Since 195O, but still Holtmann
Since 195O, but still Holtmann
Holtmann
Brand Identity | Business Stationary Set
Holtmann
Brand Design | Promotion Stand
Holtmann
Brand Design | Corporate Identity
Holtmann
Brand Design | Corporate Identity
Holtmann
Brand Design | Promotion Stand
Holtmann
Brand Growth | Brand Campaign
Holtmann
Brand Design | Giveaway
Holtmann
Brand Design | Giveaway
Holtmann
Brand Growth | Brand Campaign
Holtmann
Brand Growth | Brand Campaign
Holtmann
Brand Design | Giveaway
Holtmann
Brand Growth | Brand Campaign
Holtmann
Brand Design | Giveaway
Overview
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 around 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 leading exhibition companies in Germany and around 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 Hanover trade fair and the workshop's reliable craftsmanship formed the basis for the first exhibition orders from well-known exhibitors.
By the 1960s, exhibition construction had already become 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 for 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 werethe 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 whichexceeded 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 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 Expo 2002 in Switzerland, 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 had already become 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 for 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 werethe 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 whichexceeded 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 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 Expo 2002 in Switzerland, 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
An absence of an integrated brand strategy, identity and growth
It seems that most traditionally-born companies formed before the digital age, despite their valuable achievements, focus more on company development than on a brand that fits their position in the market. The problem is compounded when, over the years, other companies are created or acquired. Lack of distinct or related identities between the master company and sister companies. Holtmann was no exception to the rule.
It seems that most traditionally-born companies formed before the digital age, despite their valuable achievements, focus more on company development than on a brand that fits their position in the market. The problem is compounded when, over the years, other companies are created or acquired. Lack of distinct or related identities between the master company and sister companies. Holtmann was no exception to the rule.
One of the challenges was the incompatibility of the brand's image and message with the company's current personality. This required a distinct strategy and design. The company brand has not been up to date, like many traditional and large enterprises, despite significant changes since 1950. This is a challenge faced by many companies founded before the digital age. As a matter of fact, there has been a lot of tradition and heritage since 1950, which is admirable yet unpredictable. Additionally, a forward-thinking company must create a modern image to operate today and in the future.
In the 360° brand audit, more than 50 factors in 3 phases, Brand Strategy, Design and Communications such as brand name, message and claim, brand mission, brand vision, brand values, brand architecture, Logo, colors, corporate design, typography, imagery, visual language, website, social media channels, E-mails, company presentations, catalogues and brochures, exhibitions, campaigns were reviewed and revised.
After three months of deep research and analyzing more than 100 international trade fair and event companies in Germany and worldwide we found about 30 companies that use the word Messe+Event in their subclaims, title or slogan. More than twenty companies also use black and white as corporate colors.
On the other hand, Holtmann has been developing since it was founded in 1950. Holtmann had several sister companies, including Expomondo, Mesomondo and others. Each had a separate field of activity but was related to its mother company. It was a challenge to balance a 70-year-old business reputation, as well as today's market requirements. Companies created over the years, each playing a separate instrument, compounded this challenge.
The need for a house shake was fundamental! The challenge is how can creating an integrated brand strategy, attractive brand design and modern visual language and brand communication for Holtmann and its sister companies, whichrepresent the credibility of a 70-year-old company, be sustainable both today and for the next 70 years?
As Holtmann Design and Brand Consultant, along with rebranding and brand identity transformation, the definition of a distinct image and strategy for Holtmann and Holtmann Group Companies was a priority on the agenda.
In the 360° brand audit, more than 50 factors in 3 phases, Brand Strategy, Design and Communications such as brand name, message and claim, brand mission, brand vision, brand values, brand architecture, Logo, colors, corporate design, typography, imagery, visual language, website, social media channels, E-mails, company presentations, catalogues and brochures, exhibitions, campaigns were reviewed and revised.
After three months of deep research and analyzing more than 100 international trade fair and event companies in Germany and worldwide we found about 30 companies that use the word Messe+Event in their subclaims, title or slogan. More than twenty companies also use black and white as corporate colors.
On the other hand, Holtmann has been developing since it was founded in 1950. Holtmann had several sister companies, including Expomondo, Mesomondo and others. Each had a separate field of activity but was related to its mother company. It was a challenge to balance a 70-year-old business reputation, as well as today's market requirements. Companies created over the years, each playing a separate instrument, compounded this challenge.
The need for a house shake was fundamental! The challenge is how can creating an integrated brand strategy, attractive brand design and modern visual language and brand communication for Holtmann and its sister companies, whichrepresent the credibility of a 70-year-old company, be sustainable both today and for the next 70 years?
As Holtmann Design and Brand Consultant, along with rebranding and brand identity transformation, the definition of a distinct image and strategy for Holtmann and Holtmann Group Companies was a priority on the agenda.
