A Bold, New Look

Schumacher Elevator set to celebrate 90th anniversary with an updated brand identity.

Schumacher Elevator is set to celebrate its 90th anniversary in 2026, and the company will be stepping into that milestone with a bold, new look. In May, the company unveiled a new design for its logos, website, vehicles, uniforms, tradeshow booths and more. The previous version of the logo had been in place since the 1980s, so the Schumacher family — which has now added its fifth generation to the team — knew it was time for a refresh. 

Sam Schumacher, senior account manager and said fifth-generation family member, explained:

“The rebrand is meant to reflect the company’s commitment to growth and that we are poised for the future — the next 90 years in business with the next five generations. We are no longer a small mom-and-pop shop, and we wanted to create an updated brand that reflects that growth.”

To develop the new look, Schumacher involved its employees, customers and supplier partners in the process. The new mark features a stylized “S,” forming a path by symbolizing progress, which is a direct representation of Schumacher Elevator’s forward trajectory, Schumacher said. He added that the incorporated arrow in the mark further emphasizes the company’s steady growth and forward-thinking approach while remaining true to its proud, hardworking values. The logo was designed with versatility in mind to be able to fit seamlessly into a wide array of mediums to maintain a modern and cohesive brand presence. The new color palette features an electric shade of “Schumacher Blue” to create a memorable impression while differentiating it from the rest of the elevator industry.

Along with its updated mark, the addition of a new company badge helps to communicate the Schumacher family’s strong independent legacy while paying homage to the company’s past by incorporating a vintage position indicator design.

 Jeff Schumacher said:

“Although we are undergoing a massive update to our look and branding, we still honor our family and company values that have kept us growing independently for almost 90 years, and none of that will change. We know that our strength and longevity come from the relationships we have had the honor of building over the years.”

Background

Schumacher Elevator began as Schumacher’s Machine Shop in 1936 in Denver, Iowa, as a farm-equipment repair specialist, designing its first lift for a chicken hatchery and later building lifts for funeral homes. The company was founded by William Schumacher and his sons, Elmer and Earl. In the 1960s, Elmer’s son Marvin took the company in the direction of passenger elevators, and it never looked back. When ELEVATOR WORLD featured Schumacher in October 2013, the company had grown to 200 employees and touted its presence in 19 states and various countries, along with servicing 5,000 elevators and manufacturing for other companies.

Since 2013, the company has more than doubled its revenues and service base and now has more than 300 employees.

Jeff Schumacher is now the CEO of the company and the fourth generation to be at the helm. Jeff’s son, Sam, fifth generation, has also joined the business and currently works out of the company’s Minneapolis office.

Schumacher Today

Since 2013, the company has more than doubled its revenues and service base and now has more than 300 employees. In that time, Schumacher has created a wholesale division and embraced becoming a supplier as well as a contractor, along with organically entering a new market — Omaha, Nebraska, — in 2021. 

The company has furthered its commitment to technological innovation and growth with new controllers, a new laser and material handling system, a new robotic welder, the addition of a CNC plasma cutter and a new warehouse, which has allowed Schumacher to increase its manufacturing capacity.

Schumacher currently has branch offices and services elevators throughout the Midwest in Iowa, Minnesota, Wisconsin, Illinois, Nebraska, South Dakota and Missouri. “We have a growth mindset and are determined to be the premier independent elevator company in the country and the premier service provider in the Midwest,” Jeff Schumacher said. 

The company continues to offer maintenance, repair, new installation and modernization services throughout the Midwest and is still focused on providing custom solutions through its engineering capabilities.

As it looks toward the next 90 years, Schumacher Elevator has plans to grow while remaining focused on what has made it strong. Sam Schumacher said:

“We work to represent the best of the elevator industry in everything we do by how we treat our customers, partners, employees and our communities; by our attention to quality in all the products we proudly build in the U.S.; and our firm commitment to remaining an independent, family-run operation.”