With its new Strategy 2030+ and transformational corporate culture, PALFINGER is evolving and so is its brand. The new brand appearance reflects the company’s ambition to deliver Lifetime Excellence, strengthening the company’s position as a premium solution provider on a global scale.
“PALFINGER’s purpose is clear: to make our customers, partners, and employees stronger by becoming better in everything we do, every day,” says Andreas Klauser, CEO of PALFINGER. “To achieve that, we’re driving our strategy forward in a way that goes hand in hand with our brand and culture. Together, they create the foundation for continuous innovation and long-term sustainable growth, reinforcing our position as an industry leader.”
The Power of Three: When Strategy, Brand and Culture come together
The new brand design is closely linked to PALFINGER’s Strategy 2030+ and corporate culture. In particular, the strategic program “Lifting Brand & Culture” is a key driver in building a strong brand, fostering a shared mindset, and ensuring operational excellence through harmonized processes and structures across all markets and functions.
The development of the new brand appearance is based on PALFINGER’s values: Leading, Straightforward, Passionate, and expresses the company’s promise of Lifetime Excellence. A brand pattern with ascending lines symbolizes ambition, progress, and vertical movement. A newly developed typeface reflects PALFINGER’s engineering DNA. A refined color palette, dynamic imagery, and a modernized logo create a clear, premium brand experience across all touchpoints.
“As our strategy and culture advance, we are sharpening how PALFINGER presents itself to the world. The new brand appearance creates a strong identity: one that helps audiences to understand who we are, what we do, and why it matters,” says Armin Schlamp, Vice President Global Marketing and Communications at PALFINGER.
One global Website, one Brand Experience
A major milestone is the launch of the new www.palfinger.com website. Here, PALFINGER consolidates its country- and product-specific websites into one unified global platform. Visitors benefit from a globally consistent, high-quality experience, with all information on products, solutions, services, corporate topics, investor relations, and careers conveniently brought together in one place.
“Our new brand design makes visible what drives PALFINGER: the ambition to shape the future of our industry. It marks a bold step toward a more premium, technology‑driven brand and reflects the mindset that guides our transformation. In this way, Lifetime Excellence becomes something you can see and experience across every touchpoint,” explains Armin Schlamp.