NORTH CANTON, Ohio — When Carl Diebold came to the United States in the mid-1800s from Germany, he was determined to use his locksmith skills to build some of the most secure safes in America. This year, Diebold Inc. is celebrating its 150th anniversary — and announcing its new brand strategy and tagline, "Innovation Delivered."
According to a news release, the company's new mission statement, "We deliver innovative technology and services that make businesses better through a powerful combination of: customer knowledge, inspired thinking and attentive associates," reflects the philosophy of the company's founder.
"This is a very exciting year for Diebold as we reflect on our extensive history and remember the pioneers who came before us, who laid the foundation for our company," said Thomas W. Swidarski, president and chief executive of Diebold. "Looking forward to the future, our new brand reflects Diebold's goal to deliver the most innovative solutions to our customers, allowing them to be efficient and create additional value to their businesses."
In 1859, Carl Diebold opened a small safe-and-lock company in Cincinnati. In 1871, when 878 Diebold safes survived the Great Chicago Fire, Diebold's brand and reputation strengthened. Because of the inability to expand operations in Cincinnati, the company moved to Canton, Ohio, in 1872.
Over the next 100 years, Diebold saw its product and solutions grow, and in the 1930s, bank robber John Dillinger prompted Diebold to create a deterrent system for financial institution branches that would engulf the lobby in tear gas and cause bandits like Dillinger to flee. During World War II, Diebold manufactured $65 million worth of armor plate for more than 36,000 U.S. Army scout cars.
In 1967, the company entered the financial self-service industry, showcasing a prototype of its first multifunctional ATM, which some say looked like an egg on stilts. Diebold sold its first ATM in the United States in 1973.
Based on its security expertise, Diebold was selected in 2001 to provide safes that protect the original documents of the U.S. Constitution, the Declaration of Independence and the Bill of Rights — together known as the Charters of Freedom — in the National Archives Building in Washington, D.C.
Since its inception, the company has grown to become one of the largest and oldest companies in the financial self-service, security and services markets, reporting 2008 revenue of more than $3 billion.
Now the company looks ahead.
"Diebold's new brand reflects our company's utmost goal to provide exemplary service to our customers," Swidarski said. "As we declare in our vision statement, we intend for our customers to rely on us to provide them with new, innovative solutions that will help them help their customers enter the new age of technology and services."
The tagline, "Innovation Delivered," captures the company's new vision statement: "To be recognized as the essential partner in creating and implementing ideas that optimize convenience, efficiency and security."
Diebold's refreshed set of values set the standards for day-to-day operation of the company:
- Integrity
- Collaboration
- Innovation
- Knowledge
