Since 195O, but still Holtmann
Holtmann
Brand Design | Brand Look and Feel | Corporate Identity | Stationary Design
Holtmann
Brand Design | Brand Look and Feel | Corporate Identity | Promotion Stand
Holtmann
Brand Design | Brand Look and Feel | Corporate Identity
Holtmann
Brand Design | Brand Look and Feel | Corporate Identity
Holtmann
Brand Design | Brand Look and Feel | Corporate Identity | Promotion Stand
Holtmann
Brand Growth | Brand Impact | Brand Campaign
Holtmann
Brand Design | Brand Look and Feel | Corporate Identity | Giveaway
Holtmann
Brand Design | Brand Look and Feel | Corporate Identity | Giveaway
Holtmann
Brand Growth | Brand Impact | Brand Campaign
Holtmann
Brand Growth | Brand Impact | Brand Campaign
Holtmann
Brand Design | Brand Look and Feel | Corporate Identity | Giveaway
Holtmann
Brand Growth | Brand Impact | Brand Campaign
Holtmann
Brand Design | Brand Look and Feel | Corporate Identity | Giveaway
Background
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.
Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH are now united under Holtmann+.
Holtmann GmbH & Co. KG, Mesomondo GmbH and Expomondo GmbH are now united under Holtmann+.
Holtmann is one of the oldest exhibition companies in Germany and the world. In 1950 the brothers Wilhelm and Walter Holtmann sowed the seeds for the modern company when they established a carpenter's shop. Their proximity to the trade fair in Hanover and the workshop's reliable craftsmanship formed the basis for the first exhibition orders from well-known exhibitors.
By the 1960s, exhibition construction was already becoming an important basis for the company. By then, Holtmann was building stands for trade shows in Frankfurt, Berlin, Milan, Poznan, Paris, Moscow, London and Budapest. Over a period of three months, Holtmann built 18,000 m² of roofing and 18,000 m² of flooring and ceiling elements for what was then the largest exhibition hall in the world: Hall 1 in Hanover.
In 1971 the Olympic Committee commissioned Holtmann as the main contractor for the construction of the entire Olympic sailing competition in Kiel. The whole Olympic Village, with more than 3,600 m² of halls, was built over five months, ready to use with all heating, ventilation and lighting installed. Further complex jobs followed, as well as an increasing number of national and international trade fairs for well-known companies.
At the start of the 1990s, the second generation gradually took over the management of the Langenhagen company, in the form of industrial engineer Claus Holtmann and business manager Jürgen Holtmann. That decade saw a series of other major construction projects. Over a construction period of just three months, Holtmann played a major role in completing the information stand at Potsdamer Platz in Berlin, Europe's biggest building site. Another highlight of that decade was the Deutsche Telekom trade fair stands, which were becoming increasingly sophisticated.
In 2000 the World's Fair took place in Hanover, marking the start of new challenges for the Holtmann company which exceeded everything prior to that in terms of size and complexity. Holtmann was in overall charge of two of the largest individual projects assigned by the Expo. These were firstly the production of the entire themed park at the heart of the Expo, whose 11 displays filled 5 entire exhibition halls, and secondly the fulfilment of all the multiservice complexes, with a floor space of 40,000 m².
Since the Expo 2000, a whole new field of business has thus been added to the range of services offered by Holtmann Messe+Event. Examples of this new skill being pavilions at subsequent world fairs such as the Expo 2002 in Switzerland, the Expo 2005 in Aichi, Japan, and that in Shanghai in 2010, as well as the construction of showrooms and museum buildings. Text: ©Holtmann/Edited
By the 1960s, exhibition construction was already becoming an important basis for the company. By then, Holtmann was building stands for trade shows in Frankfurt, Berlin, Milan, Poznan, Paris, Moscow, London and Budapest. Over a period of three months, Holtmann built 18,000 m² of roofing and 18,000 m² of flooring and ceiling elements for what was then the largest exhibition hall in the world: Hall 1 in Hanover.
In 1971 the Olympic Committee commissioned Holtmann as the main contractor for the construction of the entire Olympic sailing competition in Kiel. The whole Olympic Village, with more than 3,600 m² of halls, was built over five months, ready to use with all heating, ventilation and lighting installed. Further complex jobs followed, as well as an increasing number of national and international trade fairs for well-known companies.
At the start of the 1990s, the second generation gradually took over the management of the Langenhagen company, in the form of industrial engineer Claus Holtmann and business manager Jürgen Holtmann. That decade saw a series of other major construction projects. Over a construction period of just three months, Holtmann played a major role in completing the information stand at Potsdamer Platz in Berlin, Europe's biggest building site. Another highlight of that decade was the Deutsche Telekom trade fair stands, which were becoming increasingly sophisticated.
