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Hannover Airport 2011 REBRAND 100 > merit

Enterprise Rebrand
Country Base: Germany
Industry/Sector: Travel and Leisure, Airports, Transportation
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
As an economic force, the Hannover Airport is one of the region’s most dynamic sources of innovation. It is the second biggest employer in Lower Saxony, providing jobs directly for around 8,800 people.

The ever-increasing competition among airports created a need for the Hannover Airport to act by further strengthening its position as the leading tourist airport in northern Germany and solidifying its image as Germany’s most customer-friendly airport. Translating its corporate strategy into a brand strategy made this visible: a true brand experience.

To help the Hannover Airport to a stronger position among its competitors, it was essential to sharpen its strategic profile and distinguish it clearly from others. A comprehensive internal and external analysis and a series of workshops with top-level managers led to the development of a new brand strategy and a revised brand architecture. “Ready for take-off. Destination: far away” is Hannover Airport’s new brand idea. The Hannover Airport’s new look is designed to spark a boundless desire to travel. It helps people look forward to their holiday trip; the flight ticket as a visual element signals the start of a wonderful journey.

The airport’s new look is apparent in a number of areas. The strategy-based design is consistently reflected in the basic elements, subsidiary logos, stationery, PowerPoint presentations, brochures, website and advertising. The clear, open design makes orientation particularly easy for air passengers. And the corporate design style guide saves time and money for everyone involved.


Client: Hannover Airport -

Brand Strategists/Designers: MetaDesign AG -
Executive Creative Direction: Uli Mayer-Johanssen
Creative Direction: Heike Albig
Design Direction: Kathrin Thoma, Luca Iaconelli
Design: Michaela Anzer, Moritz Schimpf, Johannes Fehenberger
Senior Account Management: Bernd Schusky
Brand Consulting Direction: Oliver Figge


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