Brand
Right from the word go, Paul Hartmann Sr. makes a point of emphasizing the origin of his products and it was this that motivates him to create the brand signet. In 1883 he receives his first major order to provide the St. Jacob’s Hospital in Leipzig with 400 pounds of surgical cotton wool. The new company director packs and sends off the order himself “after supper”, as it says in the annals, supported by “women who cut the labels with scissors.”
1883
The brand Paul Hartmann registers for copyright has a red cross, superimposed over crossed Aesculapian staffs, on a white background. His choice of a red cross is deliberate: in 1864 the newly established International Red Cross uses it to symbolize humanitarian aid, salvation and health – in short: humanity.
1906
After laws were passed protecting the Red Cross symbol, the company has to change the color of the cross. Accordingly, red is replaced by white on a red background. The registered brand retains the Aesculapian staffs, however, to emphasize its medical overtones.
1920
To avoid confusion with the Swiss flag, the logo changes once again as part of a general overhaul of branding to match modern times. To play up the name of the company within the brand signet, a red H is set on a white cross surrounded by a blue octagon.
1938
As the portfolio expands, individual product names within the range such as “Branolind” or “Fapack” are weighted more heavily. These, or the new slogan “HARTMANN helps healing”, are set in an oval to complement the already established octagon. In the years to come a variety of color and font changes will be made to the oval, including the familiar blue color.
1968
The blue oval – highly recognizable as a symbol of quality and reliability – is made more uniform. From that time on it also only contains the word HARTMANN. As the oval starts to dominate, the octagon also starts to recede although it is still central today to the brand’s unique standout.
2008
In the 190 years of its existence, HARTMANN has revived its slogan which has been in use since the thirties, though in a somewhat different form: HARTMANN helps healing.
