The origins: Tecnotranc S.r.l. (1983)

It was 1983 when, in the province of Milan, Tecnotranc S.r.l. was founded, a mechanical workshop specialising in sheet metal processing and stamping. The name, very much in line with that era, was TECNOTRANC, combining and recalling both the company’s activities and its production sector.

The invention of numerous patented products marked the first real turning point. Steady growth and commercial success soon created the need for a clearer and more recognisable identity in the market.

The birth of the MASS brand

In response to this need, the MASS brand was created, a name that already conveys in its sound and meaning the essence of the project: maximum quality, maximum reliability, maximum innovation. The new brand marked a turning point : the company began presenting itself with a more consistent graphic identity, capable of enhancing its products even at an international level.

“The MASS brand was created to define a new standard : solid, functional, professional.”

The MASS brand was paired with two triangles representing mountains, further emphasising the concept of massiveness and robustness, an idea also expressed by the imposing font chosen.

The MASS brand became so successful that it increasingly overshadowed the original company name, TECNOTRANC SRL. Customers recognised not only the products but also the company behind the Mass brand, eventually forcing management to align the company name with the brand : thus MASS SRL was born.

The evolution of the logo

The first Tecnotranc logo (1983)

TECNOTRANC SRL, often paired with the province of origin (VARESE) to geographically highlight Italian production, evoked the technical mechanical engineering and metal stamping sector.

The first MASS logo (1990s)

MASS, standing for Maximum performance and Massive strength, also referred to the mountain massifs symbolised by the triangular shapes preceding the wordmark.

Evolution and consolidation (2000s–2010s)

The grey tones were abandoned, with red and yellow becoming the official company colours, so that Mass products could stand out visually as well as for their quality—both at retail outlets and on construction sites.

Logo 2025: visual identity and value

A restyling of the logo made it more minimal and coherent with the triangular symbol, while still maintaining a massive impact that conveys solidity and reliability.

An identity looking to the future

The evolution of the logo tells the story of a company that has adapted to the times while staying true to its founding values : innovation, functionality, and quality in both Made in Italy and imported products.

Over more than 40 years of activity, the MASS brand has become a true synonym for quality and reliability.

The company’s primary goal remains to keep this connection alive, never disappointing its most demanding customers, those who still believe in quality and invest in a brand that guarantees high performance.

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