STRABAG SE is a European construction and technology group headquartered in Vienna, Austria. Its visual identity has undergone two significant documented redesigns in the modern era: a 2000 introduction of the red, white and black corporate logo, and a 2022 refresh tied to the company’s repositioning around sustainability and progress.
Design and History
In 2000, the Austrian holding company adopted the STRABAG name for all its group companies and created a new logo in the colors red, white and black. The mark was described at the time as a contemporary, clear and unmistakable design that could be easily adapted across a wide range of applications.[1]
In 2017, the STRABAG corporate design was extended to its subsidiary ZÜBLIN, a Stuttgart-based construction company. The move replaced ZÜBLIN’s traditional yellow and black colors with the parent group’s red lettering and black bars on a white background, visually binding the subsidiary more closely to the group.[1][2]
In September 2022, STRABAG announced a redesign of its logo and corporate image alongside a new slogan, “STRABAG – Work On Progress.” The repositioning was framed as a commitment to climate neutrality along the entire value chain by 2040 and a response to the construction industry’s environmental challenges.[3] The redesign also applied to the ZÜBLIN brand.[3]
Meaning and Symbolism
The 2000 logo introduced the red, white and black color scheme that has remained central to the STRABAG identity. The 2017 ZÜBLIN adaptation was described as an expression of belonging and a step toward a unified brand appearance across the group.[1]
The 2022 redesign was tied directly to the company’s strategic focus on sustainability and progress. The new slogan “Work On Progress” was introduced to place greater emphasis on sustainable construction and creating progress, with the logo redesign accompanying this repositioning.[3]
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