Deutsche Messe AG, headquartered in Hannover, is one of the world’s leading trade fair companies, organizing more than 150 trade fairs and events annually in Germany and abroad.[1] The company’s visual identity is closely tied to the Hermes head, a symbol created for the Hannover Messe that has become the enduring landmark of the organization’s trade fair events.
Design and History
The origins of the Deutsche Messe identity trace back to 1947, when graphic designer Paul Rademacher (1901-1989) created the Hermes head logo for the Hannover Messe.[2] The profile of Hermes, the god of trade, was chosen as the symbol for the fair and remains in use as the event’s landmark to this day.[3] Rademacher reportedly created the logo overnight, and it has continued to define the face of the HANNOVER MESSE ever since.[4]
In 2014, Deutsche Messe introduced a new umbrella brand (Dachmarke) that included a new design and a further developed logo. According to the company, the square was chosen as the central element to give the trademark more presence.[5]
Following the pandemic, Deutsche Messe updated its corporate identity in 2023. The Berlin agency B&B was commissioned for the rebranding, which adapted components previously developed for product brands and services to the needs of the umbrella brand. The corporate design manual was made considerably more flexible, shorter and more digital in the process.[6]
Meaning and Symbolism
The Hermes head, the central symbol of the Hannover Messe identity, depicts the profile of Hermes, the god of trade in Greek mythology.[3] The choice of this figure reflects the fair’s purpose as a marketplace for industry and commerce. The square introduced in the 2014 umbrella brand was described by the company as a strong symbol intended to give the trademark more presence.[5]
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