Born Integrated: The 50th Anniversary Design of the Serviceplan Group Is Revealed

Feb. 17, 2020

Celebrating 50 years of Serviceplan: in its anniversary year, Europe's leading independent agency group is marking the momentous occasion with a very special design. Based on the original Serviceplan logo from the early seventies, an anniversary design with the slogan "Born Integrated" was created.

The new design celebrates the integrated and holistic approach to communication which unites the 24 "Houses of Communication" around the world. At the same time, it is a tribute to the agency's founding fathers, who laid the foundations for today's largest owner-managed and independent communication agency in Europe back in the early 1970s with the then visionary Serviceplan.

• Born integrated - the service plan

Munich, 1970: Dr. Peter Haller and Rolf O. Stempel launch an advertising agency. They soon realize that they want to be more than just a pure creative agency. They want to offer their clients integrated marketing solutions in which all the different areas of communication interact. An idea was born and it was called: Serviceplan. The DIN A1 size plan represented an integrated and interlinked model of communication, production and distribution strategy. The approach behind it was explained in detail in a brochure entitled "In the future, the overall concept will decide". The service plan quickly proved to be a sales hit for Haller and Stempel, and at the same time it formed the DNA of the agency group and the innovative concept of a service plan lend its name to the agency – Serviceplan was born.

• The anniversary design

Similarly present as the clear structure of the actual Serviceplan at that time was the original logo : SP, two letters connected with each other, dynamic, modern. In cooperation with Studio Oeding, an anniversary logo was created on the occasion of the agency's birthday, celebrating these origins and adding the number 50. The logo will be used throughout 2020 to complement the Group's corporate logo at various touch points, including advertising, merchandising, business equipment and branding of selected Houses of Communication.