While it may bear a resemblance to a rocket, the iconic DEUTZ logo has a rich spiritual background.
The distinctive design draws inspiration from a renowned German church located in the town where a company that eventually became part of DEUTZ AG was founded.
Ulm Minster, also known as Ulmer Münster, is a Lutheran church situated in Ulm, in the State of Baden-Württemberg. After several centuries of construction, it was completed in 1890 and held the title of the world’s fifth tallest building built before the 20th century.
Due to its imposing size, this grand structure is often mistaken for a cathedral. At a towering height of 161.5 metres, it briefly held the distinction of being the world’s tallest building.
But how does this magnificent building connect to DEUTZ?
The initial distinctive symbol was employed by C.D. Magirus AG, a company based in Ulm that was renowned for producing trucks, fire engines, and buses. In 1936, this company was acquired by Humboldt-Deutzmotoren AG in Cologne, which later became DEUTZ AG.
The first company badge of C.D. Magirus AG was crafted when the company commenced production of heavy goods vehicles in Ulm back in 1917. It featured Ulm Minster enclosed within a cogwheel.
Around 1920, an outer band was added, bearing the inscription “MAGIRUS ULM.” The cog motif was depicted in red for fire service vehicles and blue for heavy goods vehicles.
In 1925, the emblem underwent another modification, incorporating the Minster tower along with the capital letter “M” of Magirus. The name “MAGIRUS ULM A.D” (an der Donau) also appeared.
In 1936, C.D. Magirus AG was acquired by Humboldt-Deutzmotoren AG of Cologne. This integration culminated in a contract in 1938 with Klöckner-Werke AG in Duisburg, leading to the establishment of Klöckner-Humboldt-Deutz AG (KHD).
The newly designed badge was merged with the Magirus logotype as the product trademark. Modified versions of this logo were later used exclusively for KHD-Werk Magirus in Ulm.
In 1964, to commemorate the company’s centenary, the tower symbol became the official trademark for the entire group, presented in various combinations.
The current DEUTZ logo was introduced in 1999 when KHD AG transitioned to DEUTZ AG.
David Howes, a technical and service support expert at DEUTZ Australia, recalls his colleagues at DEUTZ UK affectionately referring to the logo as the “DEUTZ rocket.”
“It has evolved over the years,” he remarks. “It was always known as the DEUTZ rocket. The DEUTZ symbol is recognised by everyone.”
For more information about DEUTZ’s history, you can explore additional details here and here
