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
Twitter:
@pressVRfiere
