The Evolution of the Sartorius Logo

Sartorius Facts

Oct 28, 2026 | 5 min read

Markets, technologies and customer needs evolve – and so does the Sartorius brand. Since the company was founded in 1870, its name and logo have served as symbols of identification, quality and trust. Over more than 150 years, the Sartorius logo has reflected changing design and communication trends as well as the company’s transformation: from a workshop for scientific instruments to an international partner to the biopharmaceutical industry.

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1870–1961: From a Workshop Label to a Recognizable Trademark

In the 19th and early 20th centuries, Sartorius used a label-style trademark that reflected common design conventions of the period. It identified the company founder, described the business as a workshop for scientific instruments and named Göttingen as its location.

Around 1900, Sartorius also began using a monogram featuring the initials F.S.G. for Florenz Sartorius, Göttingen. Used in advertising, brochures and on products, the monogram helped distinguish Sartorius products and protect them from imitation. Even after the introduction of the Sartorius-Werke AG logo, the monogram remained in use alongside it into the 1930s and continued to appear on some products as a factory stamp into the 1950s.

1870–1914 | F. Sartorius Göttingen

The label-style trademark names founder Florenz Sartorius, describes his workshop for scientific instruments and identifies Göttingen as its location.

1900s–1950s | F.S.G. Monogram

The monogram features the initials F.S.G. for Florenz Sartorius, Göttingen. Used on products and in advertising and brochures, it helped distinguish Sartorius products from imitations.

1900s–1950s | F. S. G. Monogram

The monogram featured on a short-beam analytical balance. The finely ornamented factory stamp on the weighing beam enabled customers to distinguish genuine Sartorius balances from inferior imitations.

When the company changed its legal form to Sartorius-Werke AG in 1914, it introduced a new logo that remained in use until 1961. During the 1950s, the logo was occasionally complemented by the phrase “Made in Germany” on products.

Between 1958 and 1961, selected brochures and products combined the classic Sartorius-Werke logo with an additional interim logo. This gave the brand a more dynamic and contemporary appearance as the company prepared for a new visual identity.

1914–1961 | Sartorius-Werke AG

Following the company’s conversion into a private stock corporation in 1914, the new Sartorius-Werke AG logo shaped its visual identity for more than four decades. The origins of the logo are not documented, although its design may be seen as reminiscent of a balance beam.

1914–1961 | Sartorius-Werke AG

Sartorius-Werke AG logo on a Model B assay balance from 1936.

Photo: © Henry Leutwyler/Courtesy Sartorius, 2020

1950–1961 | Sartorius Werke – Made in Germany

Used alongside the Sartorius-Werke logo in the 1950s, “Made in Germany” served as a mark of quality and reflected the company’s extensive international export activities.

1950–1961 | Sartorius Werke – Made in Germany

The “Made in Germany” logo on a 1960 Electrono, the world’s first serially produced electronic balance.

Photo: © Henry Leutwyler/Courtesy Sartorius, 2020

1958–1961 | Additional Interim Logo

This interim logo, used from 1958 to 1961, marked a visual transition between the long-standing Sartorius-Werke logo and the new brand identity introduced in 1961.

1958–1961 | Additional Interim Logo

The interim logo in red on a Selecta analytical balance from 1958. This special model was the 100,000th analytical balance produced by Sartorius.

Photo: © Henry Leutwyler/Courtesy Sartorius, 2020

1961–1993: Precision and Balance at the Heart of the Brand

In 1961, Sartorius introduced a new logo after the previous design had been in use for more than 40 years. The redesign responded to the growing importance of consistent brand communication and visual advertising.

The new design combined the company’s heritage with the modern visual language of the early 1960s. It was designed to convey quality, reliability and precision. Values closely associated with Sartorius balances at the time. A fine vertical line running through the “o” in the wordmark evoked the zero point of a balance, visually linking the design to Sartorius’ expertise in weighing technology. The lowercase lettering further reinforced the logo’s sense of balance and symmetry.

1961–1993 | Sartorius Wordmark

Introduced in 1961, the new wordmark combined a modern design with a reference to Sartorius’ weighing expertise: the fine vertical line through the “o” evoked the zero point of a balance.

1961–1993 | Sartorius Wordmark

The Sartorius wordmark on an MD8 air sampler, a bacteriological air monitoring device, in the distinctive yellow-orange color used by Sartorius in the late 1970s and 1980s.

Photo: © Henry Leutwyler/Courtesy Sartorius, 2020

1961–1993 | Sartorius Wordmark

Sartorius presented its new logo and brand design to a broad audience for the first time at Achema 1961, then the company’s most important trade show.

1993–2020: A Visual Identity for a Company in Transition

During the strategic realignment of the 1990s, Sartorius updated its corporate identity starting in 1993 to reflect its changing business focus. Building on the 1961 design, the revised logo retained familiar elements while giving the brand a clearer and more contemporary appearance. The yellow “o” became a distinctive visual element of the Sartorius brand. It helped create a recognizable point of differentiation while maintaining the connection to the company’s established visual identity.

In 2001, Sartorius introduced another redesign as the Group increasingly focused on the biopharmaceutical industry. The dot pattern reflected key parts of the portfolio: membranes with different pore sizes, the precision of balances and vertical process support across various stages. The design brought together Sartorius’ biotechnology and mechatronics activities and made the company’s strategic realignment visible.

1993–2001 | Redesigned Sartorius Wordmark

The redesigned wordmark retained familiar elements of the 1961 logo while giving the brand a more contemporary appearance. The yellow “o” became a distinctive feature of the Sartorius identity.

1993–2001 | Redesigned Sartorius Wordmark

The redesigned Sartorius wordmark on a Haemoprocessor, a blood purification device that used membrane filtration as an alternative to conventional dialysis.

Photo: © Henry Leutwyler/Courtesy Sartorius, 2020

2001–2020 | Sartorius Logo with Dot Pattern

The dot pattern reflected key areas of the Sartorius portfolio, including membranes with different pore sizes, the precision of balances and process support across various stages. The new design brought together the company’s biotechnology and mechatronics activities.

2001–2020 | Sartorius Logo with Dot Pattern

The Sartorius logo on a Cubis^® microbalance, model MCA2.7S, from 2019.

Since 2020: Simplifying Progress

In February 2020, Sartorius introduced its current logo as part of a broader brand relaunch since the company and its strategic focus had changed significantly compared to nearly 20 years ago. The new visual identity was designed to express the company’s promise, Simplifying Progress: helping biopharma customers accelerate drug development and improve manufacturing efficiency for better therapies and more affordable medicine. The logo stands out in the industry and visually positions Sartorius’ approach, goal, and promise to its clients and customers.

Since 2020 | Simplifying Progress

Introduced in 2020 as part of a broader brand relaunch, the current logo reflects Sartorius’ transformation and strategic focus. The visual identity brings the company’s promise, Simplifying Progress, to life.

Since 2020 | Simplifying Progress

The Sartorius logo on a Univessel^® SU stirred-tank single-use bioreactor from 2020.

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