Elephant Print No. 2 "Awards"

T H E P E T E R S C H M I DT G R O U P M AG A Z I N E

#2 AWARDS

STARS …


#2 AWARDS

¦¦¦ The Peter Schmidt Group ranks among Europe’s

top ten branding agencies (and the top three in Germany). Its designs

have been guiding brands to success for 35 years. Some 130 employees

are currently crafting solutions for clients worldwide at its locations

in Hamburg, Frankfurt, Munich, Tokyo and Zurich. With its complete

concepts, astute strategies and outstanding designs, the Peter Schmidt

Group forges unique brand identities. When, in 1972, the designer

Peter Schmidt launched the Peter Schmidt Studios and laid the founda-

tions for today’s company, his focus was on packaging design. As we

approach the new millennium’s second decade, the agency’s expertise

has substantially expanded – reflecting the needs of a global economy

populated by international brands. Competence in, and a passion for,

quality design have been augmented by the strategic know-how of

branding specialists. The result: enduring, clarity-driven designs inves-

ting brands with identities that make them utterly distinct from the

competition.

¦¦¦ The VISION AWARD from the League of American Communications Professionals LLC (LACP) was instituted in 2001. The goal was to create a forum in the public relations industry where the debate on best-in-class practices could flourish, and simultaneously to bestow recognition on individuals who had demonstrated exemplary communication skills. The annual award draws submissions from the world’s most-highly respected organizations.

¦¦¦ Since 1964, the Art Directors Club für Deutschland (ADC) competition has been accepting commissioned creative work from Germany, Austria and Switzerland which has been published within the year. Alongside its other honours, the ADC awards the coveted ADC pins in gold, silver and bronze across 46 categories spanning the entire spectrum of creative communication.

¦¦¦ The Econ Verlag publishers and the newspaper Handelsblatt coordinate the ECON AWARD for Corporate Design which attracts entries from the field of strategic corporate communication. Individual submissions such as annual and sustainability reports, image brochures and magazines are also accepted. The winners in the individual categories receive the Econ Awards in gold, silver or bronze. The jury consists exclusively of communication industry experts and assesses the top publications from the German-speaking countries.

¦¦¦ The GOOD DESIGN competition was launched by the Deutscher Designer Club eight years ago. Both its importance and volume of submissions to its seven categories are steadily growing. All types of design work are accepted for the two years previous, a period keyed to the length of time it often takes to realize complex projects.

¦¦¦ The GERMAN DESIGN PRIZE, which is administered by the German Design Council, is often described as the “Prize of Prizes.“ The reason: no other design accolade makes such rigorous demands of its candidates. First presented in 1969 as the Federal Prize for Good Form, the accolade has been awarded annually since 2006 for outstanding contributions in the fields of product and communication design. A leading personality from the world of design is also honoured.

¦¦¦ The CORPORATE DESIGN PRIZE, which is also supervised by AwardsUnlimited, honours new and updated corporate designs from Germany, Austria and Switzerland that excel though their stellar creativity and visionary conception. The jury of creative experts may award prizes in nine categories and a grand prix for product and corporate branding projects.

¦¦¦ With the BERLINER TYPE prizes, AwardsUnlimited recognizes outstanding print publications in the areas of B2B and B2C communication throughout German-speaking Europe. The jury – which comprises specialists from industry, education and the press – presents gold, silver and bronze awards for overall performance in 14 categories, along with certificates for outstanding individual work and a special grand prix for exceptional achievement.

¦¦¦ The International Forum for Design (iF) has stood for professional services at the interface between design and industry since 1953. Every year it presents its gold award and additional honours in six categories: communication design, materials, design china, packaging design and concepts for students.

¦¦¦ With its RED DOT AWARD, the North Rhine-Westfalian Design Centre honours outstanding quality in design. Internationally recognized and highly-regarded within the industry, the red dot has become an accepted standard for good design. One of the world’s largest design competitions, it has been distinguishing outstanding work in the areas of product develop- ment, communication and design since 1954.

… TURN INTO GOlD.

¦¦¦ What’s the point? Though design prizes

may have become a popular institution in our world, people

still question their value. Undeniably: criteria for outstanding

design are sometimes difficult to gauge objectively. And what is

ultimately submitted to national and international competitions

often bears little resemblance to the initial, audacious design that

once sought to chart new territory. But, happily, there are excep-

tions too. And these occur when pioneering designs by creative

professionals meet courageous corporate decision-makers.

