Elephant Print No. 4

#4 Corporate Literature T H E P E T E R S C H M I DT G R O U P M A G A Z I N E

When brands talk

Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE // Intro

‘‘We have to com­ municate because we are not ca­pa­ble of mutual understanding.‘‘ Bazon Brock

Every person is unique, has an entirely individual socialisation and worldview. It often borders on the miraculous that communication facilitates true understanding among those involved. Whenever enterprises communicate, there is always an image aspect in addition to the actual context – it is the aim of successful corporate literature to harmonise the two and, in so doing, reach the reader.

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE // FINANCIAL COMMUNICATION

Far more than just a rigid collection of figures

Financial communication The annual report is the pinnacle of financial communication. This is because communication and the generation of shareholder value are inseparably linked. The intensive dialogue with investors is also conducted by means of the annual report. It primarily reflects the identity of the enterprise as well as the economic developments of the business year.

The concept and design of annual reports are therefore not an end in themselves, but instead are closely tied to performance and the current situation of the enterprise. In addition, the image put forth must be authentic. This is the only way the annual report can get across one of its most critical strengths: credibility.

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE // FINANCIAL COMMUNICATION Case study // Hugo boss AG // Annual Reports

Hugo Boss in figures 2009 1.56 9,027 MDAX

Turnover in € billions Number of employees Stock index

The foundations for excellent work

Continuity The Peter Schmidt Group has been responsible for designing annual reports for the HUGO BOSS AG for more than 15 years. The work done for the international fashion and lifestyle group is characterised by continuity and design diversity, and has repeatedly won awards from renowned specialist juries at home and abroad.

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE // FINANCIAL COMMUNICATION Case study // BayWa AG // annual Reports

BayWa in figures 2009 Turnover in € billions Number of employees Stock index

7.26 15,312 MDAX

Motivating employees

Setting the course What makes BayWa special proved to be a strength in the last business year once again: BayWa caters to the basic human needs of food, domicile, warmth and mobility and thus builds on solid foundations. This is impressively reflected in the 2009 annual report with the motto “Setting the course”. Last year’s annual report was divided into two publications, and this has been continued. The main publication bears the subheading “Motivating employees”.

Staff are encouraged to advance the enterprise and move it further forward using their creativity and commitment.

This process and the fruitful interplay of initiating, encouraging and promoting is linked to one of the strongest metaphors for motivation, stamina, willingness to accept change, ambition and success: sports.

The Peter Schmidt Group has been supporting BayWa AG’s corporate design and financial communication since 1998.

Annual report, inside pages

Additional publication

Additional publication

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE // FINANCIAL COMMUNICATION Case study // Linde AG // annual reports

Linde in figures 2009 11.211 47,731 DAX 30

Turnover in € billions Number of employees Stock index

Mission

LeadIng. By splitting the financial report and the magazine into two publications, the enterprise has forged an innovative path in the financial communication arena, and in doing so has not only come to terms with tradition but also moved on – as proven by numerous awards.

Linde’s financial reports provide analysts with relevant information – with details clearly summarised under the motto “Figures, data, facts”. The magazine-like Annuals supplement the annual reports with background information on developments and highlights of the business year in question. Fascinating and multi-faceted in equal portions.

Since 2004 the Peter Schmidt Group has been the leading agency of the Linde Group and supports financial communication, among other things.

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE // FINANCIAL COMMUNICATION FURTHER REFERENCES // spotlights

Benckiser The company behind the brands: at the beginning of the 1990s several annual reports were designed for Joh. A. Benckiser GmbH, to which belong brands such as Calgon and Calgonit as well as Calvin Klein and adidas perfumes.

JOOP! The Peter Schmidt Group designed the annual report with an extensive brand and image section for JOOP! GmbH for several years.

Benckiser Annual report, 1992

JOOP! Annual report, 1992

JOOP! Annual report, 1993

JOOP! Annual report, 1994

LSG Sky Chefs LSG Sky Chefs are one of the biggest and globally most successful caterers in the aviation sector. The focus of the annual report created in 1999 was on internationality and the quality of the services. Information concerning service operations was im­parted with a generous and unique design.

