REBRANDING FOR VERONAFIERE:
PRESENTATION OF THE NEW BRAND CELEBRATING 120 YEARS WITH A VIEW TO THE FUTURE
Verona, 3 May 2018 - Veronafiere changes its brand to celebrate 120 years of operations. The rebranding developed by communications agency Facci & Pollini was presented today in the head offices in Viale del Lavoro during the second day of the UFI European Congress (World Trade Fair Association) hosted by Veronafiere until tomorrow.
The most evident change concerns the pictogram: a "V" inspired by the layout of the halls in the exhibition centre made up of five bands ranging from dark blue to yellow. The choice of colours refers to the banner of the City of Verona, and also recalls the colours of the local area where Veronafiere was founded and developed, such as the blue of Lake Garda and the River Adige; the light green of vineyards and hills; the warm shades of the marble and natural stone in the historic city centre and its monuments, long-since declared a UNESCO World Heritage Site.
The logo has also been changed, using a more modern font and emphasising the central role of Verona through a bold typeface.
The payoff "Trade shows & events since 1898" highlights the history of Veronafiere and its expertise as a direct organiser of events going back more than 120 years. The vocation as a tool for promoting business for exhibiting companies began in 1898 with the first half-yearly horse shows; Veronafiere has since become the fulcrum of a system of international relations covering five continents through a network of events, subsidiaries, international delegates and sales offices.
"The new brand celebrates our legacy and our strong bond with the local area yet it also ensures decisive new impetus looking at the next 120 years of operations," said Maurizio Danese, President of Veronafiere. "It is also a tangible sign of the important change of pace that Veronafiere has implemented in recent years through conversion into a joint-stock company, investments in digitizing processes and the development projects envisaged in the Business Plan."
“Innovating, standing out and communicating are essential requirements for competing in the exhibition system today," said Giovanni Mantovani, CEO & Director General of Veronafiere. "This rebranding operation seeks to narrate the values of our corporate identity in a new, more empathic manner, symbolized today by the colourful "V" that, like a wing, is ready to take flight towards a future that will be increasingly played out on international markets."
"The City of Verona is proud to celebrate the 120th anniversary of its Exhibition Centre this year, highlighted by the presentation of a new image for the occasion," said Federico Sboarina, Mayor of Verona. “The logo provides a clear idea of how Veronafiere also boasts strong roots in the territory of Verona, that this new look distinctly highlights. With great foresight, Veronafiere has carried forward this kind of team work with the City and Province of Verona for many years, thereby encouraging the growth of the local economic fabric and relaunching the image of Verona all over the world."
Veronafiere Press Service
Tel.: + 39.045.829.82.42 – 82.23