The German company Schneider Schreibgeräte is a leading international brand with a full range of writing instruments. Founded in 1938 by Christian Schneider as a factory for screws and turned parts, the company diversified its range after the war when Schneider learned of a writing instrument with a small rolling ball. The company then became a pioneer of ballpoint pen refills in Germany and one of the first manufacturers worldwide, with the “good Schneider refill” becoming a synonym of quality and precision. In the 1990s, the K 15 series expanded the segment of retractable ballpoint pens, and in 2005, the innovative Viscoglide technology was launched, which made writing unusually easy and smooth. The company, now in its third generation, employs approximately 620 employees at three locations in Germany – with “Made in Germany” being one of the foundations of Schneider’s identity. In 2010, the specialist for writing instruments started a brand relaunch, which resulted in the redesign of the entire product communication and packaging, as well as manuals for the brand, adapting it for the international market. The repositioning is based on the importance of writing by hand, which is also reflected in the company’s guiding principle “Every thought is worth writing down”. The aim is to unite the company’s tradition and future viability and to emphasise the attributes of everyday suitability and user-friendliness. The characteristic logo of an “S”, which is derived from freehand writing, has emerged from the new concept. It was formed from different swings and stroke widths that refer to the individuality of writers and reflect the multifaceted nature of the product groups. The ball in which the “S” is enclosed is to be understood as a quotation on Schneider’s historically important product, the ballpoint pen, while the dark blue represents the classic colour of ink. The logo can be found on all products, ranging from ballpoint pens, fine liners and gel pens to markers and fountain pens, and distinctively sets the range apart from the competition. The claim “Schneider – Schreib’s auf” (Schneider – Write it), which has been integrated into the word / image mark and establishes a link to the guiding idea, is used in various translations on the global market, ensuring that the Schneider brand reaches its target group also internationally.
Statement by the Jury
Competition in the international market for writing instruments is immense and seems undefeatable. Over the years, however, Schneider has stood out and demonstrated a brand identity that has been highly successful in marketing its extensive product range as desirable for users. The consistently applied and highly recognisable corporate design helps Schneider to convey the notion of reliability and high quality.