adds a new trade fair offering to the portfolio. The hanseboot, Northern Germany’s largest boat show, gets a new name for its 10th anniversary – “HAMBURG ancora YACHTFESTIVAL”. A new logo with a maritime connotation and a clear demarcation to the old logo was to be developed. In addition, the logo should fit in well with Hamburg Messe’s new portfolio. So we set out on a conceptual search for maritime artefacts that did not appear generic or kitschy and at the same time could be the beginning of a story. So we came to the flag alphabet …

We developed the logo components from the graphic patterns and divisions found in this way. The color scheme consists of a fresh light blue and an ultraviolet – beautiful maritime and memorable …