Schneider story

From Growth, Impact & Transformation

Continuous development is deeply rooted in our thinking. That’s why in 2025, we will also take a step further with our brand appearance. How Schneider sets the course for the future, can be read here.

Schneider-Markenstory-von-einer-Idee-zum-Marktfhrer

From an idea to market leader

On September 7, 1938, Christian Schneider and Erwin Blum founded the company Blum & Schneider OHG, a factory specializing in screws and turned parts, in Tennenbronn. That same year, Hungarian inventor László József Bíró became the first person to patent the modern ballpoint pen. When news of this innovation reached the Black Forest, the Schneider team immediately set to work developing pen refills. Their exceptional quality made Schneider the leading manufacturer of ballpoint pen refills by 1954. This flair for decisive developments and the courage to innovate laid the foundations for a success story.

Highest standards right from the beginning

“The excellent Schneider refill”: This was the beginning of a brand promise. For eight decades now, Schneider has been continuously developing innovative and reliable products from ballpoint pens to twin markers. For us, quality is not just an empty phrase, but a mission. With our production at two locations in Germany, we guarantee compliance with the highest ecological and social standards. The result of this consistent approach is the highest quality writing instruments "Made in Germany”. Despite its international success, the brand has always remained deeply rooted in the Black Forest and the Harz Mountains. As an owner-managed family business with a long history, we know that togetherness is above all else. That is why values such as fairness, accessibility and transparency are our top priorities in the company.

A lot was achieved together in this way. At the end of the 1950s, plastics technology was introduced into production, the range was expanded to include fountain pens and ink pens, bestsellers such as ballpoint pen K 15 were launched on the market and the competition was surprised with innovations such as Viscoglide® technology. Sustainability has always been a top priority in all of this. In 1998, Schneider was one of the first companies to commit to the EMAS environmental management system. Since then, specific environmental targets have been consistently implemented, constantly updated and certified by external assessments. All activities relating to sustainability are bundled under the motto #theschneiderway and were most recently honoured with the German Sustainability Award in 2024.

Milestones of the company history

"Schneider can look back with pride on over 80 years of existence. During this time, the working world has completely changed, the product range has become more diverse, and the world has become more digital. The gallery shows the most important moments to click through."

Leaving something meaningful

"Schneider has alway stood for “Pens for everyone”. Today, the brand goes one step further: Schneider puts something in people's hands to hold on to important things forever. So as not to lose focus in the flood of information. In order to express your own creativity. To structure processes or optimise workflows. Or to leave loved ones a small token of attention with a short note. Schneider supplies the writing instruments to make the world a better place together."

Significance:

One notion – three perspectives

Tanja, Team leader Domestic Sales

“From ballpoint pens to fineliners: we turn an everyday product into something special”, says Tanja enthusiastically. Her work is all about managing processes efficiently and optimising workflows. At the same time, it is important to always remain open to innovations. This motivates the team leader in internal sales every day anew. “Every person can make a difference. If we all pull together, we can achieve great things”. From product innovations to the many activities in the area of sustainability, Tanja appreciates the courage within the company to break with old habits and go its own way – independently and optimistically. “Everyone should be aware of what they do and how they do it. We all have a role model function”, she explains. That's why she is proud of the many energetic and creative minds that make up Schneider. They are the ones who constantly bring dynamism – whether in development, thinking or action. So, even after more than 80 years, there is no chance of standing still."

Alfred, former marketing manager, now retired

"Alfred has experienced three managing directors during his career at Schneider. In his 48 years with the company, he has not only grown as a personality from apprentice to head of the product marketing department – he has also accompanied Schneider's rise. Looking back, today's retiree realises: “Writing has changed a lot: A lot used to be written by hand. Today, only a signature is added here and a short handwritten note left there”. The challenge is to remain relevant in an increasingly digital world. For him, this is also the key to the future: staying alert, recognising changes and responding to them with innovation. Alfred admits however that this is no guarantee of success. But he adds: “Everyone has the opportunity to do their best”."

Jessica, trainee mechatronics engineer

"Even as a child, Jessica enjoyed accompanying her father to the factory and she knew that even then: “When I grow up, I want to work here too”. Hardly said, it was done! After an internship, she applied for an apprenticeship as a mechatronics engineer and is now in her third year of training. What makes working at Schneider special for her? “We do everything by ourselves – from the initial idea to the finished pen. You can follow everything step by step here. This means a lot to me”. For her, knowledge is the strong bond that connects everyone: The young learn from the old – the new give fresh inspiration to those who have been around for a long time. This openness for her is strength: Together, they are successfully continuing to write the Schneider story."

6 questions, Schneider answers

"At the beginning of their careers, still in the middle or already retired: Three strong personalities from the Schneider team provide insights into the company, what significance means to them, and which writing instrument they personally identify with."

