Trade fair stand showcases HB's new brand identity
Unveiled at A+A: HB Schutzbekleidung's new corporate design
Distinctive image motifs used as reference points for product categories – and for the innovative 21towear service concept
Thalhausen, 4/11/2013 – Using motifs drawn from nature and employees as models, HB Schutzbekleidung will continue to promote its new brand presence at the 2013 A+A trade fair. The corporate design, developed in 2012 as part of the company's 60-year anniversary, will be used for the first time at the world's leading trade fair for protection, health and safety in the workplace. A modern layout and distinctive imagery reflect the philosophy and range of services offered by the company, based in Thalhausen, Germany.
"HB Schutzbekleidung continues to grow and today offers more than 100 items in its collection, with a whole range of protective functions," explains company owner Klaus Berthold. "The new design also has the no less important task of providing an aesthetically pleasing point of reference that runs through our range of products." Striking motifs from nature provide the framework for this: for example, a volcano symbolises the danger that arises from heat and flames – something for which HB clothing in the "Heat, Flame & Splashes" product category offers protection – while a storm represents hazards relating to fault arcs and is used with products from the "Arc & Energy" range. Each of the six protection categories has its own motif, providing an intuitive way for customers to find the articles which meet their needs.
Additionally, the visual language used throughout all the corporate media will be able to provide reference points at this year's A+A trade fair stand. The elements in presentation concept of HB Schutzbekleidung will use a waterfall, the northern lights, and other features that will indicate the relevant product categories even from a distance. Natural motifs will also cover the back wall of the trade fair stand, with redwood trees and ants among the images appearing under the slogan "Learning from nature". "These images stand for sustainable, organic growth, as well as teamwork and how well rooted we are in the region," says Klaus Berthold. "Therefore, they represent precisely those values that we want to uphold as a medium-sized, owner-led company."
One element is staying at the heart of everything: the elegant leatherback turtle will act as the key visual and logo motif – and symbolise the combination of safety and freedom of movement that HB products offer. Together with the corporate colours of blue and silver and the expressive HB visual language, the turtle ensures a brand identity which is as consistent across different media as it is memorable – both within the company and outside it. Specially developed pictograms for new products, multi-standard items and the new 21towear delivery service also serve as a guide, as they are used on all levels of brand communication. The Neuss-based BLUEMOON CC agency is responsible for the new HB design.
HB Schutzbekleidung also stands for comprehensive and personalised customer service. For this reason, the faces of the company – its employees – have a part to play as well: they will be the ones modelling the highlights of the product range in various print media and on the homepage at www.hb-online.de. The 21towear delivery service, which is being presented for the first time this year, will be showcased by HB employees too as they wear 21towear racing overalls at the trade fair stand. And there will be even more speedy features, with visitors given the chance to compete in a racing simulator and win tickets for the 2014 German Grand Prix at the Hockenheimring – a very appropriate event for a high-speed service that will allow HB to take the pole position in the PPE industry.
About HB Schutzbekleidung
Since 1952, HB Schutzbekleidung has been manufacturing top-quality PPE clothing that exceed standards. As the market leader for protective clothing in Germany, and Europe's leading supplier of ESD clothing, HB develops high-performance materials made of safe and comfortable fabrics. The company’s product management continuously sets new trends, through its fashionable designs, creative details and modern tailoring. This leads to intelligent collections which provide personnel and products with the best possible protection in workplaces with specific risk profiles. A sophisticated quality assurance system with 100% manual final inspection in all production facilities is the customer's guarantee that HB products will stand up to even the most stringent requirements – and stay true to HB's brand promise: "be safe. we care."
We will be happy to provide you with a photo of the trade fair stand shortly.
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Tel.: +49 2639 8309-0
Fax: +49 2639 8309-99