In 2000 the World's Fair took place in Hanover, marking the start of new challenges for the Holtmann company which exceeded everything prior to that in terms of size and complexity. Holtmann was in overall charge of two of the largest individual projects assigned by the Expo. These were firstly the production of the entire themed park at the heart of the Expo, whose 11 displays filled 5 entire exhibition halls, and secondly the fulfilment of all the multiservice complexes, with a floor space of 40,000 m².
Since the Expo 2000, a whole new field of business has thus been added to the range of services offered by Holtmann Messe+Event. Examples of this new skill being pavilions at subsequent world fairs such as the Expo 2002 in Switzerland, the Expo 2005 in Aichi, Japan, and that in Shanghai in 2010, as well as the construction of showrooms and museum buildings. Text: ©Holtmann/Edited
Challenge
The corporate identity of Holtmann did not exist seamlessly, like many traditional and large enterprises, despite significant changes in the firm since 1950. The logo had not changed in years and the brand strategy and identity were out-of-date. Maybe because they were more focused on company development, employees and annual turnover.
The main issue was the incompatibility of the previous brand with the current personality of the company. This brief was a careful balancing act, a huge weight of heritage and tradition that must be respected but also a modern, and forward-thinking company operating in the here and now.
The challenge I had was to balance the past 70 years with the present. I also had to create a brand strategy, visual language and brand identity that would carry them forward into their next 70 years!
The main issue was the incompatibility of the previous brand with the current personality of the company. This brief was a careful balancing act, a huge weight of heritage and tradition that must be respected but also a modern, and forward-thinking company operating in the here and now.
The challenge I had was to balance the past 70 years with the present. I also had to create a brand strategy, visual language and brand identity that would carry them forward into their next 70 years!
Solution
As a brand consultant at Holtmann, I sought to preserve the company's traditional values and develop a modern and attractive face for the future.
I proposed using the unique feature of the company, the year of establishment, as the USP in addition to the distinctive corporate design. This was approved by the CEO, Claus Holtman and the Board of Directors
The logo incorporates modern typography, a color palette of anthracite and white as the main colors, and orange as the accent color, as well as custom and modern typography. Specifically, the Meese+Event claim was removed, and Holtmann Since 1950 was created.
Since 1950, Holtmann has been arranged as a master brand in umbrella brand architecture, along with Mesomono, Expomondo, and its sister companies as sub-brands.
In the end, we have the uniform design of the company, with its unique, custom styles that each relate to each other.
I proposed using the unique feature of the company, the year of establishment, as the USP in addition to the distinctive corporate design. This was approved by the CEO, Claus Holtman and the Board of Directors
The logo incorporates modern typography, a color palette of anthracite and white as the main colors, and orange as the accent color, as well as custom and modern typography. Specifically, the Meese+Event claim was removed, and Holtmann Since 1950 was created.
Since 1950, Holtmann has been arranged as a master brand in umbrella brand architecture, along with Mesomono, Expomondo, and its sister companies as sub-brands.
In the end, we have the uniform design of the company, with its unique, custom styles that each relate to each other.
Brand Name
Brand Tagline
Brand Sector
Website
- Holtmann Since 1950
Brand Tagline
- Since 195O, but still Holtmann
Brand Sector
- Design-Exhibition & Event
Website
Brand Discovery
Brand Strategy
Brand Design/Identity
Logo Design System
Typeface/Typography/Font
Color Palette/Corporate Colors
Pattern/Style
Layout/Composition/Imagery
Graphics, illustrations, icons
Brand Growth
- Brand Audit
- Brand Analysis
- Market Analysis
- Competitors Analysis
Brand Strategy
- Brand Vision, Mission & Values
- Brand Architecture (Holtmann Since 1950, Holtmann GmbH & Co. KG, Expomondo GmbH and Mesomondo GmbH)
- Brand Touchpoints & Audiences
Brand Design/Identity
- Brand Message and Claim
- Corporate Design
Logo Design System
Typeface/Typography/Font
Color Palette/Corporate Colors
Pattern/Style
Layout/Composition/Imagery
Graphics, illustrations, icons
Brand Growth
- Brand Roadmap
- Brand Launch/Implementation
- Brand Campaign
- Annual Performance Audit
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We invite you to attend our Brand Workshop in order to achieve better results. The goal is to gain a better understanding of you, your brand, and your brand vision. This will enable us to provide you with the most effective brand strategy, brand design, and brand growth.
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