UFI: A Modern Identity Rooted in Legacy

Challenge: Evolution, Not Reinvention

The goal was clear: modernize UFI’s brand while preserving its rich history. The association’s identity had to remain recognizable yet future-proof, flexible yet globally consistent. The new system needed to:

• Honor UFI’s heritage while embracing a contemporary look.
• Enhance global adaptability, ensuring consistency across digital and print touchpoints.
• Reflect inclusivity, resonating with diverse cultures and regional audiences.

Solution: A Timeless Symbol, Reimagined

At the heart of UFI’s identity is Hermes’ wing, a symbol of commerce, speed,
and connectivity. The rebrand refines this icon into a sleek, dynamic
emblem—capturing the agility of the global exhibition industry. Each part of
the wing represents a key pillar of UFI’s work:

• Events – Bringing industry professionals together.
• Research – Driving knowledge and insights.
• Education – Supporting professional growth.
• Advocacy – Shaping the future of exhibitions.

The refined identity is more than just a logo refresh – it’s a fully scalable visual system built for the needs of an international organization.

A Brand Built for the Future

The new UFI brand system balances legacy with modernity, creating a flexible yet cohesive identity that adapts to the needs of a global audience. The logo, though refreshed, remains deeply connected to UFI’s heritage, maintaining its iconic symbolism while embracing a cleaner, more contemporary aesthetic. The expanded colour palette introduces region-specific tones, ensuring cultural relevance across diverse markets while reinforcing a unified brand presence. A structured yet adaptable grid system enhances clarity, making the brand instantly recognizable across all touchpoints – whether in print, digital, or large-scale event branding.

This new visual identity is designed for seamless integration with partners and regional initiatives, providing a strong foundation for future collaborations while strengthening UFI’s position as a leader in the exhibition industry.

Global, Adaptive, Timeless

The rebrand positions UFI for the next century—agile, open to diversity, and balanced between history and innovation. With a cohesive yet flexible identity, UFI continues to strengthen its influence across regions, ensuring its visual presence mirrors its role as the global voice of the exhibition industry.