ASSA ABLOY
Access what’s next
Details
ASSA ABLOY is the global leader in access solutions, creating safe and seamless access for billions of people around the world every day. With operations in more than 70 countries and a broad offering spanning opening solutions, secure identities, and entrance automation, the company continues to evolve. To better reflect how customers and employees already experience ASSA ABLOY today, the visual identity has been updated to express the brand with greater clarity, confidence, and distinction.
In close collaboration with ASSA ABLOY, BAS ID has developed an updated visual identity that reinforces the brand’s position as a global, modern, and forward-looking company. The identity is designed as a cohesive and flexible system, built to perform consistently across all touchpoints. A central element of the new expression is the Access Shape, a graphic element derived from the two A’s in the ASSA ABLOY logotype. Rooted in the brand purpose, Creating access, the shape brings a more distinctive and expressive visual language to both static and motion-based applications.
“By building from the brand’s purpose, we established a clear foundation for the creative direction. The result is an identity that better reflects ASSA ABLOY today, while also preparing the brand for the future”, says Erik Dolk, Creative Director at BAS ID.
The typography has been updated with the bespoke typeface Access Sans, designed by Göran Söderström and developed for high legibility and clarity across digital interfaces, printed materials, and physical environments. The colour system has been further refined, with blue continuing to play a central role in brand recognition, complemented by greater flexibility and improved accessibility. The imagery is grounded in real-life environments where access plays a central role, illustrating how ASSA ABLOY’s solutions enable movement, safety, and seamless flows in everyday life, with people at the centre.
Together, these elements form a unified visual language that clearly communicates ASSA ABLOY’s presence as a global brand. The updated identity will be rolled out globally throughout 2026, as ASSA ABLOY continues to engage customers, partners, and employees across an expanding range of channels and environments.
Services
Brand Design
Strategy
Year
2026
Introducing the Access Shape – a visual element shaped by the very DNA of our identity. It emerges from the forward-leaning angle of our logotype, cutting through space, shifting perspective, opening new paths. It leads. It reveals.
It’s more than a frame. It’s a portal to something greater.
A dynamic invitation to enter what’s next.
Because access isn’t about where you are.
It’s about where you’re going.
