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Linotype Press Release - Compatil meets M�venpick
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The Linotype Compatil type system � a core element in the
revitalized M�venpick brand
Bad Homburg, January 31, 2005. The type system Compatil from
Linotype Library now serves as a central design element for
communicating the new brand values of the multinational
corporation M�venpick. �Offering enjoyment � indulging in
special treats � nurturing the genuine,� these are the
brand values which M�venpick�s new image aims to express.
Carolin Versteeg, Head of Brand Consulting at the
responsible communication agency �külling partner identity�
in Zurich, comments on her company�s strategy: �The brand
should appear elegant but not luxurious; classic,
straightforward, sensuous and international, with Swiss
style. The myriad possibilities offered by the Compatil font
family are very convincing, especially for a complex
Corporate Design program.� As a result, the various
emotional accents of the font styles Fact, Text and Exquisit
can all be implemented as integrated components in the new
Corporate Design. Although the M�venpick brand has a clear
and unified parent company strategy, specific brand worlds
had to be established which fulfilled the needs of each
corporate division � in essence, four operatively
independent entities (Hotels & Resorts, Service Gastronomy,
Travel Gastronomy and Wine). The differences between the
divisions can best be noticed in the choice of color climate
and typography. Consequently, two strategic goals could be
attained: revitalizing the parent company brand as a whole
as well as defining communication measures tailored to the
specific target groups of each division. Florence Mayor,
Head of Corporate Communications for the M�venpick Group
explains it like this: �As a new CI standard, the Compatil
type system is convincing not only because of its high
quality design but also because of its impressive systems
concept � which corresponds well with our corporate
structure, integrating various divisions within one parent
company.� After the successful restart of the brand�s image
in 2003, the rebranding will subsequently continue in all
corporate divisions of the M�venpick Group to be completed
by the end of 2005.
For further references on the new M�venpick brand image
please visit:
- http://www.moevenpick-group.com
Further information on the Compatil type system can be
found at:
- http://www.linotype.com/6-1806-6/compatil.html
If you would like further information, please contact:
Linotype Library GmbH
Du-Pont-Stra�e 1
D-61352 Bad Homburg
Tel.: +49 (0) 61 72 - 484 - 24 60
Fax: +49 (0) 61 72 - 484 � 5 24 60
E-Mail: info@linotype.com
Website: http://www.linotype.com
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Linotype Library GmbH, based in Bad Homburg, Germany and a
member of the Heidelberg Group, looks back onto a history of
118 years . Building on its strong heritage, Linotype
Library develops state-of-the-art font technology and offers
more than 6,000 original fonts, covering the whole
typographic spectrum from antique to modern, from east to
west, and from classical to experimental. All typefaces (in
PostScript� and TrueType� format as well as more than 1,400
fonts in OpenType�) are now also available for instant
download at www.linotype.com. In addition to supplying
digital fonts, Linotype Library also offers comprehensive
and individual consultation and support services for font
applications in worldwide (corporate) communication.
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