Lycos Europe The 1999/2000 annual report was designed for Lycos Europe – the company’s first ever. The atmosphere characteristic of the times and the spirit of optimism of the Internet company were documented.

Kühne + Nagel Annual report, 1998

LSG Sky Chefs Annual report, 1999

Lycos Europe Annual report, 1999/2000

Daimler-Benz Annual report, 1996

Daimler-Benz Annual report, 1997

Mercedes-Benz Annual report, 1996

Kühne + Nagel In the course of developing the corporate design for Kühne + Nagel, Peter Schmidt Group also designed the annual reports and was responsible for the implementation for several years.

Daimler-Benz Aerospace Annual report, 1996

Helaba With a workforce of more than 6,000 employees and total assets of 180 billion euros, the Helaba Group is one of Germany’s leading Landesbanks.

The three pillars of investment banking, SME business and retail banking have made Helaba a European regional bank with international reach.

In addition to providing support in all concerns related to brand strategy, the Peter Schmidt Group has been developing and designing Helaba’s annual reports since 2003.

Helaba Annual report, 2007

Helaba Annual report, 2008

Helaba Annual report, 2009

DZ BANK The DZ BANK Group is part of the co-operative financial services network, which includes about 1,200 Volks- and Raiffeisen Banks and which, in terms of total assets, ranks among Germany’s largest private financial services organisations.

DZ BANK’s financial communication is based on the newly developed corpo­rate design and excels with a steadfast character and clear structure. Well-defined typographical hierarchies make it easier to navigate through extensive quantities of text. The Peter Schmidt Group designed a consistent central theme for the 2009 financial communication. This theme is graphically interpreted in a network representation and reflects the co-operation between the , the VR Banks and the clients.

DZ BANK Annual report, 2008

DZ BANK Annual report, 2009

Wünsche The 1997 and 1998 annual reports served to accompany the development of Wünsche AG into a lifestyle group.

Lancaster Group In 1991, the report was developed and imple­ mented for the Lancaster Group AG, which belongs to Benckiser, with perfume and cos­ metic brands such as Lancaster, Monteil, Jil Sander, Davidoff, Bogner, JOOP! and Chopard.

Wünsche AG Annual report, 1997

Wünsche AG Annual report, 1998

Lancaster Group Annual report, 1997

Daimler In 1996, the Peter Schmidt Group developed the design for the annual reports of Daimler-Benz AG as well as of the Group’s brands Daimler-Benz Aerospace, Mercedes-Benz and Daimler-Benz InterServices (debis) and supported the implementation. In the years that followed as well, up until the fusion with Chrysler, the reports were created according to the design specifications of the Peter Schmidt Group.

B/S/H Bosch und Siemens Hausgeräte The annual report for B/S/H Bosch und Siemens Hausgeräte GmbH was created in 1997 using the new corporate design, which was also developed by the Peter Schmidt Group.

debis Daimler-Benz InterServices Annual report, 1996

B/S/H Annual report, 1997

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE // IMAGE COMMUNICATION

Of images which come to mind

Image communication Image communication is primarily value-orientated communication; it is contextual and visual. Its aim is to transport corporate identity in a holistic way in order to establish a specific image in the minds of the target groups. Verbal communication of a corporate mindset is backed by an image-building visual impression which goes far beyond the mere imparting of information.

An image publication is generally intended for a wider target group than traditional product communication. It aims to kindle emotions while at the same time providing a comprehensive overview of the philosophy, business units and development of the enterprise.

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE // IMAGE COMMUNICATION Case study // Peter schmidt Group GmbH Image Book

The driving force behind our work

Passion The book about the agency invites the reader to discover this special ability in all its facets. The clear and unaffected presen­ tation mirrors the unique approach of the Peter Schmidt Group and allows a glimpse at a wide range of excellent projects.

At the same time, it is also a trip covering more than three decades of design history. From the Jil Sander bottle all the way to recent design examples for national and international clients.

