The new logo of the Hessian energy company HSE is only a duplicate of the logo of an East German steel company . Source: press photo
DÜSSELDORF. Advertising has a lot to do with self-confidence. It may not always be completely new , which presented the emissary of the agency conference room of the well-tempered customers, but it must be sold as if it was an absolute revolution in the country advertisers . New, unique , authentic. An intensive look into the eyes of the weary clients and the case is scratched .
Perhaps the unfortunate story of the new logo of the Darmstadt energy company HSE ( HEAG Südhessische Energy Ltd ) is run something like this . In the beginning was the search for an agency that was to revamp the image of the regional energy supplier. Corporate identity, corporate design, the full program. After one pitch , the renowned agency Jung von Matt / Neckar took the job from there presented – and in time a dynamic logo. Three red letters in capitals indicated in a red circle to see the contemporary slogan "The whole thing . " The customer was pleased and nodded off .
But then the horrors that disgrace : The advertisers have discovered that there was another company called HSE, the villages Henning Stahl Engineering GmbH, this is called a strikingly similar logo his own. And although since 1990.
The agency Jung von Matt is keeping quiet . And the utility shows "not amused " , but now sees the matter pragmatically : First, the new logo, is not whether or doublet . For the East German company had so far failed to obtain protection for its logo trademark. This has been done but again the Hessians at once. Clever. Secondly , the Darmstadt pay only half of the originally agreed agency salary of 400,000 euros. Comprehensible. And third, strike out the name of HSE must Jung von Matt of his customer list. This is bitter.