Consequently, on 18 August 1947, the first "Hannover Export Fair" was opened in five former production halls of the Vereinigten Leichtmetallwerke (United Light Metal Works). The aim was to present exportable post-war products bearing an official "Made in Germany" sticker from the so-called Bi-Zone, and the results were impressive. After 21 days, 736,000 visitors from 53 nations had attended. Some 1,300 exhibitors had presented products over a total display area of 30,000 sqm. This led to some 1,934 export agreements being signed, valued at around US$ 31.6 million. The symbol chosen for this event was the profile of Hermes, the God of trade, and even today this symbol continues to symbolize HANNOVER MESSE.

At first, almost everyone was skeptical about Hannover's chances of overtaking Leipzig - the former "exhibition capital" of the defunct German Reich. But in the years that followed, HANNOVER MESSE became a symbol of Germany's economic miracle. Back in 1948, the first telephone connection was established between the trade fair company and New York. In 1950, the first exhibitors from abroad took part in the renamed "Deutsche Industrie-Messe" ("German Industrial Fair") and, in 1961, the term "HANNOVER MESSE" was officially adopted. It soon became a renowned, world-class event for cross-communication between technology and industry.

Since cleaving off CeBIT from HANNOVER MESSE in 1986, both shows have become the trendsetters for industry and the flagship tradeshows among the many different trade fairs and exhibitions staged by DMAG in the state capital. Other events which regularly take place at the Hannover Exhibition Grounds are also recognized as world leaders in their respective fields.

A Face known round the World

Paul Rademacher, 1901 - 1985, had original ideas for everything: cameras, car tires, fiberboard, furs, beer, machine tools, shoes. His ideas got posted on billboards, advertising pillars, buses and streetcars. He inspired people to go to the zoo or horse races, whetted their curiosity about art exhibitions, made them aware of traffic dangers. That was his profession, and he lived for it.

Paul Rademacher began his work as a freelance artist and graphics designer in 1927. Today, one of his creations is still famous in almost every corner of the world: the emblematic Hermes face - the official logo, originally designed to promote the industrial trade show known as HANNOVER MESSE. And here is the whole story.

Back in 1947, when the decision was made to stage an industrial trade fair in Hannover, Germany, painters and graphic artists were invited to create a design that could be used in the advertising campaign. After hearing that management had already dictated the motif, Paul Rademacher declined to participate.

He considered artistic creativity to be sacred, and was determined to defend his own. When the organizers were unhappy with the results, he was not at all surprised. Literally at the last minute, they turned to Paul Rademacher, who in an overnight inspiration had the idea of using the god of trade: the impish Greek messenger Hermes. His design became progressively more abstract, until he ended up with only two flowing lines depicting a facial profile, mouth opened in proclamation, donning a winged helmet ­ a simple yet highly distinctive emblem.

Definition: Hermes (Gr. for "Stone heap")

Messenger of the gods, god of shepherds and their herds, god of travelers and roads, patron saint of merchants and thieves, god of youth and eloquence (hermes logios) and fertility, clever inventor, son of Zeus and the mountain nymph Maia, who was one of Atlas's daughters. The Romans identified Hermes with Mercury, god of commerce and travel (Hom. h.4; Soph. Ichn.)

In his capacity as a swift messenger of the gods, above all Zeus, Hermes played a role in many myths. He is usually portrayed wearing a winged helmet (petasos) and winged sandals.