¦¦¦ The Peter Schmidt Group has been part of

a creative elite for over three decades now – as the numerous

awards garnered in the past demonstrate. We also have the good

fortune to work with clients who share a fundamental conviction:

that creative excellence is a vital distinguishing factor on any

market. Together we have succeeded in extending our supreme

design standards to more and more disciplines: from packaging

and corporate images to interactive design. And over the years,

we have grown powerfully alongside these customers – without

ever losing sight of our passion for creative performance.

¦¦¦ According to the rankings of the trade

periodical PAGE, we are now – after the advertising agencies –

the leading source of creative ideas within the German BBDO

network. What’s more, the magazine W & V lists us in the top five

design agencies. The most recent accolades showered upon the

Peter Schmidt Group are featured in this magazine. We wish to

thank all the jury members for the recognition they have given

us. So here’s looking forward to yet more “distinguished“ partner-

ships with our clients!

DISTINGUISHED WORK

Editorial ¦ Awards ¦ ELEPHANT PRINT 54 ELEPHANT PRINT ¦ Awards ¦ Editorial

A fitting stage for the 2007 iF gold awards: Munich’s Modern Pinakothek art gallery.

¦¦¦ WORTH ITS WEIGHT IN GOLD

Persil Relaunch ¦ Awards ¦ ELEPHANT PRINT 76 ELEPHANT PRINT ¦ Awards ¦ Henkel

Cause for celebration: Armin Angerer (Peter Schmidt Group) and Jens-Martin Schwärzler (Henkel) accept the 2007 iF gold award from Ralf Wiegmann, iF Managing Director (left to right).

AN OSCAR FOR PERSIL

¦¦¦ Even packaging can have a best-before

date. And as the Persil brand marks its centenary, it can look

back on multiple design updates. Most of these have been

extremely subtle – and therefore scarcely registered by high-

street shoppers. Which is the exact purpose of a good facelift:

the focus should be on the impact, not the cause. But to cel-

ebrate their grand jubilee, the Persil marketing specialists and

product managers had bigger ideas. Each of the ingredients in

the marketing mix was scrutinized and optimized – from the

detergent’s composition through to the packaging and com-

munication.

“In the year of its one-hundredth anniversary, we have created

a brand new look for the heritage brand Persil, one that consol-

idates its global brand persona while – thanks to a new design

idiom – paves our way into the future,“ said a delighted Jens-

Martin Schwärzler, the international head of premium deter-

gent brands at Henkel. Together with Armin Angerer, the CEO

of the Peter Schmidt Group, he accepted the iF gold award, the

so-called “Design Oscar“, in the category Print Media in Munich.

The brand had already been honoured with iF’s communication

design award in 2007. The best 30 submissions alone merit in-

clusion in iF’s “gold selection“.

8 ELEPHANT PRINT ¦ Awards ¦ Henkel Persil Relaunch ¦ Awards ¦ ELEPHANT PRINT 9

THE PERFECT WAVE

With its iF gold award and a truly standout packaging design, Persil headed the roll of honour.

95°

60°

40°

20°

¦¦¦ HOT CYCLE

¦¦¦ COLOURED CYCLE

¦¦¦ DELICATE CYCLE

¦¦¦ COLD CYCLE

PERSIL RELAUNCH

INTERNATIONAL FORUM DESIGN GmbH iF communication design award iF gold award 2007

NORTH RHINE-WESTPHALIAN DESIGN CENTRE red dot award: communication design red dot 2007

DEUTSCHER DESIGNER CLUB Good Design Bronze 2008

¦¦¦ An icon gets a facelift. The goal was to pre-

serve Persil’s brand identity, which had been fashioned over a

lifetime, while lending it a modern, more emotional face. And

to develop a brand and packaging design that supported the

new positioning (“Persil – better than ever“), encouraged con-

sumers to respond to the brand emotionally, and therefore

created a contemporary brand image. The result is refreshing,

with the new “motion design“ forming the key creative idea and

visual theme for the entire product range worldwide. A hand-

embellished wave instils emotion, dynamic energy and innova-

tive spirit into a graphical base structure, investing Persil with

a fresh new buoyancy. The logo was also modified and has become

an active component in the product offensive. The wave is set

in perpetual motion; Persil will remain Persil because it will not

remain Persil. And that, presumably, is the secret of icons – they

stay true to themselves by continually reinventing themselves.

