For many a veteran FAG employee, who was at the "kufi" perhaps even having been through the major crisis of 1993, the appointment at the factory site was bound to have generated at least a little nostalgic feeling. Now the three coarse red letters of FAG can no longer be seen above building 23, but ten green ones for schaeffler.
The ceremonial unveiling was performed jointly by klaus rosenfeld, chairman of the executive board of schaeffler AG, stefan spindler, member of the executive board for industry, and norbert lenhard, chairman of the joint works council – as a sign that the company and employee representatives are pulling in the same direction. For rosenfeld, the schaeffler logo, which is visible from afar, is only the logical consequence of the company’s development over the last few years. "As a global company, we want to place the schaeffler brand in the foreground worldwide in the future", according to rosenfeld. As an automotive and industrial supplier with 87900 employees worldwide, schaeffler produces at 170 locations in 50 countries. In addition to schaeffler and FAG, there are also the INA and luk brands, which will also be given a uniform schaeffler image over the next few months.
Rosenfeld appealed to the employees for understanding, even though he could understand the emotional connection with the old FAG logo. In order to survive in global competition, however, it is important to present a uniform image to customers. FAG will remain a product brand and continues to stand for inventiveness and top quality. Schweinfurt is the first major industrial location of the family-owned company where the new branding is implemented. In addition to the exterior lettering, everything on the facades and entrances will soon feature only schaeffler logos. Of course, there is a uniform website and employee ID card, as well as a consistent corporate identity that applies in germany as well as abroad.