The Wiha Werkzeuge GmbH is a German manufacturer headquartered in the Black Forest, producing hand tools for use in trade and industry. Founded over 80 years ago and still owner-operated, Wiha has firmly established itself as a global leader for professional hand tools in the segment of specialist retailers. The company claim “Tools that work for you” is aimed at underlining this. The claim works well across national borders and, in its direct appeal, projects confidence and reliability. Wiha’s versatile product assortment is geared towards user needs and, according to the company, conceived and manufactured to “meet the strictest requirements for quality, functionality, durability and ergonomic design”. In addition, the topic of ergonomics and health are given a special focus. The high quality of Wiha’s ergonomically designed products in cooperation with the Fraunhofer Institute has been certified in the form of a quality seal from Aktion Gesunder Rücken (AGR), an association of doctors and therapists who assess the back-friendly and health-promoting effects of industrial products and awarded Wiha as the first and only company among hand tool manufacturers. With their attested high-performance standards and suitability for industrial use, Wiha’s professional brand products position themselves with a clear colour code for each individual type of precision tool. The corporate identity reflects this commitment through a bright, friendly appearance, which turns into an ambassador promoting the success-oriented use of these tool solutions. The word / picture mark, which consists of the classic Wiha hexagon with lettering as the traditional core of the brand, is combined with the English claim and connects the poles of the firmly rooted family business and the globalised 21st century. The anthracite and red colour scheme has been chosen to convey an emotional, open brand philosophy and to clearly mark the reorientation after the previously more conservative green.
Statement by the Jury
The hand tools by Wiha succeed in an outstanding manner to differentiate themselves with a clearly distinguished brand appearance. The logo and claim are convincingly related to each other and consistently convey the story of the company’s corporate values of premium quality and down-to-earth pragmatism. Thus, the corporate design and the hand tools merge into a coherent unity that places the company’s global brand identity concisely centre stage.