Elephant Print No. 1 "Journey" by Peter Schmidt Group

#1 JOURNEY 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

cake e G e rm a n th r fo n o s c in a ti d e AG Ja p a n e s e fa / T N O o v e fo r L in R m F e N R th E n T O S THE EA SERTS / G NEW ON O S S IN G D E R C D N A S S O M E T H IN BEACHE , C O M B IN G S K o b je c ts A E P G n o n fl y in g S C A L IN ig s e d te o rp o ra HE SKY / C S IG N S IN T

Design without boundaries: Coordinates of our work.

Foreword

>>> Curiosity is one of the best motivations for taking a journey. Whether we fly thousands of kilo meters to experience exotic climates, different cultures and the exciting life of various major cities, or merely explore new territory within the impenetrable expanses of our imaginations – curiosity is a powerful driving force. People who had the courage to press beyond familiar boundaries and to navigate previously untried paths are to thank for the discovery of whole continents, the exploration of the seven seas and the revelation of scientific milestones. Journeys can inspire, especially when we take along a healthy dose of pioneer spirit. Our work for clients around the world leads us time and again to both familiar locations and points unknown. The impressions we gather from these places move us – and inspire us to develop many new ideas. We’d like to share a few of these ideas with you. Bon voyage!

Pages 15/22/23 Hammerfest, Norway

Pages 18/19/22 Denmark

Pages 03/12/13/16–17/23 Switzerland

Pages 04–11/14/23/32 Tokyo, Japan

Pages 20–21/23 Shanghai, China

Pages 12/13/18 Dubai, United Arab Emirates

Pages 30–31 Antananarivo, Madagascar

Pages 14/22 Sydney, Australia

Cover photo: Free range – In the pedestrian area in Hammerfest, the odds of running into a reindeer while you’re shopping are high. An image from the photo shoot for Linde AG’s 2005 Corporate Responsibility Report.

Brand and Packaging Design for Juchheim

The Nippon Connection >>> GERMANY MEETS JAPAN: THE REVITALISATION OF THE JUCHHEIM BRAND BY THE PETER SCHMIDT GROUP. GOETHE AND THE AUTOBAHN, NEUSCHWANSTEIN AND PRECISION ENGINEERING – THE IMAGE OF GERMANY IN THE MINDS OF THE JAPANESE RANGES FROM THE TRADITIONAL TO THE MODERN. PRECISELY THE WAY JAPANESE SOCIET Y IS VIEWED BY GERMANS. THE TWO cultures HAVE A GREAT DEAL IN COMMON. IT’S NO GREAT WONDER, THEN, THAT A PRODUCT OF OLD GERMANY HAS BECOME A COVETED ITEM IN JAPAN: BAUMKUCHEN (Literally: Tree CAKE). A sea of light in the asphalt jungle: a street scene in Tokyo’s Shinjuku district.

Brand and Packaging Design for Juchheim

An old tradition with a modern face: Juchheim Restaurant in Shinjuku, Tokyo.

>>> IT ALL BEGAN WITH KARL JUCHHEIM. WHEN THE GERMAN MASTER BAKER AND HIS WIFE, ELISE, OPENED THE VERY FIRST NON-JAPANESE BAKERY IN JAPAN IN 1921, HE COULDN’T HAVE FORESEEN THAT HE WAS LAYING THE FOUNDATION FOR AN UNPRECEDENTED NATIONAL SUCCESS STORY. TRADITIONAL GERMAN CAKES SUCH AS THE BAUMKUCHEN (LITERALLY, TREE CAKE) AND FRANKFURTER KRANZ (FRANKFURT CROWN CAKE) ARE HIGHLY COVETED IN TODAY’S JAPAN. A RENDEZVOUZ WITH GERMAN BAKING TRADITION MADE IN JAPAN.

>>> Germany and Japan have more in common than you might

Today, the Juchheim brand is considered a synonym for superior

at first realise. Rapid post-war reconstruction was followed by

confectionary products. And there’s nothing old-fashioned about

quick economic success and a rise to industrial-nation status.

the reputation of this old tradition. The result of years of collab

Basic democratic values and a constitutional system became

orative effort between Juchheim and the Peter Schmidt Group

firmly anchored in both countries. And both countries share a

is a brand presence that balances tradition with modernity, and

societal ambivalence with regard to the traditional and the new.

that links the company’s German roots with a widespread philos

As a consequence, a contemporary Japanese brand with a Ger

ophy of pleasurable consumption: history as a foundation for the

man tradition such as Juchheim not only needs to determine

future of a strong brand. The visual appearance has far-reaching

what links the two cultures, but also needs to be able to reinter

consequences. It marks the products, the design of the company’s

pret its German heritage before the backdrop of modern Japan.

headquarters, the flagship store in Tokyo’s Marunouchi Building and hundreds of branches and department stores all across Japan.

