PALFINGER Unveils New Brand Identity Under Strategy 2030+ to Strengthen Global Premium Position

PALFINGER has introduced a new brand identity aligned with its Strategy 2030+, reflecting the company’s transformation and ambition to deliver “Lifetime Excellence” as a global premium solution provider.

The refreshed brand appearance supports PALFINGER’s evolving corporate culture and long-term growth strategy, reinforcing its focus on innovation, sustainability and customer-centric solutions. The company said the new identity symbolises its commitment to continuous improvement and global leadership in lifting and access solutions.

Andreas Klauser, CEO of PALFINGER, said the company’s purpose is to make customers, partners and employees stronger by striving to improve every day. He added that the integration of strategy, brand and culture forms the foundation for sustainable growth and strengthens PALFINGER’s position as an industry leader worldwide.

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.