At Astor Bannerman, the elephant is more than a design feature — it’s a symbol of who we are and how we work.
But why an elephant?
Not because we love safari holidays.
Not because Dumbo was a childhood favourite.
And definitely not just because it looks nice.
We chose the elephant very deliberately.
The Meaning Behind the Elephant
Elephants represent qualities that closely reflect our values as a UK manufacturer of specialist care equipment.
They are:
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Strong and powerful — yet gentle
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Known for longevity and stamina
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Highly intelligent
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Naturally cooperative
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Excellent communicators and listeners
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Deeply loyal
For over 30 years, we’ve designed and manufactured equipment that must be robust, reliable and built to last — but always safe and supportive in use.
Strength alone isn’t enough.
Our equipment supports people at their most vulnerable. It must perform powerfully while operating gently and with dignity.
That balance is what the elephant represents.
Our elephant is affectionately known as Astor.
She represents our commitment to being:
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Supportive partners
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Practical problem-solvers
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Good listeners
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Long-term collaborators
We don’t believe in one-size-fits-all solutions. We work closely with architects, occupational therapists, contractors and end users to develop equipment that works in the real world — not just on paper.
Loyalty, cooperation and communication matter in our industry. And they matter to us.
If you look closely at our logo, you’ll see Astor holding a flower in her trunk.
That detail is intentional.
It symbolises the care and gentleness required when supporting individuals who rely on our equipment every day. While our products are engineered to be strong and durable, they must always handle people with sensitivity and respect.
Power and gentleness should coexist.
A Symbol of Who We Are
The elephant in our logo isn’t decorative.
It represents strength with sensitivity.
Longevity with reliability.
Intelligence with collaboration.
And loyalty to the people we support.
Astor has been part of our identity for decades — and she will continue to represent the values that guide everything we do.
Supporting Elephants in the Real World
Our connection to elephants goes beyond symbolism.
We are proud to support the work of the World Wildlife Fund for Nature (WWF), helping to protect elephant habitats, reduce poaching and address human–elephant conflict. We simply can’t imagine a world without elephants — and we want to play a small part in protecting their future.
As a symbol of that commitment, and of our affection for the animal that represents us, Astor Bannerman has adopted an elephant through WWF. We hope it marks the beginning of a long-lasting relationship.
Because for us, the elephant isn’t just part of our logo.
It’s part of our values.
