ACCO Brands Corporation is an American manufacturer of branded consumer, technology and business products, headquartered in Lake Zurich, Illinois, and traded on the New York Stock Exchange under the ticker ACCO [1]. The company traces its origins to 1903 and describes itself as having a “rich, multinational heritage” [1]. Its corporate identity sits above a family of well-known product brands including Swingline, Kensington, GBC, Quartet, Rexel and Mead [2].
Design and History
ACCO Brands Corporation was formed in 2005 through the merger of the ACCO World office products unit of Fortune Brands with General Binding Corporation (GBC) [3][4]. The transaction combined ACCO World’s brands, including Swingline, Wilson Jones, Kensington and Day-Timer, with GBC’s binding equipment and Quartet presentation products [4].
In June 2025, ACCO Brands unveiled a new corporate logo. According to the company, the new mark “reflects our rich, multinational heritage” and, by “squaring off the red,” creates “a mark that stands for quality” [5]. The company also stated it is “proud of our pioneering past and focused on a purposeful future” [5]. The announcement was confirmed by ACCO Brands in early June 2025, with the new red square described as a mark representing quality [6].
Meaning and Symbolism
The company’s own description of the 2025 logo is limited but explicit: the red square is the central element, and it is intended to stand for quality [5][6]. The phrase “squaring off the red” suggests the mark evolved from an earlier red element into a squared or rectangular form, though no further official description of the previous logo’s shape or the new mark’s full composition has been published in the available sources.
Typography and Design
No official documentation of the ACCO Brands wordmark’s typeface, letterform construction or color specifications has been published in the available sources. The only documented design detail is the red square element described by the company in 2025 [5].
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