ABB's Slogans & Taglines

ABB is a dedicated champion of electrification mastery, automation architecture, and the high-performance orchestration of global industry and energy, built on a legendary Swiss-Swedish engineering heritage that treats the management of complex physical processes not as a chaotic operational hazard, but as a flawlessly controlled, predictable science of pure efficiency and sustainable progress. Born in 1988 from the historic union of Sweden’s ASEA and Switzerland’s Brown Boveri, ABB commands over 140 years of combined innovation, spanning from the first high-voltage transformers to the collaborative YuMi robot and the Azipod marine propulsion systems that revolutionized seafaring. Its four pillars—Electrification, Motion, Process Automation, and Robotics—form an unshakeable foundation for modern civilization, powering factories, grids, and transport with relentless precision. The brand’s slogan evolution traces this majestic arc: from the enduring promise of “Power and productivity for a better world” through the collaborative invitation “Let’s write the future. Together,” to the 2024 declaration “Engineered to Outrun,” a mantra that captures ABB’s mission to keep industries running leaner, cleaner, and forever ahead of the demands of tomorrow.