Albert Ballin, the youngest Hapag director since 1888, sent the flagship “Augusta Victoria” on a pleasure trip to the Mediterranean in January. Although his colleagues thought he was insane, the week-long “Excursion”, on which Ballin himself joins as host, consisted of organized jaunts in-land on 13 different ports of call—a massive success. It’s the premiere of the modern cruise and the birth of sea tourism, which Hapag henceforth offered. This period saw the then Hapag and northern German Lloyd gain widespread publicity with striking posters. To mark the 125-year anniversary a historical selection of the most prominent motifs create a special selection of modernized posters.

Reduction to the minimum, strict adherence to the new color code and the new brand logo with the campaign claim “Die Geschichte beginnt hier” (“History starts here”) are all binding stylistic elements that transport the graphics to the modern. On the back side of each poster a small sticker displays the original poster motif with background informations about the artist.

As a result we created a unique and exclusive gift for clients and customers that will bei implemented in 2016 to increase the customer-realation and loyalty.

Essential to this graphic redesign were graphic sensibility, a feel for the right tonality and a clear concept. The new logo and corporate design will be launched in 2016 throughout all communication channels. The poster set is the first extracted tool on the base of the new corporate design.