Events

No matter how different the occasions, target groups and venues of MTU events might be, they always reflect the company’s corporate image. They have the task of presenting MTU Aero Engines in a consistent, recognizable and sophisticated way.

In the new booth concept, the claim “Lifetime Excellence” is brought to life: On its “Path of Excellence” MTU is presenting its innovative products and services across the entire life cycle of commercial and military engines, thus underpinning MTU’s technological leadership in development, production and aftermarket services.

The new booth design is characterized by its clear design, its open and spacious architecture and the widespread use of light elements. All the elements are in staged order to one another and give the overall impression of a networked geometric layout. The booth with its high-quality materials thus sets the stage for product presentation and the multimedia presentation of technology “Made by MTU”.

1. Logo

Long-distance effect

Through the selective use of the logo in the backlit banner above the booth and on the booth walls, the booth as a whole has an optimum long-distance effect.

Proportions

The logo is placed in the top left corner of the rear walls and observes the minimum spacing specifications. If the logo can be seen with the new key visual on a wall, it must be ensured that there is sufficient space between the key visuals and the logo so that the effect and the readability of the logo are not reduced.
To ensure an optimum long-distance effect, the logo is shown twice on each side of the backlit banner. Both logos are positioned with equal spacing to the corner of the banner. The spacing is always greater or the same as the required minimum clear space. At smaller trade fairs only one logo is shown per side on account of the booth size. If only one logo is used, it is placed flush left.
The required minimum clear space varies depending on the size of the MTU logo. It must at least equal the size of the letter “M” in MTU.

Colors

The figurative mark consisting of rotating engine blades and the MTU word mark are in MTU dark blue. The subword mark is in MTU blue gray. On the backlit banner, the logo is white and shines outwards.

More details on the colors and position of the logo here.

2. Colors and light

The color climate of the booth is predominantly white. Accent colors are MTU dark blue, MTU blue gray and MTU metal gray. These are the main colors of the MTU logo and are also found in the color scheme of the booth.

The long-distance effect of the booth is created through a wide, rectangular backlit banner. The sides of the backlit banner are light gray and have a white backlit MTU logo recessed flat into the banner surface.

Illuminated ceiling

The underside of the roof body has a flat, flush surface but is translucent with illuminated edging. The light of the illuminated ceiling is soft. The ceiling panel is geometrically subdivided and is positioned above the booth area. Depending on the size of the booth, wider grooves made of black truss run between the ceiling segments, which integrate separate spotlights.

Illuminated edging

Illuminated edging encircles the front sides of the booth body and furniture elements such as the counter and the spur wall. The illuminated edging is flush and generates homogenous white light.

3. Key visual

In the new key visual, highly engineered circular forms, generated from original engine housing shapes, develop into esthetic graphical elements with high recognition value. They can be generated flexibly and used universally as a symbol.

The engines should not be depicted to face in opposite directions, unless there is a corner between them.

The precision and esthetics of the engine graphics are created through thin, clear lines. Blue lines show all the visible elements of the engine; gray lines all the hidden elements of the engine. When one engine is overlaid on another, the engine at the rear is transparent. Lines only have a shadow on backlit, white surfaces in order to appear three dimensional.

Color values for the basic key visual:

Dark blue: C100 / M57 / Y9 / K52
Gray: C25 / M19 / Y20 / K2
Shadow lines: C6 / M4 / Y5 / K0

Color values for a key visual in the background (transparent object):

Dark blue: C39 / M20 / Y16 / K1
Gray: C21 / M14 / Y16 / K0
Shadow lines: C17 / M9 / Y11 / K0

4. Architecture

Grid system

The booth consists of seven architectural elements that create the unique look of the MTU booth design through their geometric position to one another.

Wall systems

There are two wall systems: Firstly, wall elements made of backlit glass (dynamic walls). These show the backlit key visual, multimedia content and integrated illuminated boxes with motifs.
Secondly, there are white wall surfaces made of wood (static walls), especially in the lounge area to separate areas and to separate neighboring booths on the show floor. These also serve as areas for colored surfaces and motifs; in the exhibition area, they can also be provided with a logo, key visuals and the claim.

The „catwalk“

MTU’s product portfolio is mainly presented on a white catwalk that leads the visitor through the booth area and highlights the exhibits.

As a distinct element of the design, the catwalk is always based on the grid. Multimedia and text content is communicated here through a touch-screen pillar with an integrated brochure holder.

5. Furnishing

A lounge, bar and conference area is provided at the rear of the booth, particularly at large trade fairs.

The lounge area is furnished with square, dark tables, light gray chairs and benches. The seats and backrests are in three different colors (gray, gray-blue and dark blue) and can thus be combined in various ways. The exact color and material specifications are provided.

The bar counter has the same style as the pedestals in the exhibition area, white surface, matt black on the sides and illuminated edging. The bar niche is highlighted in three different MTU accent colors. Plain white stools are used.

The tables in the conference room have the same surface and chairs as in the lounge. A blue carpet is used. The sideboard is again based on the design of the exhibition. In addition to the screen, images can be shown in various color combinations.

For detailed material specification please click here.

6. Exhibit presentations
Pedestal / Touch-screen pillar / Brochure holder / Showcase

Exhibits are generally presented on shiny white pedestals, the sides of which have illuminated edging and anthracite-colored panels.

