Gema Switzerland GmbH is a Swiss manufacturer of electrostatic powder coating equipment, headquartered in Gossau, Switzerland. The company has been part of the global Graco Group since 2012. Its visual identity centers on a typographic wordmark registered as a trademark in red and black.
Design and History
In 2012, the company underwent a significant rebranding. As part of its move from ITW to the Graco Group, the company was renamed from ITW Gema to Gema Switzerland GmbH. At the same time, a new logo and a new corporate design were introduced to give the Gema brand a fresh, modern image while retaining links to Gema’s traditional roots. The company’s website was also redesigned as part of this change. Despite the visual overhaul, the company’s sales and dealer networks and its customer contacts remained the same.[1]
The current Gema wordmark was filed as a European Union trademark on July 10, 2012, and registered on December 11, 2012, under application number 011070075. The trademark is registered as a figurative mark (Bildmarke) with the name “Gema” and claims red and black as its colors.[2][3]
Meaning and Symbolism
The 2012 rebranding was explicitly intended to give the Gema brand a fresh, modern image while retaining links to the company’s traditional roots. The trademark registration documents the mark’s official colors as red and black, though no documented symbolic meaning for these colors has been published by the company.[1][2]
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