Persil Relaunch ¦ Awards ¦ ELEPHANT PRINT 1110 ELEPHANT PRINT ¦ Awards ¦ Henkel

2007

2006

2005

2004

2003

2002

2001

2000

1999

1998

1997

1996

1995

1994

¦¦¦ TAILORED SOLUTIONS FOR THE FASHION WORLD

WELL ABOVE AVERAGE

Creativity is the force that drives fashion. Every year the annual report captures the fruits of this work in a striking cover design.

¦¦¦ Fashion and design have much in common.

Expectations of both are consistently high. In the ideal case, you

can find partners with whom you can work successfully on a

sustained basis. The Peter Schmidt Group has been responsible

for designing the annual reports for HUGO BOSS AG since 1993.

As the years have passed, an impressive little library has grown,

with each chronicle presenting a cross-section of the core issues

from the year in question. And the awards just keep on coming.

A good example of what can happen when an agency and client

cooperate constructively for many years.

12 ELEPHANT PRINT ¦ Awards ¦ HUGO BOSS Annual Reports 1993 – 2007 ¦ Awards ¦ ELEPHANT PRINT 13

HUGO BOSS ANNUAL REPORT 1994

ADC FüR DEUTSCHLAND ADC Competition Special Distinction 1995

EUROPEAN REGIONAL DESIGN ANNUAL Certificate of Design Excellence Special Distinction 1995


EUROPEAN REGIONAL DESIGN ANNUAL Certificate of Design Excellence


INTERNATIONAL FORUM DESIGN GmbH iF communication design award iF award 2003


RANKING DESIGN The Best Annual Reports 2003


DEUTSCHER DESIGNER CLUB Good Design Bronze 2005

AWARDSUNLIMITED Berliner Type Silver 2007


EUROPEAN REGIONAL DESIGN ANNUAL Certificate of Design Excellence

AWARDSUNLIMITED Berliner Type Bronze 1996


NORTH RHINE-WESTPHALIAN DESIGN CENTRE red dot award communication design red dot for supreme design quality 1999



INTERNATIONAL FORUM DESIGN GmbH iF award iF design award 2002

AWARDSUNLIMITED Berliner Type Silver 2001


RANKING DESIGN The Best Annual Reports 2005


NORTH RHINE-WESTPHALIAN DESIGN CENTRE red dot award communication design red dot 2007

ECON VERLAG HANDELSBLATT Econ Award for Corporate Communication Shortlist 2007

LACP Vision Award Platinum 2006 Place 99 of 100



NORTH RHINE-WESTPHALIAN DESIGN CENTRE red dot award communication design red dot best of the best


While each is powerfully expressive, they all harmonize perfectly: the HUGO BOSS AG annual reports.

TOP MODELS


DEUTSCHER DESIGNER CLUB Good Design Finalist 2000

AWARDSUNLIMITED Berliner Type Certificate 2000

14 ELEPHANT PRINT ¦ Awards ¦ HUGO BOSS Annual Reports 1993 – 2007 ¦ Awards ¦ ELEPHANT PRINT 15

Learning about completely new dimensions every year. The eye for detail makes the difference. This applies equally to design and fashion.

Annual Reports 1993 – 2007 ¦ Awards ¦ ELEPHANT PRINT 1716 ELEPHANT PRINT ¦ Awards ¦ HUGO BOSS

HIGHLY CHARGED

INSTRUCTIONAL BROCHURE FOR WöHNER


NORTH RHINE-WESTFALIAN DESIGN CENTRE red dot award: communication design red dot 2007

DEUTSCHER DESIGNER CLUB Good Design Special Distinction 2008


Distinctive, detailed and refreshingly different – Wöhner’s informative brochure is a winning example of synergized content and design.

¦¦¦ A successful partnership since 1994: Wöhner

and the Peter Schmidt Group. Epitomizing competence in the

area of busbar manufacturing, Wöhner now leads the world

in the niche market of electrical engineering. In its didactic

brochure, Wöhner combines product and image dimensions,

communicates technological expertise and underscores its

capacity to satisfy tomorrow’s needs.

