Gardening woman under Glatz parasol


Here comes the sun

Producing high quality sunshades for more than 125 years, the Glatz family grew their business internationally and firmly established the brand as a European market leader. In 2020, Glatz reviewed its business strategy and went for a complete overhaul of its brand identity.

The brand’s history spans several generations and is rooted in ingenuity, durability, individuality and iconic design. The new chapter of this history is a continuation of the brand’s tradition and innovative spirit but adds a stronger feel of Swissness. It also shifts the focus from purely product to the people living with and enjoying the product.

Red Glatz logo on white background
Newspaper reading man under red Glatz parasol

“The new identity exemplifies our brand’s inventive genius and high level of quality. It is true to our tradition and Swiss heritage.”

Markus Glatz, CEO Glatz

Glatz, cherry eating toddler in garden
Glatz, woman swimming in pool
Glatz, woman in yellow dress stretching her arms joyfully

“We gained a lot from the experience and expertise of Scholtysik regarding both strategic positioning and implementing a Swiss brand internationally.”

Goris Verburg, Co-CEO Sales and Marketing

Glatz, man lying under parasol on terrace lounge with sea view
Glatz, woman standing by swimming pool under parasol

Generous and light

The look and feel of Glatz is clear and easy on the eye. Simple yet flexible typography allows for varied layouts. Across all media the result is both consistent and typical for the brand. Thus, the brand design helps convey the Glatz promise of Swiss quality.

Glatz cover pages of catalog and price list
Layout of various Glatz flyers
Layout of a Glatz trifold flyer

Joy of use

Glatz offers a wide range of sunshades, they are highly customizable and the colour palette is enormous. And each model comes with a whole plethora of accessories. So user-friendly design is paramount. For choice to remain a privilege and not turn into a burden the users must never feel lost and find everything intuitively and conveniently.

Glatz website
Glatz mobile website on three smartphone screens


Positioning | Brand promise | Brand personality | Brand design | Logo design | concept for imagery | Print collateral | Picture editing | Product branding

Photography: Mike Meyer