New Brand Image: “Make it Matter”

With fresh enthusiasm and a clear vision for the future, the writing instruments specialist Schneider Schreibgeräte is now presenting a new, modern brand image. The German brand, which has a long-standing tradition and is known for its high-quality writing products, has been focused on continued development that sets new trends both visually and in terms of content. At the core of this transformation is the claim “Make it Matter”, which redefines the company’s aspiration and philosophy. 

From tradition to a modern brand identity

Schneider has stood for quality, innovation and sustainable production for decades. With the previous claim, “Write it down”, the company’s core competence was communicated clearly: Writing. But the brand has evolved; it is more than just writing today. Schneider’s products help people record their ideas, highlight messages and set trends. They also accompany creative processes–they make things meaningful. This broader meaning is reflected in the company’s new look, too. 

What has changed and why

With “Make it Matter”, Schneider focuses on the actual value of writing: Everything brought to paper with a Schneider product has meaning. And that is mirrored in a comprehensive overhaul of the brand’s identity: 
• New logo and optimal world of colours: A fresh, modern look underscores the further development of the brand – it is dynamic and usable across different media platforms. 
• Everything under one roof: A consistent design for the three business lines, promotional writing instruments, writing and creative line (formerly the Makers Line), under a high-quality and modern brand image.
• Digital Optimisation: Optimised colour scheme and look for a modern website and digital content.
•Enhanced brand message: Schneider remains down-to-earth and sustainable but increasingly highlights the emotional value behind the actual functionality. 

Strong brand with a clear profile

With this new direction, Schneider underscores its position as a strong brand supplier with a production site in Germany. “Our customers not only expect quality but also a brand with a strong mindset and identity. With ‘Make it Matter’, we convey this mindset of something having a clear value and a message that makes our products one-of-a-kind and valuable”, explains Schneider Schreibgeräte’s management. The transition will take place one step at a time, starting in 2025. The new design and developed brand strategy will be implemented consistently across the company – from the logo and packaging to the business cards, product catalogues and digital platform. Schneider will remain true to itself while it continues to write history seamlessly in the future, where sustainability and meaning are its focus. As Schneider says, „Writing is more than just an action – it is an expression of value and individuality. Schneider makes it visible – and meaningful. “Make it Matter”. www.schneiderpen.com