ams AG, now operating as ams OSRAM, is an Austrian semiconductor manufacturer specializing in sensors and optical solutions. The company’s visual identity has evolved through two significant rebranding events: the 2012 transition from austriamicrosystems to ams, and the 2020-2021 integration with OSRAM that created the dual-brand ams OSRAM identity.
Design and History
In May 2012, austriamicrosystems announced that “ams” would become its new company brand. The rebranding was driven by the integration of TAOS (Texas Optoelectronic Solutions, Inc.), a global supplier of intelligent light sensors acquired in 2011. The new brand united the austriamicrosystems and TAOS identities into a single entity, with CEO John Heugle describing it as “the combination of two very successful names… into one new brand and one identity which is even greater than the sum of its parts.”[1] The name change to ams AG was approved by shareholders on May 24, 2012, completing the transition to the new brand.[2]
The ams wordmark was registered as a trademark in January 2013, with the application filed by ams AG (now ams-OSRAM AG) for semiconductor and sensor-related goods and services.[3]
Following the acquisition of OSRAM, the company announced in 2021 a new visual corporate identity strategy. Rather than creating a new brand, the company chose to feature the logos of both ams and OSRAM together, with “ams OSRAM” serving as the overarching visual corporate identity. The company explicitly stated that this approach “does not represent a new brand,” but rather a visual combination designed to represent two leading optical technology companies coming together as one.[4]
Meaning and Symbolism
The 2012 rebranding to “ams” was intended to convey a unified identity that combined the strengths of austriamicrosystems and TAOS. The company described the new brand as representing “high-performance analogue semiconductors and best-in-class sensor solutions.”[1]
For the ams OSRAM dual-brand identity, the company conducted market research that demonstrated the importance of preserving both brands’ recognition. The ams brand was perceived as “exciting, smart and represents competitive edge and momentum,” while OSRAM was seen as “an iconic, globally recognized and a long-established brand.” The combined identity was designed to position the company as “a customer-centric, high-tech innovator drawing on the strength of each respective brand.”[4]
Typography and Design
The ams wordmark uses lowercase letterforms, as documented in the trademark registration for the logo mark filed in January 2013.[3] The ams OSRAM corporate identity combines the respective ams and OSRAM logos side by side, with the company noting that the visual combination was designed to represent the two companies’ coming together as one.[4]
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