The Sika brand stands for quality, innovation and consistency

Sika is a strong brand. It allows the Group to present a uniform identity in all target markets and with all products.

Sika as a brand

Branding lends products a distinct identity and associates them with a specific set of values. This fact was recognized early in Sika’s history by founder Kaspar Winkler, who coined the company’s name and designed its logo. The considerable standing acquired by the Sika brand over the years is a tribute to this farsightedness. Having changed only slightly since its creation, the logo epitomizes continuity and solidity. It is recognized across the globe as synonymous with innovation, quality and service. The combined word/picture trademark has proved a valuable asset throughout the world during the Sika Group’s decades-long expansion. Both the word “Sika” and the logo, with its familiar red and yellow hues, are readily accepted across all cultural boundaries.

Worldwide trademark protection

Given the high awareness of the Sika brand, particularly the graphic trademark, the company attaches high priority to a consistent and standardized use of the logo, and verifies compliance with the associated corporate image guidelines. Customers throughout the world can rest assured that they will receive Sika quality and service wherever they see the Sika logo. The various attempts, in recent years, to copy the logo only serve to underline its enormous intangible value for the company.

The umbrella brand Sika together with some 838 Sika product trademarks, such as Sikaflex®, Sika® ViscoCrete®, SikaBond® or SikaForce®, sharpen the company’s competitive edge. Hence the crucial role of trademark protection as a management task, performed both globally, at Group level, and locally, at national level. In total, Sika held 10,469 trademark registrations in 163 countries at the end of 2015. Sika continuously monitors its trademarks and takes consistent legal action in cases of infringement.

Corporate Identity

The rollout of Sika’s revamped corporate identity in spring 2013 gave the company’s public face a fresh and modern look. The aim of the lengthy corporate identity process preceding this was to achieve a clear-cut positioning of the brand based on uniform corporate design guidelines. Relaunched at the end of 2013, the Sika website at www.sika.com gives stronger emphasis to brand personality and the color yellow. In 2013, the company also sharpened the focus of its communications and is concentrating on the themes: “sustainable solutions”, “proven quality” and “global but local partnership”.

Building Trust

Since 2013, Sika has successfully integrated the new tagline, “Building Trust”, into its communication strategy.

The word “building” expresses both Sika’s core business area and the activities of its customers, e.g. as bridge builders or automotive builders. The English word also resonates with German speakers due to its phonetic and semantic affinities with the German word “bilden” (forming). This, in turn, has connotations of shaping, designing, structuring and developing. One single word thus unites all the core competencies of Sika and its customers.

Trust is the foundation of all types of partnership and collaboration. It is fostered by the quality of Sika’s work and is the result of the company’s innovative power and perseverance. Yet, it is not a static state, but a continuous process that needs to be actively cultivated. Any brand – the Sika brand being no exception – exists and thrives on the trust placed in it by the company’s customers.