Linde plc is a global industrial gases and engineering company formed in October 2018 through the merger of Praxair, Inc. and Linde AG, two companies with nearly 140 years of shared history.[1] The company is headquartered in Woking, United Kingdom.[2] The Linde logo, the Linde wordmark, and the Linde stylized letter L favicon are trademarks or registered trademarks of Linde plc or its affiliates.[3]
Design and History
The current Linde logo is a rectangular mark featuring the stylized wording “LINDE” in white in the lower right corner, with a light blue wavy line extending across the middle of the rectangle from left to right.[4] The mark is registered with dark blue, light blue, and white claimed as features of the trademark.[5]
An earlier version of the mark, registered for “The Linde Group,” included the wording “THE LINDE GROUP” in white in the upper left corner of the dark blue rectangle, with the stylized “LINDE” in white in the lower right corner and the same wave-like design in lighter shades of blue.[4] A separate trademark registration describes the mark as consisting of “LINDE” in white lettering in the bottom right of a blue rectangle, with a light blue curved line above the wording.[6]
Linde’s visual identity has been developed in collaboration with the branding agency amp, which worked with the company to create an identity described as emotionally tangible and intuitively understandable across cultures and borders. The sound branding program, including film scores, an audio logo, and soundscapes, was also developed as part of this identity system.[7]
Meaning and Symbolism
The wavy line within the Linde rectangle is the most distinctive graphic element of the mark. While Linde has not published an official explanation of the wave’s symbolism, the design has been consistently described in trademark registrations as a “wave-like design” or “light blue wavy line” within the blue rectangle.[4][5] The wave motif appears across Linde’s corporate materials and is a core element of the brand’s visual system.
Typography and Design
The Linde wordmark uses a stylized script lettering that imitates handwriting, with the “L” featuring a distinctive extended tail.[8] The wordmark appears in white against the dark blue rectangular background, with the light blue wavy line as the central graphic element.[4] Brand color references for Linde plc include a dark blue (approximately #002D54) and a lighter blue (approximately #018EC6), though these values are not official specifications published by the company.[9]
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