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+.
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 The logo had not changed in years and the brand strategy and identity were out-of-date.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!
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.
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