Hello @10sqrft, it is a bit of a long story... here you go: The original logo of Julius Geiger GmbH and the first logo of the company that was renamed TRUMPF have in common the realistic depiction of the flexible shaft on which the company's early economic successes were based. When the former main product was displaced from the range by stationary sheet metal working machines and other product innovations, Christian Trumpf saw the moment had come to introduce a more abstract signet that no longer referred to a specific product. Since the term "Trumpf" is used in well-known card games such as Skat to refer to particularly valuable cards, it seemed obvious to him to use a stylized ace of spades to suggest to customers the economic superiority of his company. In the mid-1980s, this symbolism no longer seemed appropriate to the new management, which is why the company logo was carefully yet fundamentally redesigned. On the one hand, the blue rectangle, which already had recognition value, was retained, but on the other hand, any reference to a playing card was removed and the TRUMPF lettering was colored black and moved from the center to the "roof" of the blue rectangle. The reasoning behind this change in the signet was explained in detail at a meeting of the Board of Directors in October 1985: "Changing a signet must have a compelling reason: If, for example, it is endangered by misinterpretation and so is no longer able to sign. TRUMPF - coincidentally, this term exists in the language of card games. It may once have been 'chic' to refer to such parallelism, but today it becomes questionable whether the image of a company offering state-of-the-art technology is happily attached to it. Even the tradition-conscious will no longer want to see the word 'trumpf' translated as 'good card'. Future technology has nothing to do with playing cards. [...] That is why TRUMPF has a new signet. Objective, strict, almost flag-like. In simple overall form, it stands on a firm foundation, says its name in clear capitals, is legible and memorable. [...] It is designed in such a way that there is no need to change it - classic and unpretentious. " This assessment proved to be accurate insofar as the company logo was not significantly changed in the following three decades You can find the older logo images here www.trumpf.com/en_INT/company/history/1934-1949/