In addition to excerpts from its product portfolio, testimonials

from top international companies demonstrate the broad con-

fidence vested in the company’s dependability and innovative

drive. Supported by the strategic brand-building work and cre-

ative brand management of the Peter Schmidt Group, Wöhner

will continue to blaze new trails and spark new ideas.

Instructional Brochure ¦ Awards ¦ ELEPHANT PRINT 1918 ELEPHANT PRINT ¦ Awards ¦ Wöhner

MODERN TALKING

Let’s communicate by ICQ, MSN, AOL, Yahoo!, Google Talk, Apple

iChat, Video-Chat, 1&1, file transfer, GMX e-Mail, WEB.DE,

AOL, MSN, StudiVZ, MySpace and Classmates at the same

time.

GMX MULTIMESSENGER


Fun meets success: the GMX MultiMessenger is a fruitful combination of user-friendliness and aesthetic appeal.

¦¦¦ We all have a basic need to communicate.

But even basic needs can take special forms of expression. The

GMX MultiMessenger, “The One for All“, is a great example. Soft-

ened window contours make the design truly distinctive. Subtle

mirror effects, blue gradients and white elements combine to

produce a modern, sophisticated look.

For the sake of clarity, the dialogs and windows have plenty of

empty space to create a clean background for the messages. Us-

ability was the pivotal concern when refining the user interface:

after all, users want complex technology, not complex instruc-

tion manuals. So from a design perspective, the “One for All“ has

become a definite “One Like No Other“.

MultiMessenger ¦ Awards ¦ ELEPHANT PRINT 2120 ELEPHANT PRINT ¦ Awards ¦ GMX

GREAT TASTE IN PACKAGING

JUCHHEIM “DIE MEISTER“ STRAHLENDES GLüCK



Gifts and tokens of friendship presented on special occasions are important features of Japanese society.

¦¦¦ It’s the tale of an encounter between two

cultures, and between past and present. What’s more, it’s a story

with a happy end. It’s about HAPPINESS emanating in every direc-

tion. “Strahlendes Glück“ (“Rays of Happiness“) is the name of

a product from the Japanese brand Juchheim. Juchheim has be-

come synonymous with quintessential German pastries made in

Japan, and the company has been trusting the experts from the

Peter Schmidt Group in Hamburg for many years. The packaging

for “Strahlendes Glück“ – which commemorated St. Valentine’s

Day in Japan – is conceived as a light show of sorts: gold, sym-

bolizing the sun’s rays, is coupled with a sophisticated silver.

The modern dot patterns spark a classic and powerful contrast

in the colours. The ideal gift when you want to show someone

how much you value them.

¦¦¦ VALENTINE’S RANGE

Die Meister ¦ Awards ¦ ELEPHANT PRINT 2322 ELEPHANT PRINT ¦ Awards ¦ Juchheim

KION GOZI

¦¦¦ (SWAHILI)

Unforgettable: a company’s name is a core component of its identity.

¦¦¦ Everything was happening at once. While

completing its merger with BOC, Linde AG was establishing its

Material Handling division as an independent enterprise and

pooling the three brands Linde, STILL und OM in a new umbrella

company. At the Peter Schmidt Group, our goal was to forge

a brand identity that effectively captured the strong market

position, technological leadership and mission of the new entity.

A fresh name proved the threshold to success: Kion – concise

and meaningful yet still melodic. The word Kion derives from the

Masai of eastern Africa, a people traditionally known as warriors

and nomads. In their native Swahili, the word “Kion(gozi)“ means

“take the lead“ – an ideal concept to capture the new group’s

market position and sustained objective. In graphical terms,

the name is represented by a superscripted bar – a distilled but

eye-catching icon that recalls the arms of a forklift truck.

24 ELEPHANT PRINT ¦ Awards ¦ Kunde Projekt ¦ Awards ¦ ELEPHANT PRINT 25Brand and Corporate Design ¦ Awards ¦ ELEPHANT PRINT 2524 ELEPHANT PRINT ¦ Awards ¦ KION

¦¦¦ GRADIENT PATTERN SHOWING THE KION CORPORATE COLOURS

BRAND AND CORPORATE DESIGNDEVELOPMENT

AWARDSUNLIMITED Corporate Design Prize Nomination 2007

Composing a complete corporate image involves harmonizing an array of specialist applications.

