The Sika brand stands for quality, innovation and service

Sika is a strong brand. It allows the Group to present a uniform identity in all target markets and with all products.

Sika as a brand

Branding lends products a distinct identity and associates them with a specific set of values. This fact was recognized early in Sika’s history by founder Kaspar Winkler, who coined the company’s name and designed its logo. The considerable standing acquired by the Sika brand over the years is a tribute to this farsightedness. Having changed only slightly since its creation, the logo epitomizes continuity and solidity. It is recognized across the globe as synonymous with innovation, quality, and service. The combined word/picture trademark has proved a valuable asset throughout the world during the Sika Group’s decades-long expansion. It has been successfully launched and is readily accepted across all cultural boundaries. Customers throughout the world can rest assured that they will receive Sika quality and service wherever they see the Sika logo.

Worldwide trademark protection

Given the high awareness of the Sika brand, particularly the graphic word trademark, the company attaches high priority to a consistent and standardized use of the logo and the associated corporate image guidelines, and verifies compliance with them. The various attempts, in recent years, to copy the logo only serve to underline its enormous intangible value for the company. Sika ranked 39th in Interbrand’s Best Swiss Brands in 2016.
The Sika umbrella brand and some 833 Sika product trademarks, such as Sika® ViscoCrete®, SikaBond® or Sikaflex®, sharpen the company’s competitive edge. Hence the crucial role of trademark protection as a management task, performed both globally at Group level and locally at national level. In total, Sika held 10,911 trademark registrations in 165 countries at the end of 2016. Sika AG continuously monitors its trademarks and takes appropriate legal action in cases of infringement.

Corporate Identity

The rollout of Sika’s revamped corporate identity in 2013 gave the company’s public face a fresh and modern look. The aim of the corporate identity process preceding this was to achieve a clear-cut positioning of the brand based on uniform corporate design guidelines. Additional elements of these guidelines were rolled out in 2016, focusing primarily on the packaging layout and also enhancements to web applications.

Building Trust

Since 2013, Sika has successfully integrated the new tagline, “Building Trust”, into its communication strategy.

The word “building” expresses both Sika’s core business area and the activities of its customers, e.g. as bridge builders or automotive builders. The English word also resonates with German speakers due to its phonetic and semantic affinities with the German word “bilden” (forming). This, in turn, has connotations of shaping, designing, structuring and developing. One single word thus unites all the core competencies of Sika and its customers.

Trust is the foundation of all types of partnership and collaboration. It is fostered
by the quality of Sika’s work and is the result of the company’s  innovative power and perseverance. Yet, it is not a static state, but a  continuous process that needs to be actively cultivated. Any brand – the Sika brand being no exception – exists and thrives on the trust placed in it by the company’s customers.