Brand and Reputation
We focus on creating a unique image of Jenoptik for all our stakeholders – whether they are customers, employees, cooperation partners, or investors. This image needs to be authentic and provide recognition value.
Besides our product portfolio and our history, important influencing factors include Jenoptik’s corporate culture and values. It is the combination of these aspects that turn a logo into a real brand.
Within the scope of our Strategy 2022, we have continued to further develop our brand. Our campaign "More Light" does not only add more color to Jenoptik, but in 2018 it also bundled all activities and initiatives that will create a common Jenoptik spirit. Since January 2019, we have presented our Jenoptik brand under the “More Light” claim.
The Jenoptik brand unites light and photonics in the brand core and focuses on photonic technologies, while, since 2018, our mechatronic business has been managed under the independent brand VINCORION. This brand helps us to meet the specific demands of the customer and markets better than with the Jenoptik brand because this type of business requires a different market approach.
There are many timelines bundled within Jenoptik. The oldest are associated with the names Carl Zeiß and Ernst Abbe and reach back to the mid-19th century.
This means our origins lie in a traditional company, which laid the foundations for the famous "Made in Germany" in the 19th and the 20th century, and that stands for precision, quality, sound engineering technology and high-class workmanship (more detailed information on the history of Carl Zeiss).
After the 2nd World War there was a Zeiss company in West Germany in Oberkochen as well as this company at the founding headquarters in Jena, which became VEB Carl Zeiss Jena in the German Democratic Republic (GDR).
After reunification, parts of the GDR "Kombinat" were taken over by the Zeiss company in Oberkochen and Jenoptik was founded in Jena in 1991. The company was actually not intended to experience its fifth birthday as the purpose of its foundation was to wrap up the Jena "Zeiss remnants" within five years. The longstanding Jenoptik boss Lothar Späth managed to get around the settlement orders by the purchase of companies.
Today, there is no longer any direct relationship to the Zeiss Group. Carl Zeiss and Jenoptik are primarily connected through customer and supplier relationships.
Corporate culture and values
The sale of various companies in West Germany during our Späth area was intended to usefully complement the Jena products and above all to tap into sales channels on the world markets that had been lacking up to then. From 1995, this led to enormous brand diversity on the market and also thus to a clash of different corporate cultures.
The step-by-step introduction of the Jenoptik brand for the entire business from 2006 on is considered to be the start of the unified Jenoptik brand
The origins of our Jenoptik brand
The Jenoptik brand is older than you think. It was first mentioned in an old trademark register from the year 1957. Jenoptik was originally the brand under which the East German Zeiss company sold its goods to the Western world.
Jenoptik became a company brand with our founding in 1991. The blue box of our logo also originated from this time, but has been changed slightly since then. The transition to the worldwide unified umbrella brand Jenoptik took place step by step from 2006 onwards.
Brand image and reputation is extremely important to Jenoptik in a number of ways. First of all I would like to thank you, as an interested party, customer or partner, for your trust. To our partners, we want to be visible, reliable and an attractive partner. Above all, it is the long-term and trusting relationships that will ensure our economic success. We strive to make our communication not just consistent, fast and catchy but also simple and understandable.
We also benefit from the reputation of our location. As the "Optical Valley", Jena enjoys an excellent reputation. Many of our partners for innovation and technology developments have, like us, made Jena their home. We are committed to our location with numerous donation drives to ensure it is an attractive place for families, children and education.