Fassi: a new group identity that underscores unity and distinctiveness

New logos for all the Group companies with extremely clear goals: to underscore the distinctive character and highlight the ties that bind all the brands in the Group, united by the same identity. These are more than new logos, representing a common story that interweaves origins and the future, machines, people and ideals. This is how Fassi and the other companies in the Group have chosen to present themselves to the world today, with a more distinctive, shared and recognisable voice.

After more than a year of development and planning, the Fassi Group is now ready to launch a radical rebranding Programme. A project that introduces a new visual identity for all the companies in the Group - Fassi, Marrel, Cranab, Vimek, Slagkraft and Forez Bennes - and which marks a significant step forward towards increased unity and cohesiveness.

The aim is to create a common language, a logo that represents both diversity and belonging, underscoring both recognisability and a sense of affinity. The goal of the new modern and contemporary logo and lettering is to express a common thread, embrace a coordinated and shared character, and underscore our standing and our commitment to the market.

“In an increasingly divided world, we need to be more united than ever. Unity is built on ideas, and is underpinned by actions. However, unity also needs to be recognisable, with a logo that unequivocally tells the world who we are. We are now more united than ever: our identity has taken on a coordinated and shared aspect. We are underscoring our standing and our essence, remaining true to our values. A grand evolution that is represented by a single word: together”, declared Giovanni Fassi, President of Fassi Gru and the Chief Executive Officer of the Fassi Group.

The new rebranding is an expression of the values that have always guided Fassi: ceaseless innovation, passion that remains unwavering even in the face of the most difficult challenges, reliability that fosters loyalty, a sense of belonging that binds people and markets, and sustainability seen as a responsibility towards the future.

This logo is being presented to the world for the first time ever at GIS 2025, as an expression of continuity and renewal. A promise in the form of an image, a shared language that unequivocally states: together we innovate.

The occasion will also see the launch of the new website fassi.com, developed on the basis of the new identity, with advanced technology and aimed at improving user experience. Over the coming months, the launch will be followed by progressive enhancements to the website in the form of new content and solutions to strengthen ties to the market.