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE // IMAGE COMMUNICATION Case study // MAN //Image brochure

The aura of a global market leader

Generosity The MAN Group is among the leading manufacturers of capital goods worldwide. As a system supplier of commercial vehicles, diesel engines, turbo machines and industry services, the Group provides technologies for the global growth markets of transport, drives and energy.

In 2006, the Peter Schmidt Group was responsible for the extensive redesign of the MAN brand as well as the communicative measures this entailed.

Consequently, the image brochure also appeared with a new look in 2008. The amount of text is reduced and combined with generous use of space and eye-catching images. The layout structure allows for the utmost in design diversity while maintaining a characteristic brand presentation.

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE // IMAGE COMMUNICATION Case study // DZ BANK // Image brochure

Interpreted for today’s times

German virtues The DZ BANK has been placing its trust in the design and brand strategy expertise of the Peter Schmidt Group for years now.

Within the scope of the new development of the corporate design of the DZ BANK, the focus was on the company’s international business. The claim “Bank on Germany” represents the global communication of the DZ BANK in its entirety. The image brochure was one of the first media implemented using the new corporate design and published on the occasion of the Capital Markets Conference in Berlin. The use of large-scale images constitutes a clear reference to modern Germany, based on the globally understood cliché.

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE // IMAGE COMMUNICATION FURTHER REFERENCES // Spotlights

eBay The title sets the tone: “The marketplace of the 21st century.

By people for people.” The inside pages of the image brochure share the world of eBay with the reader: the marketplace, the community, the business model and the expertise of eBay in the area of trust and security.

Schottel The Schottel company specialises in top-quality propulsion systems and serves as an important partner to the shipping industry. The Peter Schmidt Group developed the new corpo­rate design and implemented it in the company’s first twolanguage image brochure. The company colour, the typical Schottel silver, and the generous use of photography and space is an important component of the design and communicates the brand values: strength of character and continuity.

Wöhner The Wöhner company stands for competence in the area of busbar systems and trend-setting technologies. The didactic brochure communicates the technical competence of the company in the area of busbar systems and makes Wöhner’s vision “New technologies are changing the world” come alive. In addition to a look inside the portfolio, internationally renowned references back the trust placed in the reliability and innovation of the products.

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Wöhr + Bauer Wöhr + Bauer GmbH has many years of experience in the devel­ opment and implementation of urban real estate. The image brochure presents the brand as well as the services of the pro­j­ ect developer and building contractor in a manner which attracts attention and exudes top quality.

Masa The Masa company delivers intelligent and flexible solutions for successful producers of building materials. The Peter Schmidt Group developed Masa AG’s new brand guidelines and the corpo­rate design based on these guidelines. Four product brochures and the image brochure are the first of the media to be implemented. The design features striking use of the company colours blue and yellow, characteristic illustrations showing the production systems and generous use of pictures with statements made by company managers.

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE SUSTAINABILITY COMMUNICATION

Company responsibility

Sustainability communication Sustainable corporate development, i.e. development which also integrates social and ecological factors into strategies and decisions, is a crucial prerequisite for corporate policies which are successful in the long term. This is not primarily a matter of image, but more decisively the issue of how the company can secure the foundations of its success. It includes excellent relationships with staff, customers and other stakeholders.

The communication of a corporate responsibility strategy or individual sustainability projects is one way of strengthening these relationships. We have been providing support in the concept, design and implementation of publications concerning sustainability for many years.

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE SUSTAINABILITY COMMUNICATION Case study // HUGO BOSS AG // COMPANY PROFILES

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More than window dressing

Drive

2006

For an internationally operating company such as HUGO BOSS, responsibility towards society, the environment and the organisation’s employees is an obligation and a pledge.

As a result, the company dedicates a separate chapter in its company profile to the subject of responsibility, in which it presents a great range of projects. The design is low-key and makes use of black silhouette-style images on a silver background.

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE SUSTAINABILITY COMMUNICATION Case study // Linde AG // Corporate Responsibility Reports

Responsibility has a face

Showing diversity With its Corporate Responsibility Report, Linde takes a clear stance on its societal, environmental and economic responsibility in all relevant activities – worldwide. Every publication focuses on a different context in terms of concept and design and annually supplements financial communication, in particular the annual report.

