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Trade Fair Dates<br />

Here you can find information<br />

about current trade fair dates<br />

and events.<br />

30 Jan–2 Feb 2007<br />

Upakowka, Moscow, Russia<br />

www.messe-duesseldorf.de/upakovka/de<br />

9–13 Feb 2007<br />

7th German Barista Championship<br />

and 2nd German Roasting<br />

Championship during the Ambiente,<br />

Frankfurt, Germany<br />

www.ambiente.messefrankfurt.com<br />

15–17 Feb 2007<br />

4th African Fine Conference &<br />

Exhibition, Addis Abeba, Ethiopia<br />

www.eafca.org<br />

23–25 Feb 2007<br />

IICF India International Coffee<br />

Festival, Bangalore, India<br />

www.iicf.in<br />

Show Your Colours<br />

Insights and Outlook 11<br />

PROBAT is moving into the future with a structured and distinct corporate<br />

design. A new concept for internal and external communication<br />

provides an improved orientation for customers and staff. Accents are<br />

placed on a clear colour scheme as well as a well-structured dispartment<br />

of company departments.<br />

The social scientist Jürgen Habermas talks about an age of „new ambiguity“.<br />

The background to this statement is the realisation that the identity<br />

of a company is less and less apparent via its products. National and international<br />

mergers, diversification of production, opening up new areas of business<br />

and sectors are some of the reasons for this. The resulting increasing loss<br />

of orientation, however, stands in contrast to basic human needs for orientation.<br />

In this way, the decisions at PROBAT are backed up by sensible and technically<br />

sound considerations.<br />

In order to address the circumstances described by Habermas adequately in the<br />

forefront, PROBAT has decided to introduce a new corporate design. The new<br />

coherent communications concept is oriented on the results of the above-mentioned<br />

developments. It offers PROBAT’s customers as well as staff members<br />

the best possible communication structure and also aims at strengthening the<br />

market leader’s position. The high level of quality of products and services remains<br />

untouched.<br />

Colours, script and lucid design language will be given a new structure and link<br />

up with the quality claims of PROBAT’s products.<br />

The colour grey stands for the company at large, whereby everything having to<br />

do with technology takes place with the colour blue. Red represents the area of<br />

emotions which presents coffee as a natural stimulant with various facets.<br />

The new colour scheme<br />

The colour scheme selected,<br />

with its clear<br />

separation of „emotion“<br />

and „technology“,<br />

allows a thematic<br />

mapping at first<br />

glance. Overarching<br />

communication issues representing PROBAT at large are transported<br />

by the neutral colour grey. It canvasses the other areas and thus documents<br />

the company’s unity. The communication area „emotion“ demands<br />

a warm, clear and signalling colour. Following the coffeeberry<br />

and the existing colour scheme in the PROBAT environment red is the<br />

clear favourite. The colour of „technology“ is blue. Blue is defined as<br />

matter-of-fact, precise and timeless in the theory of colours.

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