A-SAFE Reveals Evolution in Brand Identity

Introducing a new look for safety solutions manufacturers A-SAFE. Pioneering workplace safety for almost four decades, the brand evolution is the latest step forward for the global safety solution providers.

A-SAFE, the world’s leading pioneer in workplace safety solutions, has unveiled an exciting refresh of its long-established brand, as the business continues to expand globally. 

At the heart of the rebrand is a complete refresh of A-SAFE’s brand identity, with an evolved logo that builds on nearly 40 years of brand equity while setting out an ambitious path for the business’s future. The new logo retains A-SAFE’s iconic black and yellow branding and distinctive typography while introducing a new symbol that has evolved to ensure it can be utilized in a wide range of settings. 

The impetus behind A-SAFE’s rebrand is to reaffirm the business’s proud history of pushing the boundaries of innovation and developing solutions that solve existing safety challenges in facilities worldwide. With 17 subsidiaries worldwide, stretching from the U.S. to Europe to Asia, A-SAFE is a truly global business – and this new branding further positions UK-based A-SAFE as the go-to international brand for workplace safety solutions. 

The rebrand also sees A-SAFE launch a new company tagline – Pioneering Workplace Safety. The slogan references A-SAFE’s longstanding commitment to innovation; from being the inventor and original manufacturer of industrial strength polymer safety barriers to continuing to pioneer leading-edge products that maximize safety and ensure efficiency for workplaces across a wide variety of sectors. 

One of the principal aims of the rebrand is to foster greater cohesion between A-SAFE and its global subsidiaries, alongside repositioning brands and units within the A-SAFE family, including: 

  • Research and development center Fathom 3® 
  • State-of-the-art testing facility Test By Design® 
  • Safeguru®, the experts in personal protective equipment 
  • Connected smart safety solutions specialist Conek®. 
ASAFE Exhibition Stand New Logo

James Smith, Co-Founder and Director at A-SAFE, says: “We are incredibly excited to be launching A-SAFE’s brand evolution; a major milestone for the business. Encompassing an enhanced logo, new brand promise and an exciting refresh of our corporate look and feel, this announcement firmly marks A-SAFE as a global business.  

“The branding reflects our central ethos of innovating to build world-class products that anticipate needs and break new ground. Where others see the norm, we see problems that need solutions – a mindset that is reflected in our brand evolution.” 

Annette Forster, Chief Marketing Officer, adds: “A-SAFE’s brand has been almost 40 years in the making, and this latest evolution of our brand reflects the wider evolution our business has undertaken. We believe ‘Pioneering Workplace Safety’ is more than just a tagline; it sums up our ethos of wanting to constantly innovate and evolve, to ensure we’re offering the best possible levels of service to our truly global customer base. 

“This investment in our brand reaffirms our commitment to being an innovative business; we have already revolutionized workplace safety, but that is just the start. We are continually pushing boundaries and finding new ways to keep people safe, drive efficiency and increase effectiveness.” 

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