Holtmann Group (Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH) has been an integrated service provider for trade shows and events since 1950, headquartered in Langenhagen, Germany.
Holtmann is one of the leading trade fair and event service providers in Germany and the world.
In 2018, as Holtmann Design- and Brand Consultant, along with rebranding and brand strategy transformation, the definition and design of a distinct image and identity for Holtmann and Holtmann Group Companies was put on the agenda.
The first step was to audit the brands/companies and their current position on the market and among competitors.
In the 360° Brand Audit Holtmann brand audit, more than 50 factors such as Brand Strategy Audit (Brand name, message, and claim, brand essence and purpose, brand values, brand vision, brand mission, brand purpose, brand architecture, brand story), Brand Design Audit (Logo, colors, typography, imagery, visual language, design system, graphics, illustrations, icons), and Brand Communications (Website, social media channels, E-mails, company presentations, catalogues and brochures, exhibition, campaigns) were reviewed and revised.
After the analysis of the companies, it was time to look at the competitors. More than 100 exhibition companies in Germany and all over the world were carefully analyzed. In the future, this document will form the basis for writing strategy and brand design.
After three months of deep research and analyzing more than 100 international trade fair and event companies in Germany, we found about 30 companies that use the word Messe+Event in their subclaims, title or slogan. More than twenty companies also had black and white in their corporate colors.
My suggestion was to define a brand architecture and create a new (sub) brand with a completely different and unique image, as well as to develop Holtman with a completely fresh approach.
Holtman Since 195O was born as an umbrella brand (Dachmarke) of orange and white as a main color, silver and anthracite as the accent color. Traditional Holtman but, instead of black and white, a combination of gray, anthracite and orange was chosen as the accent color.
There were no other trade fair and event companies in Germany at that time using such a corporate color combination. Our goal was to create a new, relevant brand with an emphasis on design rather than construction. There are two distinct images that are created in the minds of the audience; one, the serious color of anthracite and white symbolizing the company's seventy years of experience; and the other, an orange and white combination symbolizing a young and ambitious approach to gaining market share.
Sometimes, in order to know where we are heading, we must first know where we are.