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Optimize! Softing’s New Tagline and Logo Highlight the Company’s Value Proposition for the Future



Softing Industrial Automation GmbH (Germany) – Softing, an international manufacturer of hardware and software for implementing and improving the performance of data exchange processes in applications for the automotive industry, industrial production and IT networks, reveals elements of its new corporate design.

With the publication of its annual report for 2015, Softing is gradually introducing its updated corporate brand, which is being expressed primarily through a new logo and tagline.

“Softing’s growing internationalization and the recent expansion of its range of expertise and services have made it necessary to reposition the company,” said Dr. Wolfgang Trier, CEO of the Softing Group, explaining the motivation behind the change.

In cooperation with the renowned brand strategist Günter Käfer, the new brand identity was developed reflecting the company and its enlarged portfolio of services. The resulting brand positioning, which applies to all divisions, will also be expressed through new communication elements.

“Since Softing was founded over 35 years ago, its appearance has remained largely unchanged. The new lettering has made the logo more technical and modern without damaging its recognition value. Furthermore, the bright blue symbolizes our technological core expertise and two key values of our brand personality: service and loyalty,” said Wolfgang Wende, Senior Vice President Corporate Marketing.

The logo can be supplemented with the tagline “optimize!” depending on the use case. This communicates the condensed value proposition of the Softing corporate brand. The tagline is an appeal: Upcoming trends such as the Internet of Things, connected cars and Industry 4.0 have prompted efforts to more comprehensively improve the efficiency of equipment and processes, meaning that companies will be under even more pressure to optimize in the future. In order to cope with this, reliable information and the efficient exchange of data are essential – and Softing is a competent partner here.

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