BINDER everywhereMay 2019
The red BINDER triangle – a real eye-catcher
Companies need to have a symbol that makes them instantly recognizable. Everyone knows Apple Inc. from its fruit logo, and Tuttlingen company BINDER’s triangular red controller on its units and its logo featuring three red triangles make it just as distinctive. No matter where you see it – whether it’s on TV, at trade fairs, or at universities – the red BINDER triangle really catches the eye. This hallmark of the BINDER brand wasn’t created overnight, however. Instead, it has changed and taken shape over time as the company has developed. Nowadays, the whole world knows that the red triangle stands for BINDER – which means the very best in products, best in consulting, and best in service.
But back in 1982, when our current CEO Peter Michael Binder developed the first hot-air sterilizer – an invention which would lay the foundations for our success today – the red triangle logo was nowhere to be seen. Instead, the sterilizer had a stainless steel housing and the electronic controls were mounted vertically on the side.
Only two years later, WTB BINDER Labortechnik GmbH had developed its first heating chamber, which already looked completely different. Painted red and white, its design was considered avant-garde for the time. A lot had changed inside the chamber too: A new rack had been added so that the temperature distribution could be controlled even more effectively. The electronics remained on the side of the chamber. And there was still no sign of the triangular controller!
The first cooled incubator came onto the market in 1985. Its door knob made it a distinctive piece of equipment, and it featured technical innovations such as a digital display. It was even possible to connect a printer to it at the time.
In 1990, WTB BINDER Labortechnik was able to make a huge technological leap forward by mounting the instrument panel horizontally at the head of the chamber, making the interior bigger for the user. The launch of the APT.line™ 1 air ducting was an even greater technological feat – this unique heating system was designed to ensure homogeneous temperature distribution inside chambers. The distinguishing feature of the new products was the newly launched door handle.
In 1994, the company continued to advance in leaps and bounds: BINDER developers set about reworking the simulation chamber design to make it more contemporary, and carried on in their enthusiastic quest to pursue technological innovations. It was at this moment that the triangular controller came into being, and it has been used to conceal some of the chamber electronics ever since. Volker Schilling, head of the test team, had this to say about the BINDER innovation: “The triangular controller has proven successful because it offers the customer everything that they need, it saves space, and it’s at the cutting edge of technology. What’s more, the controller is not susceptible to faults, despite the fact that it contains a lot of electronics. It’s a true BINDER innovation.”
In the year 2000, when WTB BINDER morphed into BINDER GmbH, the red logo became an even more distinctive feature. All of BINDER’s technological progress so far was shaped into an overarching company policy and a new logo – and this was the moment when the logo consisting of the three red triangles was born. The values and goals it represents have been embodied by every BINDER employee ever since.
BINDER’s sizable customer base can see the company’s values represented in the logo and again on the red triangular controller on its simulation chambers. This fosters a feeling of trust, as users know exactly what BINDER stands for – an all-encompassing company policy that they can rely on. Best in products, best in consulting, and best in service: These are the values that the BINDER logo stands for today, represented on simulation chambers across the globe in the shape of the triangular red controller. They show that BINDER is committed to upholding these values – both now and in the future.