Brand and Packaging Design for Juchheim

5 6

Masterful handcrafting with Meisterhaftes matching ambience: Handwerkthe in angemessenem Juchheim Flagship Ambiente: Store in Juchheim Tokyo’s Marunouchi Shop in Building. Japan

8 7

>>> CLARITY, PREMIUM QUALITY AND VIBRANCY – A BRAND’S FACE REFLECTS ITS PERSONALITY. EXCLUSIVE CAKES AND CONFECTIONARY CREATIONS ARE PRESENTED LIKE RARE GEMS IN THE JUCHHEIM SHOPS.

>>> The design process is a journey in itself. Many crucial steps

Transformation of the former logo in the colours of the old

must be taken along the way in order to reach the goal. And one

German Reich into the clear, modern corporate and brand

of the most crucial pieces of luggage to take along is intercul-

design of today also sharpened the focus on the similarities.

tural insight. It’s not enough to merely read up on Japan. In order

Much of what is sold in the chic Tokyo department stores

to understand a culture and its people and to be able to work

and the roughly 250 Juchheim branches is the result of team

together to produce solutions, you have to be able to empathise

work between Germans and Japanese. Just as Juchheim’s

with each other. After all, common understanding is the result of

master bakers perfect their craft in Germany, German design

experience. In the process, we discover fundamental differences.

ers broaden their horizons with each trip they take to Japan –

For example, the Japanese decision-making process is more time-

a country widely praised as a designer’s paradise. Browsing

consuming and involves more discussion, but once the decision

through Tokyo’s shops is pure inspiration. Food displays, lovingly

is made, it is implemented quickly. It’s quite different in Germany.

packaged and elaborately presented, are often comparable to

Germans quickly come to a consensus and save the intense dis

what you see in Germany’s luxury goods or jewellery stores.

cussion for the implementation phase.

1 Baumkuchen tower for the opening of the Marunouchi Building 2 Heidesand (sandies), fine pastries 3 Liebesbaum (literally: love tree) Baumkuchen tips 4 Himmlisch (heavenly), light pastries 5 Baumkuchen specialities

6 Karl Juchheim Baumkuchen ring 7 Alpine milk pudding, fruit tray and various summer desserts 8 Koenigspie (literally: king’s pie), a puff pastry delicacy 9 “Meister” collection, a selection of pastries 10 “Der Baumkuchen” (literally: tree cake)

Brand and Packaging Design for Juchheim

cutting edge instead of cuckoo clocks

>>> On the move with the Juchheim brand. The ultimate goal is

An important aspect of the relationship with Juchheim is the

not always in sight as we make our way towards it. But that never

highly developed gift-giving tradition in Japan. Bringing along a

stopped anyone from setting off on a journey; on the contrary,

present, small or large, to specific social events or special days

that’s precisely what makes the process we experience together

plays a major role in Japanese society. With this in mind, the pack

so exciting and full of surprises. The new members of the Juch

aging takes on enormous significance, because along with the

heim brand family are also the result of our joint effort to explore

gift itself, it shows esteem and respect for the recipient. In recent

unbeaten paths: each brand appeals to a different need and

years, Juchheim has successfully transported the long tradition

clientele and interprets its German heritage in a different way.

of the brand into the present and has reinterpreted that tradition

The Karl Juchheim brand appeals to the exclusive tastes of a

into a vision for the future. The Peter Schmidt Group is still the

younger consumer. Pure and masculine, minimalist and exclusive –

company’s travelling companion – and the journey continues.

the essence of the personality of the German master confectioner is transferred directly to the brand design. In the elegant shops, Baumkuchen (literally: tree cake) is sold exclusively in all its variations: it’s the product upon which Karl Juchheim once based his success.

