In this in-depth interview, we speak with Pierre Aurélien Vidon, Head of Marketing and Communications at UFI – The Global Association of the Exhibition Industry, about the organization’s recent rebranding journey with Admind Branding & Communications. Together, we explore what motivated the change, how the process unfolded, and what it means for UFI’s future. This is not just a story of visual transformation — it’s a case study in strategic evolution, global collaboration, and branding with purpose.
What does it take to modernize a century-old brand — without losing its soul? This was the question UFI, The Global Association of the Exhibition Industry, found itself asking as it approached its centennial milestone. Since 1925, UFI has been connecting exhibition industry professionals around the world, including trade show organizers, venue owners, service providers, and industry associations. It supports the growth of the meetings industry by representing the sector’s interests on the international stage. With its global reach and commitment to education, research, and advocacy, UFI plays a key role in shaping the future of the MICE sector (Meetings, Incentives, Conferences, Exhibitions), bringing together professionals from diverse cultures, markets, and regions.
But as the world shifted toward digital-first experiences, global expansion, and greater cultural diversity, UFI realized something vital:
Legacy alone wasn’t enough.
It was time for a rebrand. Not to reinvent who they were, but to reflect who they were becoming.
“Reaching our 100th anniversary was a natural milestone to reflect on who we are today and where we want to go tomorrow,” shared Pierre Aurélien Vidon, Head of Marketing and Communications at UFI. “The exhibition industry is evolving rapidly, and so is UFI’s role as its global association. We wanted our brand to better reflect our role, our diversity, and our commitment to shaping the future of the industry while honouring our remarkable legacy.”
Why organizations rebrand and when they should
Before diving deeper into UFI’s transformation, it’s important to understand what rebranding really means and why it matters.
Rebranding isn’t just about a new logo. It’s about repositioning a brand’s identity to better align with its vision, values, and the expectations of its audience. It’s often triggered by major milestones, strategic shifts, or a need to remain relevant in a changing landscape.
For many organizations, rebranding helps:
- refresh public perception,
- reflect a new business model or digital transformation,
- adapt to a more global or diverse audience,
- clarify messaging and simplify brand systems,
- increase consistency across platforms and markets.
But it’s a delicate balance. Too much change, and you risk alienating loyal stakeholders. Too little, and you fail to evolve. The magic lies in evolution, not reinvention.
And that’s exactly the approach UFI took.
The challenge: balancing tradition with transformation
UFI’s rebrand had one clear goal: to modernize its visual identity while preserving its heritage. As a global association serving professionals from every corner of the world, UFI needed a brand that was as agile and inclusive as the industry it represents.
“We wanted a brand that felt fresh, contemporary and future-oriented, but still rooted in the strong sense of trust and tradition that our members value,” Vidon explained. “One key goal was to make our visual identity more flexible and digital-friendly, to serve our global community across many platforms. A challenge was to ensure that this evolution resonated with members from all regions and backgrounds. That inclusivity was essential.”
There were non-negotiables: the name, the core symbol, and the mission. But everything else was open to thoughtful refinement.
“We wanted to keep the core elements that have made UFI a trusted partner for organisers, venues and service providers worldwide, while updating how they come to life visually,” Vidon added.
The wing, reimagined
At the heart of UFI’s brand lies a powerful icon: the wing of Hermes, symbolizing commerce, speed, and connection. Rather than replacing it, the creative team at Admind Branding and Communications reimagined it.
The new wing is more dynamic, more structured, more flexible. It’s not just an aesthetic refresh but a visual metaphor for the four pillars of UFI’s work:
- Events – connecting the industry
- Research – driving insights
- Education – nurturing talent
- Advocacy – shaping the future
The color palette expanded to include regionally adaptive tones, ensuring cultural relevance. A modular grid system was introduced to enable clarity across formats – from print to digital to large-scale event branding.
“I love how dynamic and versatile the new look is, from the refreshed colour palette to the way our new system works across print and digital. I’m particularly fond of the UFI Wing,” said Vidon.
The result? A scalable brand system designed to flex across regions and applications — but always feel unmistakably UFI.
Collaboration as a cornerstone
Rebranding is never a solo act. For UFI, the process was deeply collaborative — a true co-creation between the association and Admind Branding and Communications.
“Working with Admind has been a true partnership,” said Vidon. “Their team brought creativity, discipline, and a deep understanding of our needs. I especially appreciated the collaborative spirit. They really listened to our stakeholders and translated their insights into a clear, modern brand expression. It felt like a co-creation every step of the way.”
Admind’s role went beyond design execution. As a global branding and communication agency focused on B2B transformation, Admind brought a blend of strategic clarity, creative excellence, and cultural sensitivity to the table. With deep expertise in navigating complex brand ecosystems, the team approached UFI’s centennial rebrand not only as a creative challenge but as an opportunity for purposeful transformation.
UFI’s global nature and the diversity of its membership required more than a refreshed look. It called for a brand system capable of bridging regions, reflecting inclusivity, and adapting across platforms. Admind’s ability to turn complexity into clarity made that possible.
This spirit of inclusion extended beyond the creative team. It reached into the heart of UFI’s global network – the members, partners, and stakeholders who would ultimately bring the new brand to life in their regions, events, and day-to-day communications.
By focusing on what makes UFI unique, its heritage, mission, and human connections – the partnership produced more than a new identity. It created a brand that feels both timeless and timely.
A future-ready identity
Since its launch, the rebrand has been embraced by UFI’s global community.
“The feedback has been overwhelmingly positive,” Vidon said. “Our members appreciate the balance we struck between continuity and renewal. They see it as a confident statement of our readiness to lead the industry into its next century.”
But perhaps the biggest confirmation came from outside the industry: UFI’s rebrand was recognized with a German Brand Award in 2025.
“It was incredibly rewarding. It validated all the hard work and thoughtful decisions that went into the process,” said Vidon. “It showed that our story resonates not just within our industry but with the wider branding community too. It truly was the cherry on top.”
Advice for others
Rebranding a global association is no small feat. But for UFI, the key was clear communication, trust, and collaboration.
“Don’t underestimate the importance of listening to your members, your team, and your partners,” Vidon advised. “A rebranding isn’t just a new logo. It’s an opportunity to align your identity with your purpose and your community’s expectations. And choose your creative partner wisely. Trust and collaboration make all the difference.”
One word to sum it all up?
“Future-ready.”
And that’s exactly what the new UFI brand is: a confident expression of who they are, where they come from, and most importantly – where they’re going.