¦¦¦ Focused on the future from day one: in the

Kion Group, the subline to the brand name contains the words

“Material Handling Solutions“ – accentuating the century-long

competence in engineering. The word “solutions“ also points

forward into the company’s future, which will unfold in the

service sector. The new Kion look also makes a visual departure

from the course Linde has pursued in the past: the core colours

are loganberry and dark grey.

Grey stands for the materials iron and steel, symbolizing the

group’s history and identity as an engineering enterprise. On

the one hand, the loganberry echoes Kion’s passion to develop

solutions to logistics challenges. And on the other, it follows the

colours of the three brands of the Kion Group in the colour spec-

trum. Brand mission accomplished – the goal was, after all, to

preserve recognition while fashioning a new image that com-

municates change and readiness for the future.

26 ELEPHANT PRINT ¦ Awards ¦ KION Brand and Corporate Design ¦ Awards ¦ ELEPHANT PRINT 27

PURE ENJOYMENT

¦¦¦ 0.0 MG/L IMPURITIES

Purity cannot be refined – clean, distinctive contours offer the best design solution for a vodka of this superb quality.

¦¦¦ SALUD!

¦¦¦ The consummate vodka comes from Spain.

In Blat Vodka (“blat“ is Catalan for “wheat“), the brothers Fernando

and Esteban Banús are currently producing the world’s purest vodka.

In fact, its impurity level is currently so low that it completely belies

quantification – despite being made in traditional stills. Our design

communicates this purity in a clear, distilled shape – with a transpar-

ent logo that is engraved only. The bottle’s reinforced base and

unusual finish at the bottom recall the tactility of a vodka glass. This

is distinctive, classic design at its best. And a memorable sensory

experience on the “outside“ as well.

BLAT ADVANCED VODKA

INTERNATIONAL FORUM DESIGN GmbH iF packaging award iF award 2008 DEUTSCHER DESIGNER CLUB Good Design Bronze 2008

Blat Advanced Vodka ¦ Awards ¦ ELEPHANT PRINT 2928 ELEPHANT PRINT ¦ Awards ¦ Cogrami Canarias

BIG IMPRESSIONS

ELEPHANT PRINT NO. 1


Making a splash with its very first issue: the concept and design of the customer magazine mirror the current creative output of our five locations.

¦¦¦ Whenever an elephant enters the scene, it

always makes a lasting impression. And that evidently applies

to the Peter Schmidt Group’s print productions as well. Elephant

Print has taken us to a new field and a new plane, leaving our

stamp on readers and jurors alike. The Peter Schmidt Group’s

customer magazine provides regular reports on current projects,

with every issue devoted to a special theme. The debut edition

followed a travel trail. After all, Peter Schmidt Group person-

nel have run projects in the world’s remotest regions. But we

aren’t only interested in breaking new ground literally. It’s pos-

sible to explore new horizons without ever leaving a country – or

even a desk. Being open-minded, staying curious – those are the

qualities we want to cultivate. And the second issue of Elephant

Print? You’re looking at it right now.

ELEPHANT PRINT No. 1 ¦ Awards ¦ ELEPHANT PRINT 3130 ELEPHANT PRINT ¦ Awards ¦ Peter Schmidt Group

FIT FOR THE FUTURE

Competitive at all times: Linde trusts the Peter Schmidt Group to be its creative sparring partner.

¦¦¦ Teaming up with a global player: Since 2004

the Peter Schmidt Group has been the lead advertising agency for

Linde AG. It has been an exciting challenge that spans every aspect

of the brand, from strategic repositioning through corporate design

to communications. What began as cautious refinements to the

Linde logo evolved into an intensive partnership – which gained a

new dimension when Linde AG and the BOC Group merged to be-

come the world leader in industrial gases and engineering in 2006.

The strategic brand-building that underpinned the repositioning

process culminated in a new corporate image that fused the rich

tradition of the company with its promising future. Integrating the

stylized “L “ from the corporate font, the claim “LeadIng.“ distils the

corporate mission to its essence and sends a powerful message of

responsible leadership. The capital “I“ in the middle adds another

dimension in German, as “Ing.“ is the abbreviation for “engineer“.

