UFI – a modern identity rooted in legacy
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- Filter Name
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Client
UFI
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Industry
Trade Show Industry
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Awards
German Brand Award 2025, DNA Paris Design Awards
Challenge: Evolution, Not Reinvention
The goal was clear: modernize UFI’s brand while preserving its rich history. The association’s identity had to remain recognizable yet future-proof, flexible yet globally consistent. The new system needed to:
- Honor UFI’s heritage while embracing a contemporary look.
- Enhance global adaptability, ensuring consistency across digital and print touchpoints.
- Reflect inclusivity, resonating with diverse cultures and regional audiences.
Solution: A Timeless Symbol, Reimagined
At the heart of UFI’s identity is Hermes’ wing, a symbol of commerce, speed, and connectivity. The rebrand refines this icon into a sleek, dynamic emblem—capturing the agility of the global exhibition industry. Each part of the wing represents a key pillar of UFI’s work:
- Events – Bringing industry professionals together.
- Research – Driving knowledge and insights.
- Education – Supporting professional growth.
- Advocacy – Shaping the future of exhibitions.
The refined identity is more than just a logo refresh – it’s a fully scalable visual system built for the needs of an international organization.
A Brand Built for the Future
The new UFI brand system balances legacy with modernity, creating a flexible yet cohesive identity that adapts to the needs of a global audience. The logo, though refreshed, remains deeply connected to UFI’s heritage, maintaining its iconic symbolism while embracing a cleaner, more contemporary aesthetic. The expanded colour palette introduces region-specific tones, ensuring cultural relevance across diverse markets while reinforcing a unified brand presence. A structured yet adaptable grid system enhances clarity, making the brand instantly recognizable across all touchpoints – whether in print, digital, or large-scale event branding.
This new visual identity is designed for seamless integration with partners and regional initiatives, providing a strong foundation for future collaborations while strengthening UFI’s position as a leader in the exhibition industry.
Global, Adaptive, Timeless
The rebrand positions UFI for the next century—agile, open to diversity, and balanced between history and innovation. With a cohesive yet flexible identity, UFI continues to strengthen its influence across regions, ensuring its visual presence mirrors its role as the global voice of the exhibition industry.
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