Behind the new corporate design is the trade fair organizers' new guiding principle “For those who create tomorrow's business”. With this confident, forward-looking statement, the company positions itself as a dedicated and relevant partner, aiming to sustainably contribute to the success of its clients. “Our portfolio comprises more than 20 leading international trade fairs – we know what it takes to drive business“, says Wolfram N. Diener, CEO of Messe Düsseldorf. “In a changing economy, it is more important than ever to bring together innovations, curate trends, and connect people and markets. We are realigning ourselves to continuously evolve the Messe Düsseldorf experience and offer our clients a marketplace for long-term success. Our brand identity embodies this ambition.”
Dynamic Evolution of the New Corporate Design
The new corporate design modernizes the long-established "m" logo with updated colors and typography. As the central design element, it remains the focus of visual communication. The distinctive corporate color orange with its high recognition value also continues to play a key role but is now complemented by the vibrant additional color magenta and the resulting color gradients. The result is a lively, eye-catching, and unique brand identity that symbolizes innovation and a fresh start into the future, with a stronger focus on digital brand management.
"We developed the new corporate identity through an intensive process, and we are proud of the result. Our brand is a strong statement: it represents what defines us – our innovative strength, our commitment to partnership, and our promise to deliver excellent service to our clients“, emphasizes Dr. Andrea Gränzdörffer, Head of Corporate Communications at Messe Düsseldorf and responsible for the development of the new corporate identity. The new corporate design will be gradually rolled out across all touchpoints over the next 18 months, with all materials, building signage, the logo in the cityscape, and promotional items replaced step by step, adds Dr. Gränzdörffer.
The new brand identity was created by the Cologne-based agency rheinfaktor which was honored at this year’s German Brand Award with the highest accolade "Best of Best: Brand Strategy of the Year” in the category "Excellence in Brand Strategy and Creation"; it was also named the winner in the "Brand Design – Corporate Brand" category.