The favourites from the Schneider range

"With ""the excellent Schneider refill” we initially entered the stationery sector. Today, our range includes much more. Whether ballpoint pens, gel pens, fineliners, markers, or DIY supplies: the selection of different writing instruments is large. Jessica, Tanja, and Alfred each have their personal favourites. Whether it’s the Reco, first ballpoint pen in the world that has been awarded the most famous eco-label ”Blue Angel” , the Slider Rave, which writes exceptionally smoothly and glides or the iconic K 1, which has already sold millions of times."

Variant Colour

+ 8 colours

Slider Rave

Ballpoint pen

Ballpoint pen with Viscoglide® technology for extraordinarily smooth and gliding writing. Eco-friendly and resource-saving *pen body made of 68% recycled plastic. Barrel colour pearl, writing colour blue, waterproof according to ink standard ISO 12757-2. With replaceable giant refill Slider 755 XB (extra broad) with wear-resistant stainless steel tip. This guarantees that the large ink supply can be fully used and does not smear. Ink dries quickly - even on smooth paper - and is smudge proof when highlighting it later on. The ergonomically shaped, generously rubberised barrel promotes tireless and relaxed writing. It has a sturdy metal clip and, thanks to the clever Plug+Play system, can use a variety of refill formats.

Variant Colour

K 1

Ballpoint pen

Ballpoint pen with sturdy metal clip and metal push button - an attractive design that has sold in millions. Writing colour green. With replaceable giant metal refill Medium (M), waterproof according to ink standard ISO 12757-2. The wear-resistant stainless steel tip guarantees that the large ink supply can be fully used and does not smear. Replacement refill Express 225 and Express 75.

The path to a new self-image

Over the decades, Schneider's importance in the market has increased. The product range was constantly expanded and the communication strategy was further developed. In particular, the importance of creativityhas recently moved more into the focus of brand communication. Despite all these changes, the brand design remained unaffected for a long time. However, due to far-reaching megatrends such as newly established communication channels and the associated change in media usage behaviour, the question arose: Will the brand appearance continue to meet these requirements? The time had come to rethink Schneider's image and realign it with today's media usage.

This extensive process began with a workshop with the Munich-based brand agency SCHMELTER BRAND DESIGN, which took place at the headquarters in Tennenbronn in spring 2024. Here, the strategic foundation was laid in a cooperative collaboration to define the direction of the Schneider brand until 2030. This targeted sharpening of the brand harboured enormous potential right from the start: the goal was defined as creating a coherent brand design that not only takes visual aspects into account – it should also credibly convey the brand's values.

New brand appearance

For a long time, the claim “Write it” stood for pens for everyone. In 2024, it was time to take this idea a step further. Why do you write something down? Because it matters. Regardless of whether it's for work, school, university or private life: If you pick up a pen and write something down, record it or mark it, then it's something important. Significance thus becomes the overarching guiding principle of the entire brand communication. This central brand message is clearly expressed in the new claim “Make it matter”.

The impact of this new direction on the entire brand and product experience was analysed in small project groups. The result: The claim has to be more modern, more emotional, more concise and more digital! The different product lines write & mark/highlight, promotional writing instruments and the creative DIY line Makers Line are also to be united more closely under a common brand umbrella in the future. However, values such as the company's high quality awareness, down to-earth attitude and customer focus as well as its strong environmental awareness must not be lost.

This was the strategic basis for the brand agency to develop a convincing brand design.

Then things got serious: logo, colours, fonts, world of images and packaging – everything was put to the test. Which elements are so rich in tradition that they remain an integral part of the brand appearance? Where do we need to think ahead? Which aspects have not yet been sufficiently taken into account in the previous corporate design? The Schneider brand was modernised and sharpened step by step with meticulous attention to detail.

We consciously assume responsibility for the future.

Firstly, the logo was simplified and harmoniously balanced. As a result, it is now also ideally suited for digital applications, such as for display on smartphone screens. The familiar brand banderole has also been further developed into a space-saving logo badge that allows for much more agile layouts. Schneider is consciously taking a step back as a brand and, in the spirit of “Make it matter”, is giving space to the content that really counts. As far as the font is concerned, Schneider is also breaking new ground: The new corporate font has an accurately constructed look and feel. The technical hardness is broken up by soft sweeps and curves. This creates a unique font character that perfectly represents the brand and its tools for writing and painting by hand.

Schneider's characteristic deep blue remains as the Heritage Blue colour. The familiar Schneider cyan has been carefully refreshed as Matter Blue. These two shades of blue are complemented by the unmistakable Make it Blue, which is specially designed for use on computer, tablet or smartphone screens. The world of images emphasises the modernity of the new brand appearance with its authentic reportage character. The individual product details are emphasised even better in high-quality 3D renderings.

New Schneider brand appearance

"All these individual components of the brand design are bundled in a flexible design system, which on the one hand impresses with its consistency, but on the other hand also leaves plenty of room for creativity. The photo gallery provides an insight into the new brand design. Enjoy discovering it!"