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE SUSTAINABILITY COMMUNICATION Case study // Linde AG // Corporate Responsibility Reports

CR Report, 2005

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE CUSTOMER AND STAFF MAGAZINES

Relationships are precious

Customer and staff magazines No one can afford to lose customers easily. Long-term orientated relationships with customers and employees are precious and must be protected. In these times of rapid change, many brands and companies compete for the favour and attention of customers and qualified staff.

In this regard, customer and staff magazines play an important role in corporate communication as they reinforce internal and external business relationships. In addition, they are conducive to customer and staff loyalty at an emotional level and in this way ensure ongoing success.

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE CUSTOMER AND STAFF MAGAZINES Case study // Peter schmidt Group gmBh Elephant print

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Walking the design talk

Leaving a weighty mark An elephant leaves tracks where it treads. The customer maga­zine of the Peter Schmidt Group regularly reports on current projects and dedicates each issue to a special subject. The concept has won several awards and provides insight into the creative output of the five branches in connection with the theme of the respective issue.

In addition, the development of the design is evolutionary and clearly relates to the corresponding subject of focus. While the first issue featured “travel” and the second documented the many national and international awards of the Peter Schmidt Group, the third issue treats the supreme discipline of financial com­munication: the annual report. Derived from the world of finance, the “LED” look with dot matrix font is used consistently through­out the publication.

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE CUSTOMER AND STAFF MAGAZINES Case study // Linde AG // Linde technology

Science attractively packaged

The added value of infotainment “Linde Technology” is the customer magazine of the Linde Group and targets business partners, customers and media representatives. Several times a year, Linde AG provides scientifically based yet comprehensible reports on innovations from the Group’s various business units. Every issue has a thematic focus and features informative graphical representations and interviews.

Appearing in English and German, Linde Technology backs the Linde Group’s dedication to promoting interdisciplinary exchange on current research topics.

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE CUSTOMER AND STAFF MAGAZINES Case study // KION // Kion news

The answer to today’s challenges

Flexibility Much of the work had already been completed: after the refound­ ing of the KION Group as the parent company for the three brands Linde, STILL and OM, the Peter Schmidt Group developed a complete corporate design for the new company – from the name to the brochure. The next task was then to design a new staff magazine: the solution was a layout concept typical of newspapers with a basic grid, versatile design elements and differentiating representation of the various sections. A flexibly designed medium which ensures fast communication of current issues.

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Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE CUSTOMER AND STAFF MAGAZINES Case study // Wöhner GmbH & Co. KG // vision

And no two are the same

Unique products in series Wöhner, a mid-sized manufacturer of electro-technical systems, has been supported by the Peter Schmidt Group in all brandrelated areas since 1994. The company magazine is called “Vision”.

It is part of the product manual and is also available separately.

Every issue is dedicated to a specific country in which Wöhner does business; it presents a branch and takes its readers on a trip through the respective country. The coverage includes corpo­rate activities as well as traditions, current events and countryspecific subjects.

An annually changing motto ensures further variation. In addition to colours typical of the country in question, which continually lend wöhnervision a new look, secondary design elements such as illustrations, collages, photographs, colour sections and typography provide each issue with an individual design approach.

Peter Schmidt Group // ELEPHANT PRINT // #4 CORPORATE LITERATURE COMPETENCIES AND CLIENTS

Foundations of our work

Competencies and clients

The brand identity lifecycle 1 Analysis Brand Identity Brand Appearance Brand Context Status Quo Positioning 2 Strategy Target Positioning Visual Brand Guide Brand Creative Brief Brand Architecture 3 Basics Naming Logo Design Basics 4 Design Corporate Design Packaging Design Corporate Architecture Interactive Design Corporate Sound 5 Implementation Guidelines-Portal Change Management Monitoring Brand Management Portal

Amecke Fruchtsaft GmbH & Co. KG Arnold + Richter Cine Technik GmbH & Co. Betriebs KG British American Tobacco p.l.c.

