The ABB cross haired logo is the primary visual symbol of the ABB brand. It symbolizes ABB's strong heritage and the forward-looking solutions that they provide. The ABB logo is also a trademark with worldwide protection. Used mostly in combination with the claim "Power and productivity for a better world", it is used prominently and consistently across all ABB's communications.
The strong crosshair concept of the ABB logo is also well applied in the 2004 ABB sub brand Elux.