Solution
Transforming Holtmann's Brand with brand architecture and distinctive Corporate Design
One of the key solutions implemented for Holtmann was the creation of distinct sub-brands under an umbrella brand architecture. This approach allowed each subsidiary, such as Mesomondo and Expomondo, to maintain its own uniqueidentity while still being connected to the overarching Holtmann brand. This strategy not only addressed the lack of a distinct identity among the sister companies but also provided clarity and consistency for customers and stakeholders. Also proposed using the company's defining feature, the year of establishment, as its USP in addition to its distinctive corporate design as a slogan.
One of the key solutions implemented for Holtmann was the creation of distinct sub-brands under an umbrella brand architecture. This approach allowed each subsidiary, such as Mesomondo and Expomondo, to maintain its own uniqueidentity while still being connected to the overarching Holtmann brand. This strategy not only addressed the lack of a distinct identity among the sister companies but also provided clarity and consistency for customers and stakeholders. Also proposed using the company's defining feature, the year of establishment, as its USP in addition to its distinctive corporate design as a slogan.
"Holtmann Since 1950," was born by leveraging its heritage and legacy, highlighting its decades of experience and expertise in the industry, as well as other sister companies as sub-brands under an umbrella brand architecture with a refreshed identity design. This not only reinforced Holtmann's credibility but also distinguished it from competitors, setting the stage for future growth and success.
Holtmann's rebranding efforts extended to its corporate design, including its logo, colors, and typography. The decision to move away from traditional black and white to a combination of anthracite, silver for Holtmann and orange and white was a strategic choice aimed at creating a distinctive and innovative brand image for Holtmann since 1950. This bold color scheme helped Holtmann stand out in a crowded market and signaled its commitment to creativity and forward-thinking.
Recognizing the need for a refreshed brand identity, Holtmann underwent a transformation with an entirely newapproach.
There were no other trade fair and event companies in Germany at that time using such a corporate color combination. The goal was to create an innovative, relevant brand with an emphasis on design rather than construction.
Holtmann's rebranding efforts extended to its corporate design, including its logo, colors, and typography. The decision to move away from traditional black and white to a combination of anthracite, silver for Holtmann and orange and white was a strategic choice aimed at creating a distinctive and innovative brand image for Holtmann since 1950. This bold color scheme helped Holtmann stand out in a crowded market and signaled its commitment to creativity and forward-thinking.
Recognizing the need for a refreshed brand identity, Holtmann underwent a transformation with an entirely newapproach.
There were no other trade fair and event companies in Germany at that time using such a corporate color combination. The goal was to create an innovative, relevant brand with an emphasis on design rather than construction.
Results:
Market Impact and Growth
With above and beyond by creating custom brand identity, such as a bespoke logo, corporate design, font, and brandarchitecture to further differentiate Holt This attention to detail reinforced Holtmann's dedication to excellence and quality, establishing it as a leader in the industry.
As a result of these strategic initiatives, we successfully created two distinct brand personas that resonated with its target audience. The serious and experienced image represented by anthracite and white symbolized the company's seventy years of experience and appealed to current clients, while the vibrant and ambitious orange and white combination attracted new market segments. This dual approach not only helped Holtmann expand its market share but also solidified its position as a forward-looking and innovative leader in the trade fair and event industry.
In summary, Holtmann's market positioning strategy involved a comprehensive rebranding effort aimed at differentiating itself from competitors, clarifying its brand architecture, and appealing to both existing and potential customers. By leveraging its heritage, custom design elements, and strategic brand messaging, Holtmann successfully positioned itself for continued growth and success in the market.
With above and beyond by creating custom brand identity, such as a bespoke logo, corporate design, font, and brandarchitecture to further differentiate Holt This attention to detail reinforced Holtmann's dedication to excellence and quality, establishing it as a leader in the industry.
As a result of these strategic initiatives, we successfully created two distinct brand personas that resonated with its target audience. The serious and experienced image represented by anthracite and white symbolized the company's seventy years of experience and appealed to current clients, while the vibrant and ambitious orange and white combination attracted new market segments. This dual approach not only helped Holtmann expand its market share but also solidified its position as a forward-looking and innovative leader in the trade fair and event industry.
In summary, Holtmann's market positioning strategy involved a comprehensive rebranding effort aimed at differentiating itself from competitors, clarifying its brand architecture, and appealing to both existing and potential customers. By leveraging its heritage, custom design elements, and strategic brand messaging, Holtmann successfully positioned itself for continued growth and success in the market.
- Brand Name
- Brand Tagline
- Brand Sector
- Website
- Brand Discovery
Brand analysis
Market analysis
Competitors Analysis
- Brand Strategy
Brand Architecture (Holtmann Since 1950, Holtmann GmbH & Co. KG, Expomondo GmbH and Mesomondo GmbH)
Brand Touchpoints & Audiences
- Brand Identity
Corporate Design:
Logo
Typography/Font
Color Palette
Style
Composition
Imagery
- Brand Growth
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.
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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