BayWa AG BDEW Bundesverband der Energie- und Wasserwirtschaft e. V. Beiersdorf AG Berlac AG Bertelsmann AG BHW Bausparkasse AG Bionorica AG Bremer Feinkost GmbH + Co. KG Bucherer AG BVR Bundesverband der Deutschen Volksbanken und Raiffeisenbanken Coca Cola GmbH Colin & Cie. AG Commerzbank AG Conrad Electronic SE Danone GmbH dm-Drogeriemarkt GmbH + Co. KG Douglas Cosmetics GmbH Deutscher Sparkassen- und Giroverband DZ BANK AG Deutsche Zentral-Genossenschaftsbank eBay GmbH Ethna Capital Partners SA Eurohypo AG ERV Europäische Reiseversicherung AG Feldschlösschen Getränke AG Gerolsteiner Brunnen GmbH & Co. KG Goethe Institut e. V. Griesson – de Beukelaer GmbH & Co. KG Guhl Ikebana GmbH / Kao Brands Europe Heidelberger Druckmaschinen AG Heimbs Kaffee GmbH + Co. KG Helaba Landesbank Hessen-Thüringen Henkel AG Hermes Arzneimittel GmbH Hoffmann GmbH Hugo Boss AG Innovationlab GmbH Itc Limited

Joachim Herz Stiftung Juchheim Co. Ltd. Kion Group GmbH Kuwait National Airways (K.C.S.) Linde AG Lindt & Sprüngli (Schweiz) AG Lindt & Sprüngli (International) AG Liz Mohn Kultur- und Musikstiftung LSG Lufthansa Service Holding AG Deutsche Lufthansa AG MAN AG Marc O'Polo International GmbH Mars GmbH Media-Saturn-Holding GmbH Merz Pharma Merz Consumer Care GmbH Migros-Genossenschafts-Bund Molda AG Nezu Institute of Fine Arts Piper Verlag Deutsche Postbank AG Raab Karcher Baustoffe GmbH Ravensburger Spieleverlag GmbH Reemtsma Cigarettenfabriken GmbH REWE-Zentral-AG Robert Bosch GmbH Sana Kliniken GmbH Schott AG Schottel GmbH Schüco International KG Stiftung Preußischer Kulturbesitz Tognum AG UniCredit Markets & Investment Banking Universität Hamburg Ursa Insulation, S.A. W.L. Gore & Associates GmbH Wacker Chemie AG WEB.DE GmbH Weleda AG Wöhner GmbH & Co. KG Wöhr+Bauer GmbH 1822direkt Gesellschaft der Frankfurter Sparkasse mbH

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

Publication Details / Contact Published by Peter Schmidt Group GmbH Hamburg ABC-Strasse 47 20354 Hamburg, Germany Phone +49 (0)40 - 44 18 04 0 Fax +49 (0)40 - 44 18 04 70 Düsseldorf Kaistrasse 18 40221 Düsseldorf, Germany Phone +49 (0)211 - 3 01 02 77 Fax +49 (0)211 - 3 01 02 90 Frankfurt Westhafenplatz 8 60327 Frankfurt am Main, Germany Phone +49 (0)69 - 85 09 93 0 Fax +49 (0)69 - 85 09 93 18 Munich Theresienhöhe 12 80339 München, Germany Phone +49 (0)89 - 25 55 378 0 Fax +49 (0)89 - 25 55 378 3790 Tokyo Harumi Triton Square X 39F 1-8-10 Harumi, Chuo-ku Tokyo 104-6039 Japan Phone +81 (0)3 55 30 8447 Fax +81 (0)3 55 30 9292 Zürich Seefeldstrasse 19 8008 Zürich Switzerland Phone +41 (0)44 - 250 86 00 Fax +41 (0)44 - 250 86 09 www.peter-schmidt-group.de info@peter-schmidt-group.de

Text by stefan.boeckler@b-99.de Photographs by Andreas Klingberg Production, typesetting and lithography by Peter Schmidt Group GmbH, Hamburg Printed by Mediadruckwerk, Hamburg Printed on LumiSilk Papierunion