Juchheim – A HISTORY OF ACHIEVEMENT 1920 Karl Juchheim

2001 Collaboration

1953 Elise Juchheim returns

opens the “Café

1923 Relocation to

Europa” in Tokyo

Kobe, today’s head quarters

with the Peter

to Kobe as a representative 1945 Karl Juchheim of the confectionery dies

1971 Elise Juchheim

Schmidt Group

dies

begins

1920

2006 1930 Juchheim

1947 Elise Juchheim, Karl

1967 Takeshi Kawamoto is

becomes nationally

Juchheim’s widow, goes

the first Juchheim employee

1921 The Juchheims

known thanks to

to Germany; two former

to begin training as a confec

2002 Opening of the

purchase a restaurant

large orders

Juchheim employees con

tioner in Germany; the com

Juchheim Flagship

tinue the confectionery

pany is now managed by the

Store in Tokyo’s

business

third generation of the

Marunouchi Building

in Yokohama

Kawamoto family to head the firm The colour scheme for Karl Juchheim is reflected in every detail: a dark, aromatic brown and a vibrant green are striking features that set the brand apart.

Linde Corporate Communication

The visual imagery of a global player:

Linde Corporate Communication

the photo shoots for Linde AG. >>> OCEANS SEPARATE ALPINE PANORAMAS FROM VAST DESERT tracts AND STREET CANYONS. WHAT LINKS THEM IS THEIR RELATIONSHIP TO LINDE AG. THE PUBLICATIONS OF THE TECHNOLOGY GROUP SPEAK A CLEAR LANGUAGE – FASCINATINGLY PORTRAYED, INTERNATIONAL AND DISTINCTIVE. PHOTOS THAT ARE TAKEN ALL OVER THE GLOBE visu alise A SINGULAR IMAGE OF THE COMPANY. IN OTHER WORDS: TYPICALly LINDE.

Linde Corporate Communication

Norway Australia Japan

>>> On the trail of sustainability: the Linde Corporate Respon sibility Report. With its corporate responsibility report, Linde takes a clear position with regard to its social, ecological and economic responsibility in all its relevant activities – worldwide. The concept for its content and design links specific geographic locations where Linde is active, to clear viewpoints on sustain ability. The Linde Group’s efforts to fulfil its corporate responsi bility stretch from Hammerfest, a city north of the Arctic Circle, to South Australia, and from Tokyo to Brazil. Technological masterworks, ecological concerns and societal commitment can be fully reconciled with each other. The photos lead us into origi nal scenes and deep into the fascinating world of Linde. And aside from the breathtaking visuals from all over the world, this brings us the realisation that everything we do has a conse quence. Even things we don’t do.

Awarded the iF Communication Design Award 2006 for excellent design. Sites of corporate responsibility: Tokyo and a eucalyptus forest in Australia.

In the Norwegian Barents Sea, Europe’s largest natural gas liquefaction plant is being created, built with expertise and technology from Linde.

Linde Corporate Communication

Switzerland

>>> Discovering the world of Linde with young employees: the recruiting brochure. Our own future is in many ways unknown territory. Starting work with a new company is also initially bound

>>> THE FOG LIFTS: DURING the photo shoot FOR THE RECRUITING BROCHURE, EVEN THE WEATHER SEEMS TO UNDERSCORE THE INTENTION TO BRING CLARITY TO FUTURE CAREERS.

up with risks and the unknown, for both the employer and employee. If we view a career future as a journey, then those starting their careers with Linde become corporate pioneers. That’s the concept; the stage for the photo shoots is the grandiose moun tain range of the Swiss Alps. Trainees, apprentices and young executives take on a mountain hike together and report their experiences in starting their careers, their everyday personal challenges and the strengths that help them achieve their goals. In this way, they sketch out a multidimensional image of a future career in the Linde Group and give potential new employees points for orientation. And what´s more: before the backdrop of powerful mountain vistas, fascinating photos emerge that fit perfectly into the visual imagery typical for Linde.

ritt n. Ihr erster Sch Ziele erreiche Linde. in die Welt von

High mountains, high goals – between Wetterhorn, Schwarzhorn and Schreckhorn mountains, young employees of Linde AG report their personal challenges.

Linde Corporate Communication

Denmark Saudi Arabia China >>> FARSIGHTEDNESS AND PERSPECTIVE: THE LINDE ANNUAL REPORT DOCUM ENTS THE DEVELOPMENTS OF THE BUSINESS YEAR AND OFFERS INSIGHT INTO THE PRODUCT RANGE OF LINDE AG, AS WELL AS GIVING A PROSPECTIVE VIEW OF THE POTENTIAL TO BE TAPPED IN THE FUTURE.

>>> The business year in the language of photos: the Linde 2005 Annual Report. Photos have a faster and more direct effect on people than words. As the designer, we were on the hunt for sub jects that expressed the personality of Linde as a company and that at the same time visualised the outstanding topics of the year. We struck pay dirt in places like the fast-growing metrop olis of Shanghai, in the desert of Saudi Arabia, in Denmark and in Tokyo. The innovative concept of separating the pure financial report from the more image-laden section broke new ground in the world of financial communication. Entitled “Trend-Setting”, the Linde annual report supplemented the facts and figures of the financial report with background information on the develop ments and highlights of the business year. In this way, each reader can decide individually how deeply to delve into the information and visual imagery of Linde.