The pedestals are available in the following heights:

• 250 mm for large engines displayed close to the ground
• 450 mm for engine components that are to be displayed at a height of at least 800 mm
• 900 mm for table presentation surfaces to use if an exhibit is to be laid flat

The colors of solid display units for exhibits match the color scheme of the booth. Anthracite (DB703) is to be used for every engine display stand.

Every pedestal is provided with a multimedia, silver-finished touch-screen pillar, which is positioned flush right on the white side of the pedestal. The content of each pillar is always selected to match the exhibit.
The touch-screen pillar has an integrated two-pocket brochure holder at the front.

Small engine parts are displayed in special showcases, likewise in conjunction with touch-screen pillars. The upright position of the showcases allows the exhibits inside to also be viewed from the sides. Plexiglass mounting gives the exhibits a floating appearance, and illuminated edging brings the showcase in line with the overall booth design. In addition, a gray strip provides space for details of the exhibit in white lettering.

7. Materials

1. Large (over 150m²)

An appearance at a large fair, e.g. the Paris Air Show or ILA, contains all the basic elements of the trade fair booth. The information desk and main exhibits are placed in the front section in order to catch the visitor’s eye.

The catwalk is the walkway for all the communication elements such as exhibits and multimedia content. The exhibition area is separated from the lounge and the spaces in the rear section through dynamic illuminated walls, thus creating a pleasant atmosphere for talks between visitors and employees.

Conference rooms can be used for confidential meetings and are equipped with a screen for discussions.

The lounge area also includes the service areas, such as the office, kitchen, checkroom, technical rooms and storage facilities.

2. Medium (50m² - 150m²)

The medium-sized trade fairs at which MTU exhibits differ from large trade fairs mainly in the volume of visitors.
All basic elements can be used for booths of this size. The gray flooring and a catwalk on the grid serve as a basis in this case. An optimum division of the space can be achieved with dynamic illuminated walls and static partition walls. The exhibit and the information desk should attract visitors’ attention while a lounge with an inviting atmosphere can be placed at the rear for talks with customers. A small wing rounds off the overall appearance, thus providing room for storage. The walls can also be decorated with the key visuals, logos and illuminated boxes.

3. Small (15m² - 50m²)

It is possible to work with various basic elements of the corporate identity for booths in this category. Carpeting or gray wooden flooring (see materials) can be used for the flooring. Both dynamic and static walls are possible for small booths and can be used as required individually and depending on the budget. A logo should always be placed in close proximity to the information desk and on the backlit banner above the booth to create a good long-distance effect.

4. Mini (less than 15m²)

Corporate identity guidelines also apply to small booths. A logo should always be placed in the top left corner, ensuring that it cannot be hidden by roll-ups or exhibits. White static walls create the setting for the appearance and separate MTU’s booth from the neighboring booth. Dark blue carpeting should be used for the flooring. As an option and depending on the budget, it is also possible to work with gray flooring in this case. The appearance is rounded off by a welcome counter and a brochure stand as well as a well-positioned roll-up in a matching design (see display systems).

1. Mobile booth

Mobile systems are included in the concept for small trade fairs as sales-supporting display systems. These systems can be used as modules and adapted accordingly in combination with MTU products based on the spatial conditions. Due to their design, they can be erected within a short space of time and fulfill the purpose or providing visual information through their eye-catching effect.
Two systems can be used in this case: a mobile booth wall and a two-part roll-up system.

Mobile booth wall

The mobile booth wall visually reflects the trade fair concept by combining a suitable photo motif with a matching key visual. Subject to approval by MTU’s Marketing Communications department, the visual design of the booth wall can be adjusted to cater for the individual communication needs of the respective user.

Roll-up

The two-part roll-up system breaks down as follows: The left side serves as a graphic element with a suitable photo motif, logo and claim. The right side combines information with a key visual.

Subject to approval by MTU’s Marketing Communications department, the visual design of the roll-up can be adjusted to cater for the individual communication needs of the respective user.

2. Trade fair signage

Pillars (small and large)

Pillars indicate important directions both inside and outside of buildings. Two pillar sizes are available which provide sufficient space for corporate logotypes, event names and further information.

The positioning of the logo, the typeface for the text and the design area are defined. The material should be in pure white or preferably white laminated glass.

If signs are used at international events, an English translation must also be provided.

A-Boards

Outdoors, smaller A-boards serve to point the way to car parks or to the event.
They can be put up quickly, are easy to handle and can thus be positioned flexibly and rapidly. The positioning of the logo and the typeface for the texts and the design area are defined.

If signs are used at international events, an English translation must also always be provided.

Stage design

One of the key elements of any event is the stage. This is where the contents of the specific event and the company are presented. High standards are thus required for stage design.
A flexible concept is required for the different content requirements and the spatial and technical conditions.

Minimum design

A minimum outfit includes a speaker’s stand, a pedestal and a rear wall. The logo should be flush left on the rear wall and as an option, also shown on the speaker’s stand.

Background design I

The event name can be written on the rear wall. The MTU logo must always be placed so that it can be seen on pictures with the speaker and is not hidden by them.

Background design II

The corporate logo is always on the left of the rear wall; the event name and projection area or screen are placed on the right and are thus never hidden by seated or standing speakers.