When it was first founded by Ferdinand Lange in 1845, A. Lange and Sohne (pronounced AH LAHN GUH UND ZO NUH) was primarily known for their high quality pocket watches. As timekeeping fashions changed, A. Lange and Sohne began making wristwatches instead. A. Lange and Sohne is now popular because they produce complicated watches made with precious metals and mechanical movements. The proud history of the brand is referenced through their logo, which has remained unchanged for years. In this article, we will share the details of the A. Lange and Sohne logo’s history and show how the company uses it to successfully market their brand.
A. Lange and Sohne Logo Design Elements
The A. Lange and Sohne logo has essentially been the same for years, so it has a very traditional design. Black text on a white background is used to represent the name and origin of the company. To avoid looking too plain, the logo uses appealing fonts and text shapes to create a visually pleasing logo. The top line says “A. Lange & Sohne” in a line of text that curves into an arc. This curve is higher in the middle and lower in the bottom, so it wraps around the second line of text that says “Glashutte I/SA” in smaller text.
A. Lange and Sohne’s logo font was specifically designed for the company by Linotype. It is a crisp, Romanized font that still looks legible when engraved on watches. This font also contains an unusual ampersand design, with flat and exaggerated curves that give it an Art Nouveau feel.
Changes and Evolution
The shape of the A. Lange and Sohne logo has been heavily influenced by the company’s history. When it started out in the 1800s, the company had an extremely elaborate logo. The name and location of the company were set in a motif of overwrought curlicues and a heraldic seal. After the founder passed the business on to his sons in the late 1870s, they simplified the logo.
All of the heavily shaded curls and flourishes were simplified to a few curving lines around the phrase “A. Lange and Sohne uhrenfabrikanten Glashutte in Sachsen.” This was simplified even more by the 1900s, when the logo just became two horizontal lines of text that said “A. Lange and Sohne” and “Glashutte.” A. Lange and Sohne went out of business in 1948 at the end of World War II, but they were relaunched in 1990 with the logo that is still in use today.
The first A. Lange and Sohne logo used a light grey or gold color to print the flourishes surrounding the company’s name. However, after the company changed to the simpler logo in the 1870s, they switched to the classic black on white design that is still in use today.
At first, A. Lange and Sohne used a mixture of blackletter gothic scripts and san-serif neo-grotesque fonts. When the logo was simplified into just a few lines of text, the company started using a more traditional Roman font.
When A. Lange and Sohne was relaunched in the 1990s, they decided to use the old version of their logo because it was important to maintain continuity between the new brand and the old brand. They just made a few minor changes to help the logo look more appealing in modern times. The “Glashutte I/SA” line of text is an abbreviated form of the old logo’s motto, which said “uhrenfabrikanten Glashutte in Sachsen.” This essentially translates to “watch fabricators of Glashutte in Saxony. The company decided to use this motto because it references their past as a watchmaking company in the German state of Saxony. They also decided to curve the top line of text because it fits better along the arch of a circular watch face.
- A. Lange and Sohne made oversized wristwatches for German pilots during World War II, but they did not use their logo because they wanted to avoid being bombed. This strategy did not work, and the factory was destroyed by Allied forces.
- When the company was refounded in the nineties, the driving force behind this decision was the great-grandson of the original founder.
- A. Lange and Sohne means “A. Lange and Sons” in English.
An arced design and a traditional font make the logo a graphically pleasing shape that references A. Lange and Sohne’s proud past. A. Lange and Sohne is known for producing quality watches that are more functional and less decorated than Swiss luxury watches, so their straightforward logo helps to convey the impression of austerity and simplicity.