Awarded the iF Communication Design Award 2006 for excellent design.

Trend-setting paths in Denmark and in the desert of Saudi Arabia.

Perspective is a matter of point of view: an unobstructed view of the horizon on the beach of the Danish coast as a visualisation of the concept.

Linde Corporate Communication

>>> ASIA IS A KEY MARKET FOR LINDE AG: THE METROPOLIS OF SHANGHAI IS REPRESENTATIVE OF THE GROWTH MARKET OF CHINA. THE inVOLVEMENT OF THE VARIOUS DIVISIONS IS THE CENTRAL THEME OF THE ANNUAL REPORT. THIS MOVED US AND AN EMPLOYEE OF LINDE AG TO TAKE A COMPLETELY NEW PERSPECTIVE.

High above the boom town of Shanghai, the television tower shines as a striking landmark of the city and as a symbol of growth in China.

The making of

The making of ... >>> IMPROVISATION, FLEXIBILITY AND PATIENCE – IT’S A GOOD IDEA TO TAKE A HEALTHY PORTION OF THESE ALONG WITH YOUR EQUIPMENT WHEN YOU HEAD OFF FOR AN EXTEN SIVE PHOTO SHOOT. WEATHER CONDITIONS, LIGHTING AND SITE CONDITIONS MADE HEAVY DEMANDS ON US. HERE A FEW IMPRESSIONS ...

Melkøya Island, Norway

The photographer on duty and certainly not easy to miss – Ruediger Nehmzow in a safety suit and protective helmet on the Statoil island in the north of Norway.

Roskilde, Denmark

Standing 75 metres above ground on 2 square metres of space at temperatures hovering around freezing – seems like a new extreme sport: extreme photography

Somewhere in

western Austr

alia

the blue t the “terror of e battle agains th in sistant e as rc r fo he d sk Ta mpf an pher Claudia Ke ht. lig ht sky” – photogra rig e th e the subject in attempt to plac

Grindelwald, Bernese Oberland

The weather gods seem to have forsaken us at the moment: fog in the moor lands and clear skies starting at 2,000 metres – back to the valley with visibility less than five metres.

In the outback, southern Australia

Melkøya Island, Norway

This is what lonel iness looks like: red dirt and salt desert wherever you look on the fligh t from Sydney to Perth – on the way to the next subje ct to be photo graphed.

Light as day even late at night – and the stars of the show are always in the right light: the model, assistant and photographer relax.

Tokyo, Japan

Patience is a virtue in Shibuya, Tokyo’s consumer para dise: in the land of the rising sun, we wait for the sun to go down.

Shanghai, China

The best view in the world is no help when fog from the Ch clouds of inese sea sudd enly cover the ings: the view build of Shanghai’s Pudong financia l district.

Corporate Design for Airlines

Tailwind for the Wings of the Crane

>>> Design for Lufthansa: from the boarding pass to the anni

line’s visual appearance. “The Wings of the Crane” traces in detail

versary book. The year 2005 was an important one for Germany’s

the development of the world-famous brand. The white book

largest airline. In April, Lufthansa – revived in 1955 – celebrated

cover is pure understatement. No photo, no print – only an almost

its 50th birthday. A superb occasion to publish a catalogue to

invisible, embossed logo signals what it’s all about – 50 years of

accompany an exhibition in the Frankfurt Museum for Applied

Lufthansa design packaged elegantly between the two covers.

Arts. The Peter Schmidt Group, as the long-time brand manage

Only one of many design tasks under the mark of the crane that

ment and corporate design agency for Lufthansa Airline, was

we claim responsibility for.

commissioned with the design of the cultural history of the air-

Corporate Design for Airlines

Our ideas take flight.

>>> TAKING OFF FOR NEW HORIZONS WITH LUFTHANSA REGIONAL. AS DESIGN PARTNER TO LUFTHANSA AIRLINE AND ITS SUBSIDIARIES, WE aRE RESPONSIBLE FOR LOGO DEVELOPMENT FOR LUFTHANSA REGIONAL. AUTONOMOUS, BUT WITH A CLEARLY RECOGNISABLE CONNECTION TO LUFTHANSA. THE DESIGN HAS BEEN FEATURED ON THE AIRCRAFT FOR THE PAST FEW YEARS AND MAKES ITS MARK AT EUROPEAN AIRPORTS as well as IN THE SKy. WE WISH it MANY MORE HAPPY LANDINGS!

