How Holtmann Messe+Event became Holtmann Since 1950?
Holtmann (Holtmann GmbH & Co. KG) is one of the leading service provider for trade fairs and events in Germany.
Holtmann was able to shape the exhibition construction landscape internationally, and worked on various global projects in Berlin, Cologne, Frankfurt, Nuremberg, Hanover, Milan, Paris, Moscow, London, Shanghai and Dubai.
In 2018, as a Holtmann brand consultant, along with rebranding and corporate design transforming, definition and design of a new USP was put on the agenda.
After three months deep research and analyzing more than100 international trade fair and event companies in Germany, we found about 30 companies that use the word messe+event in their sub claims, title or slogan.
My suggestion was a slogan tailored to the new branding. Holtmann is one of the oldest exhibition companies in Germany. I suggested that the year of the company's establishment, 1950, be our USP and distinguishing point between competitors, and fortunately it was accepted by the CEO and the boards. Logo was changed, new corporate colors, white, anthracite and orange (as the accent color) replaced traditional black and white. The tradition design style replaced by modern composition.
Sometimes changing a sentence can give you back seventy years! Read more...