Corporate Design Relaunch ¦ Awards ¦ ELEPHANT PRINT 3332 ELEPHANT PRINT ¦ Awards ¦ Linde AG

BRANDMAINTENANCE

LINDE CORPORATE DESIGN RELAUNCH 2004

AWARDSUNLIMITED Corporate Design Prize Award 2006


GERMAN DESIGN COUNCIL German Design Prize Nomination 2008

A consistent brand image extends to every type of media: the corporate design of a global player demands detailed specifications covering a range of applications.

Corporate Design Relaunch ¦ Awards ¦ ELEPHANT PRINT 3534 ELEPHANT PRINT ¦ Awards ¦ Linde AG

TROPHY HUNTERS

LINDE CORPORATE RESPONSIBILITYREPORT 2005





LINDE CORPORATE RESPONSIBILITY REPORT 2007



LACP Vision Award most creative Gold 2007 Place 83 of 100

LINDE ANNUAL REPORT 2005







AWARDSUNLIMITED Berliner Type Nomination 2008

LACP Vision Award Platinum 2006 most engaging Place 5 of 100





Corporate publications are crucial to communicating a company's identity to outsiders – and an important aspect of image-building.

¦¦¦ Corporate publications are key compo-

nents of any brand. Products such as annual and corporate

responsibility reports target a variety of interest groups that are

directly or indirectly linked to the company’s activities. With both

of these publications, Linde and the Peter Schmidt Group are

venturing into uncharted territory. The Corporate Responsibility

Report covers Linde’s activities groupwide for the first time in

four strategic areas: environment, human resources, society and

the capital markets. At the same time, the company is pursuing

an innovative path by dividing its annual report into financial

and feature publications – posting yet another success, as testi-

fied by the numerous awards.

36 ELEPHANT PRINT ¦ Awards ¦ Kunde Projekt ¦ Awards ¦ ELEPHANT PRINT 37Annual Reports ¦ Awards ¦ ELEPHANT PRINT 3736 ELEPHANT PRINT ¦ Awards ¦ Linde AG

Please send enquiries to:[email protected]

PETER SCHMIDT GROUP IMAGE BOOK 2008


AWARDSUNLIMITED Berliner Type Certificate 2008

¦¦¦ The mainspring powering our work is passion.

Our agency book invites readers to discover this special qual-

ity in all its diversity. The clear, plain-spoken style reflects the

unique approach of the Peter Schmidt Group while offering in-

sights into an array of outstanding projects. The reader is invited

to embark on an odyssey through more than three decades of

design history. From the flacon for Jil Sander – which has earned

a permanent place in New York City’s Museum of Modern Art –

to contemporary design work for national and international

clients: passion is the common and perennial theme. So any-

one not completely familiar with our portfolio can now catch up

quickly: by simply ordering a copy of the book from the e-mail

address provided on the following page.

MASTERPIECES

38 ELEPHANT PRINT ¦ Awards ¦ Peter Schmidt Group Image Book ¦ Awards ¦ ELEPHANT PRINT 39


Peter Schmidt Group

Hamburg ¦ Frankfurt ¦

Munich ¦ Zurich ¦ Tokyo

Masthead ¦ Contact

Publisher

Peter Schmidt Group GmbH

Linda Pudel

Corporate Communications

Westhafenplatz 8

60327 Frankfurt am Main

Germany

Tel. +49 (0) 69 ¦ 85 09 93 - 29

Fax +49 (0) 69 ¦ 85 09 93 - 7703

Copywriting

[email protected]

Photography

iF – Dirk Meussling: pp. 06 ¦ 09 ¦ 10

Roland Liedke: p. 11

Andreas Klingberg: pp. 12 ¦ 16–17 ¦ 28

Ingrid von Hoff: pp. 22–23

Uwe Rasp: p. 27 (oben)

Eugen Haller: p. 29

Rüdiger Nehmzow: pp. 32–33

Andreas Pohlmann: pp. 34–35

Production, composing

and lithography

Brand Implementation GmbH,

Hamburg

Printing

Mediadruckwerk, Hamburg

Printed on Galaxi Keramik

from Papier Union

English

Gilbert & Bartlett GbR,

Hamburg

Elephant Print No. 2 "Awards"

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Transcript of Elephant Print No. 2 "Awards"