Under One Roof EADS Trade Fair Appearances 2000-2004 At the beginning of the 21st century, Spain’s CASA, France’s Aerospatiale Matra and Germany’s Daimler Chrysler Aerospace joined forces to become the European Aeronautic Defence and Space Company lEADS), the largest aerospace corporation in Europe. The newly founded corporate group presented itself at aerospace trade fairs around the world; this called for a design that emphasised external identification and fostered an internal identity. In the circle, a symbol was generated that clearly focused the corporate identity. The high roof of the landmark “Space Tower” served to unite the various departments, brands and products of the founding members. The finely tuned interaction of architecture, graphics, lighting design, exhibits and shows created a corporate communication that made the stand easy to recognise, and facilitated it re-use at A, B and C trade fairs. The message of this inviting, pleasant performance was equally clear: “Leadership without domination.”

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