The Global Association of the Exhibition Industry (UFI) has unveiled a fresh brand identity and logo, symbolising its transformation as it enters its second century.
UFI, founded in 1925, has not always had a logo. After WWII, the organisation adopted an image of Hermes, the Greek god of commerce and travel (known as Mercury in Roman mythology), adorned with a winged helmet. This visual served UFI until 2003 when the organisation underwent a significant repositioning.
Reflecting its global expansion, the organisation’s name changed to “UFI, The Global Association of the Exhibition Industry,” and a new logo, an abstracted Hermes head, was adopted.
The new logo retains the legacy of the winged helmet, focusing solely on the wing. Each of the four strands or feathers represents UFI’s core pillars: Events, Research, Education, and Advocacy. The colour green, meanwhile, signifies the enduring positive impact exhibitions have on businesses, destinations, and society, highlighting the optimism fostered by cross-cultural and international connections.
The logo as well uses a modern and clean font that is optimised for use across digital channels, as well as in its physical appearance.
UFI’s president Geoff Dickinson commented: “Our industry has changed a lot since the beginning of this century, and UFI has changed with that. As the relevant global organisation for our sector, the new logo and appearance showcase how much UFI has grown and matured. We have a different role, a bigger responsibility now, and UFI’s new identity reflects this. It suits our organisation well.”
The new branding will be implemented across all digital platforms, event materials, and communication channels in the coming weeks. Attendees of the upcoming UFI Global Congress in Cologne, Germany (November 20-23, 2024) will be among the first to experience the new identity firsthand, including a special commemorative giveaway.
