Alltron with a new brand image for its 40th anniversary
Following the group’s rebranding as Brack.Alltron and the rebranding of Brack, the B2B distributor Alltron is now also unveiling a new design. The brand identity, redesigned in collaboration with Hotz Brand Consultants, is intended to convey clarity, independence, and a forward-looking approach.
As part of the marketing transformation within the Brack.Alltron Group, Alltron launched a new brand identity this week. The visual and content repositioning was developed together with Hotz Brand Consultants and affects all digital and physical touchpoints.
Alltron, the wholesale distributor specializing in B2B, is part of the Brack.Alltron Group, which was renamed in spring 2025. With the rebranding, the management wants to make the strategic realignment of the company visible. "We want to send a clear signal that we are ready for the future and will continue to focus on quality, innovation and reliability," explains Andrej Golob, Chief Sales Officer at Brack.Alltron.
In terms of design, the new brand identity is based on a combination of the familiar Brack.Alltron red, which signals affiliation with the parent company, and complementary eggplant tones that convey independence. "The ring-shaped design elements that emanate from the dot in the logo lend dynamism to the brand design and give Alltron a clear visual identity that meets the business requirements," says Lukas Mettler, Design Director at Hotz Brand Consultants.
The new look can be experienced physically for the first time at the Connect! trade fair on August 27 and 28 in Zurich. The rebranding coincides with the company's 40th anniversary. The temporary logo extension "4ever young" was designed for the anniversary, with a subtle "40" integrated. "Our new logo, the adapted web store and the anniversary emblem embody the fact that we are still young and dynamic even after four decades - both in our appearance and in terms of market knowledge, trends and range of services," summarizes CSO Golob.
