A fresh take on the signature look.
Having grown over decades and been carefully refined: for more than 80 years, the Schneider brand has stood for writing instruments that are valued and loved worldwide. Building on this tradition, the entire brand identity has been optimised to meet today’s requirements.
German Design Award Winner 2026
A brand refresh rather than a brand revolution
Schneider last carried out a comprehensive overhaul of its brand identity in 2010. However, particularly in terms of visual trends and new digital formats, the brand design had clearly become rather dated. At the same time, the brand’s image was extremely strong and well-established in terms of clarity. The approach was therefore not to undertake a complete overhaul, but rather to carefully modernise and refresh the brand identity.
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2025
Value-based communication
Writing a letter, giving free rein to your creativity, being mindful: writing also means living consciously. Schneider’s writing instruments embody exactly that.
The focus is no longer solely on the products. We also showcase the stories – big and small – of the people who trust the brand – and who, for that very reason, lend it credibility. In this way, every single product indirectly tells its own unique story about why every thought is worth writing down.
This values-based approach to communication needed to be further developed and also required a headline at the very top of the brand hierarchy.
Striking a balance between tried-and-tested methods and bold innovation required a great deal of tact and sensitivity.
Christian Schneider
Managing Director, Schneider Schreibgeräte GmbH
Strategy
In a comprehensive process, the entire brand was put under the microscope. The result of this intensive work was a strategic reorientation of the brand’s communication, in which significance becomes the cornerstone.
Brand design
What should stay, what can go, and what simply needs a breath of fresh air? All brand elements were carefully reviewed in order to ultimately develop a flexible, fresh and contemporary brand design.
Implementation
From catalogues to online shops, from product packaging to social media posts: following its successful brand refresh, Schneider is confidently showcasing its new look – consistently and convincingly across all media and touchpoints.