After 50 years, Serviceplan is still an indie. The independent agency group turns 50 this year and is celebrating its anniversary with a new logo. The anniversary design is based on the original Serviceplan logo from the early seventies and bears the slogan, Born Integrated. 

The new design highlights the group’s 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 the group in the early 1970s. Serviceplan has become the largest owner-managed and independent communication agency in Europe.

This is the group’s history:

In Munich in 1970, Dr. Peter Haller and Rolf O. Stempel launched an advertising agency. They quickly realised that they want to be more than just a pure creative agency. They wanted to offer their clients integrated marketing solutions in which all the different areas of communication interacted. An idea was born. The DIN A1 size plan featured an integrated and interlinked model of communication, production and distribution strategy. The approach behind it was explained in detail in a brochure, 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.

In the original logo, two letters, S and P connected with each other in a dynamic and modern way. The anniversary logo, created with Studio Oeding, celebrates these origins and adds 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.