Innovation and Departure: Messe Düsseldorf Presents New Brand Identity

New corporate brand stands for modernity and customer orientation.

The new corporate design is based on the trade fair organizers' new guiding principle: "For those who create tomorrow's business." With this confident, future-oriented statement, the company is positioning itself as a committed and relevant partner and wants to make a lasting contribution to the success of its customers. "Our portfolio includes over 20 leading international trade fairs - we know what is needed to stimulate business," says Wolfram N. Diener, Chairman of the Management Board of Messe Düsseldorf. "In a changing economy, it is more important than ever to bundle innovations, curate trends and bring people and markets together. We are reorienting ourselves in order to continuously develop the Messe Düsseldorf experience and offer our customers a marketplace for long-term success. Our brand presence stands for this claim."

Dynamic design of the new corporate design
With the new corporate design, the "m" logo, which has been established for many years, has been modernized in color and font. As a central design element, it remains the focus of visual communication. The characteristic corporate color orange with its high recognition value remains a striking part of the appearance, but is complemented by the energetic additional color magenta and the resulting color gradients. The result is a lively, attention-grabbing and distinctive brand presence that symbolizes innovation and a departure into the future and relies more on digital brand management.

"We developed the new corporate appearance in an intensive process and are proud of the result. Our brand is a strong statement: It stands for what defines us - our innovative strength, our commitment to partnership and our promise to offer our customers excellent service," emphasizes Dr. Andrea Gränzdörffer, Head of Corporate Communications at Messe Düsseldorf and responsible for the development of the new brand appearance. The new corporate design will be gradually rolled out across all touchpoints over the next 18 months, and all materials, lettering on buildings, the logo in the city environment and advertising materials will be gradually replaced, says Dr. Gränzdörffer.

The appearance was implemented by the Cologne-based agency rheinfaktor, which was honored this year at the German Brand Award in the discipline “Excellence in Brand Strategy and Creation” with the highest award “Best of Best: Brand Strategy of the Year” and as winner for “Brand Design – Corporate Brand”.Messe Düsseldorf, one of the world's most successful trade fair companies, is starting the rollout of its new brand presence today. The evolutionary and memorable appearance is based on a repositioning of the corporate brand. Fresh color accents and modern design elements will in future represent the trade fair's self-image as a customer-oriented and professional platform for a wide variety of industries even more strongly.

Source & Image Credit: Messe Düsseldorf Group