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.

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
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
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.
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.We consciously assume responsibility for the future.
New Schneider brand appearance
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