ASSA ABLOY wins award for branding excellence


ASSA ABLOY is among the thirteen winners of the 2019 dmi:Design Value Awards. The honourable mention recognizes the Group’s success in consolidating their brand identity and creating consistent user experiences across all company touch points.

The awards, announced September 16th, 2019 at a ceremony in Boston, Massachusetts, USA, recognize teams who have delivered significant value through design or design management practices. 

With a traditional focus on engineering, ASSA ABLOY rose to the challenge of prioritizing design to link their numerous acquired brands into a unified and consistent user experience, thereby creating a harmonized ecosystem of related brands. The Group applied strong design management expertise to create comprehensive branding guidelines and distinctive design languages, which are now being successfully applied across the organization’s brands.

The totality of ASSA ABLOY’s offering is now easy for customers to recognize, understand and use. Additionally, the unified branding system fosters a sense of common values and goals internally, helping to spur innovation and raise efficiency within the global organization. The value of this design management transformation was immediate and will continue to bring value to the Group well into the future.

“Achieving the organizational change required to consolidate brands is a tremendous feat,” explained the award’s jury. “This initiative is exemplary of the practical value of design in action: as a means to create a cohesive brand identity and change organizational perceptions of the value and role of design language.”

As the longest-standing global institution of its kind, DMI holds an exclusive position in the Design and Design/Innovation Management landscape. For 44 years, DMI has been an active advocate for the strategic value of Design. The organization brings together educators, researchers, designers, innovators, and leaders from every design discipline, every industry, and every corner of the planet to facilitate transformational organizational change and design-driven innovation. Find out more about the Institute at