This is the new SÄLZER®

Sälzer Electric - the original shows profile

From a traditional company to a modern industrial brand

For 70 years, Sälzer Electric GmbH from Rochlitz has stood for precise, safe and durable industrial switches. in 2025, the company fundamentally overhauled its communication – with a clear brand strategy, a modern brand design and a digital realignment. The aim is to make SÄLZER® visible as the original among industrial switch manufacturers: technical, authentic and future-oriented.

The new communication is more than just a fresh look. It reflects what SÄLZER® stands for: safety, precision and reliability – Made in Germany. The brand combines technical expertise with an honest, down-to-earth attitude and focuses equally on people and products.

A brand with attitude: The original

At the heart of the strategy is a return to what makes SÄLZER® special: experience, quality and innovative strength. Since the 1950s, the company has been developing and producing switch-disconnectors and cam switches that are used all over the world. The brand promise is: industrial switches for a safe electrical future.

SÄLZER® stands for double safety - for the people who operate the machines and for the efficiency of the machines themselves. With the Sälzer Modular Design®, a flexible modular system, customer-specific switch solutions are created that combine precision, efficiency and individuality. This makes it clear: SÄLZER® is powerful, high-quality, reliable - and always individual.

Brand design with technical clarity

The new brand design translates these values into a precise visual language. It is clear, technological and high-quality - with a color scheme of grounded grey, pole white, electric green and carbon black that conveys technical expertise and future viability.

The revised word-image brand has been carefully modernized and stands as a symbol of trust. In combination with an authentic visual language - real people, real work, real products - the result is a brand image that demonstrates proximity, quality and technical excellence in equal measure.

The design follows the maxim: space for the product, clarity in appearance, strength in expression. This visibly differentiates Sälzer from the competition and shows that industrial brands today can also be emotionally convincing.

Systematic communication

At the heart of the new brand communication is the website - as a digital center and point of contact for customers, partners and applicants. It combines product information, brand world and interactive advice. Switch solutions can be put together individually using the new product configurator - quickly, intuitively and efficiently.

In addition, Sälzer relies on a targeted communication mix of online campaigns, social media, newsletters and specialist advertisements to reach new customers and retain existing ones. At the same time, employer branding is being strengthened: with clear messages about team spirit, safety and appreciation, Sälzer is positioning itself as an attractive employer in the electrical engineering sector - regionally rooted, internationally active.

Technology meets attitude

With the new communication strategy, Sälzer Electric shows that the brand is more than just a manufacturer of technical components. It stands for engineering skill, responsibility and authenticity - for high-tech with handshake quality.

The brand now presents itself as more independent, more visible and more self-confident. It combines precision with personality, modernity with origin - and always remains what it has always been: the original.

SÄLZER Electric GmbH - Switch to the Original.