing is more than just an action—it is an expression of value and individuality. Schneider makes that visible—and meaningful. Make it Matter.