Haug Blog


New brand identity reflects leadership ambition

The former Haug Components Holding is now operating under the brand name Haug Electronic Solutions. The company is introducing its new brand identity at its three locations.

The updated website as well as the appearance on major business social media platforms represent the new corporate identity. "Our ambition is to go all the way all the time. That's why we've been consistently advancing electronic solutions for more than 72 years. I am delighted with our new, dynamic brand identity. It highlights that we want to continue to play a leading role in our markets and in the development of electronic solutions in the future," says Frank Bleicher, Managing Director of Haug Electronic Solutions.

From retailer to manufacturer

With its new name and brand identity, Haug is responding to the shifting demands in the market for electronic components. The focus is on customization, the need for individually developed and produced products, cross-competence project management, and customer-specific consulting.

This is where Haug offers a new opportunity. "We don't believe in just delivering standardized individual components. That's why we think ahead by thinking of individual components holistically," says Frank Bleicher, while further pointing out, "We achieve this by focusing on our line card key partners, delivering more design-in expertise, and aligning our actions with the future, customers, and performance."

A new name for the future

Haug is known for its comprehensive expertise in cable assembly and inductors. The addition of "electronic solutions" underpins the ambition as a provider of innovative, cutting-edge products and services for sustainable electronic solutions.

The logo embodies the company with its brand values of partnership, progress, and excellence. It forms an inseparable unit from the brand symbol, the logo type "Haug" and the associated sub-heading "electronic solutions". The green, dynamic vector combines its angular shape with technological purity. It is an essential part of the visual appearance and represents forward movement and forward thinking.

Haug Electronic Solutions has developed broad, comprehensive know-how in electronic solutions over decades. "We keep the world running as a system specialist, manufacturer and design-in developer," says Frank Bleicher and emphasizes: "With Haug, everyone has the opportunity to create the best electronic solution - employees, partners and customers."