An Anniversary That Leaves Tire Marks.

ABT’s 120 Years Logo.


Schindler Parent > Cases > ABT 120 Years Logo

In 1896, ABT was founded as a farrier's workshop for shoeing horses. In 2016, the world's largest refiner of VW Group vehicles celebrates its 120th anniversary. Naturally, this had to be celebrated, with, among other things, its own logo.

A strong, dynamic and universally understandable logo was desired that fit seamlessly into the brand representation developed by Schindler Parent.

The anniversary logo takes up the colours of the brand communication and the ABT logo as well as the dynamic graphical elements from the new image brochure. The lettering "120 years" is striking, elegant, and globally implementable.

By the way, the title page of the new image brochure is adorned with the logo itself. This will attract attention to the anniversary of the Allgäu family business and build a bridge to the graphical elements within the brochure.


Michael Meier
Managing Director


Sebastian Schnell
Group Head Projekt Management 


David Bumiller


Johannes Kretz
Group Head Art

A Tremendous Echo – Typically ABT.

In the anniversary year, the logo was omnipresent – at the impressive 120 year celebration in Kempten, on the cover of the image brochure, and as a trademark in all communication activities.

This was more than well received by ABT. And it will be well received in the future as well – thanks to the ABT 120 years special series: Three extraordinary ABT models, each limited to 40 vehicles. Those are 120 collector's items on which the anniversary logo is emblazoned. Those powerful brand ambassadors drive the logo out into the world on the fast lane.

By the way: Also for those for whom the 120 years editions of TT, T6, and Q3 are not exclusive enouth, ABT has the perfect car – the ABT RS6 1 of 12. Limited to twelve items, the most luxurious power athlete is the rarest horse in the Allgäuer racing stable. It will probably be out of stock as fast as it accelerates with its 735 horsepower.

Many of the 132 ABT 120 years models already amaze the asphalt. We cannot imagine better advertising and validation of our work.

More information is available from:
Michael Meier
Managing Director
michael.meier (at)