Corporate design with substance: the dots represent destinations, linking hubs with small to midsize airports.

Corporate Design for Airlines

Germanwings – destined for success with a vibrant brand presence

A clear image for a successful take-off: the corporate design for the airline ensures a young and dynamic appearance on the ground and in the air.

>>> Consistency and efficiency as corporate design rules –

bination of corporate colours: a bold blackberry and vibrant

numerous airlines continue to offer more destinations at better

yellow. This colour combination is highly memorable and unique

prices, to the delight of passengers. Germanwings positioned

in its impact. The primary flagship product of the airline, the

itself within an increasingly tight market as a brand with a per

silver aircraft, also attracts attention. The dynamic design of the

suasive philosophy: unique, dynamic and young. This applies to

tail unit in the corporate colours, and the distinctive German-

its visual appearance as well, which carries the identity of the

wings logotype, focus on long-range impact and assertively

brand internally and communicates it externally. Together with

project the brand values to the outside world, as can be seen

the client, the Peter Schmidt Group developed a distinctive com

at many German airports.

Corporate Design for Airlines

Destination Antananarivo A NEW IDENTITY FOR AIR MADAGASCAR – THE JOINT PROJECT OF LUFTHANSA CONSULTING AND THE PETER SCHMIDT GROUP CONVEYS THE INDIVIDUAL CHARACTER AND THE OVER ALL CONCEPT OF A NATIONAL CARRIER WITH CREDIBILITY. COMPLETION OF THE SUCCESS FUL RESTRUCTURING PROCESS FOR THE AIRLINE WAS ALSO A NEW BEGINNING: IN THE NEW CORPORATE DESIGN OF THE PETER SCHMIDT GROUP, AIR MADAGASCAR QUICKLY FLEW INTO THE PROFIT ZONE AND TODAY IT REPRESENTS A POINT OF PRIDE FOR THE AFRICAN COUNTRY.

M adagascar

Antananarivo

>>> Bundled competence for implementation of complex tasks

The central symbol is the Ravenala tree, also known as the

in the airline business. The strategic alliance is clear: Lufthansa

traveller’s tree, which has long been associated with Air Mada

Consulting, as one of the leading management consultancies

gascar and which was slightly modified and updated. The

in the aviation industry and the Peter Schmidt Group, with its

national colours of red and green were also retained, but varied

many years of experience in aviation design consulting and

with different tints. Silver completes the present colour palette

implementation, perfectly complement each other’s expertise.

and represents the technical aspect. The revised logotype

The result of the first joint project is the visual appearance of

achieves high recognition value and differentiates the airline

Air Madagascar. After two years of successful restructuring

clearly from the logos of competitors. The specific combination

through Lufthansa Consulting, Air Madagascar decided in 2003 to

of brand and design competence in the partnership between

document it´s new dynamism and vision in an appropriate way.

Lufthansa Consulting and the Peter Schmidt Group lent efficiency

The current corporate design unites elements passed down from Air Madagascar´s history and the country´s unique national characteristics with modern, global market requirements.

to this broadly designed rebranding process.

THE TRAVELLER’S TREE IS A NATURAL WATER RESERVOIR. THE WATER IN THE LEAVES OF THE PLANT QUENCHes TRAVELLERS’ THIRST ON LONG JOURNEYS AND IS THE SOURCE OF THE LOGO FOR AIR MADAGASCAR.

Peter Schmidt Group Hamburg • Frankfurt • Munich • Tokio

Masthead/Contact Publisher Peter Schmidt Group GmbH Isabel Ossenberg Corporate Communications Westhafenplatz 8 60327 Frankfurt am Main Germany Tel. +49 (0) 69/85 09 93-25 Fax +49 (0) 69/85 09 94-18 Copywriting stefan.boeckler@b-99.de Photography Thorsten Arendt (pages 26–29) Claudia Kempf (pages 04/06–07/11/14) Andreas Klingberg (brochures and packshots pages 09/10/14/17/18/24/25) Ruediger Nehmzow (cover and pages 03/12/13/15–21) Bettina Schuermann, PSG (pages 22/23) Air Madagascar (page 30) Juchheim (page 08) Getty Images (page 31) Production, composing and lithography Brand Implementation GmbH, Hamburg, Germany Printing Mediadruckwerk, Hamburg, Germany Printed on Galaxi Keramik by Papier Union