For a combined total of 473 years, the companies of the Schulte-Schlagbaum Group have stood for expertise and innovation in the DACH region.
Over the past year and a half in particular, the group has repositioned itself in many important areas in order not only to meet the growing challenges in its target markets, but also to leverage these developments as opportunities. A key strategic factor in this is the even closer alignment of the individual companies as a group in order to exploit synergies between them to a greater extent.
Schulte-Schlagbaum AG, Sächsische Schlossfabrik GmbH (SSF), eccos pro gmbh, novacom software gmbh and STS Systemtechnik Schänis GmbH now present themselves to their customers and partners as a strong, innovative and future-oriented SAG Group under the new slogan ‘Together smart. Together strong.’
Smart together, strong together: a symbolic new look
The SAG Group has developed a holistic approach to visually underscore its innovative strength and unbroken pioneering spirit. An important symbolic decision in this process was the development of an umbrella brand that visually unites the group without detracting from the individual companies’ independence.
The central design element of the new brand identity is the barrier, which has accompanied the SAG logo since the company was founded. In its now highly stylised form, the barrier is the defining visual element for all brands within the SAG Group. Its simple, dynamic shape conveys the joint departure into a new, digital age. The horizontal shift in the diagonal also recalls a locking mechanism, which in turn ties in with the roots of Schulte-Schlagbaum AG.
The colour scheme of the brand identity has also been modernised. A fresh, modern shade of green has been developed for the ‘Locking Systems/System Technology’ division, which expresses growth and optimism and visually emphasises the product proximity of SAG, SSF and SCHÄNIS. Novacom will present itself in a warm, radiant shade of yellow. Here, too, the modernisation of the previous colour scheme has been successful, giving it a fresh new look. Eccos pro, on the other hand, will appear on the market in a new colour in future: a strong, bright blue creates visual proximity to the core target group, bathroom and leisure facilities. At the same time, the colour is based on the familiar blue of the mafis® brand colour.
Premiere and next steps
The SAG Group presented its new brand identity for the first time at its Annual General Meeting on 25 June 2025. The following day, it was published via the group’s other official channels. Over the coming weeks and months, the new brand identity will now be rolled out step by step and established in the markets.
