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UFI introduces refreshed brand identity and logo

  • Rollout of a reimagined appearance marks the beginning of the association’s centennial
  • New logo showcases legacy, reflects the evolution of the organisation
  • UFI President Dickinson: “UFI’s new identity reflects the bigger role, responsibility our organisation has today.”

Paris — 29/10/2024: UFI, The Global Association of the Exhibition Industry, today reveals a new logo and updated branding, marking UFI’s transition into its second century of existence.

For a long time after its foundation in 1925, the organisation did not use a logo. After a hiatus during the Second World War, the first visual was introduced in 1947, showing the head of Hermes, the Greek god of Trade and messenger of the gods (called Mercury by the Romans), wearing a winged helmet.

This logo was used until 2003, when UFI underwent a major repositioning. Then, the organisation’s name was changed to “UFI, The Global Association of the Exhibition Industry,” reflecting that UFI had indeed grown to be a global organisation with (back then) presences in Paris and Hong Kong. That repositioning included a new logo, depicting an abstract version of the head of Hermes.

The new logo now focuses on the wing of Hermes’ helmet as the symbol of the organisation’s legacy. The wing consists of four strands or feathers, representing the four pillars of UFI’s work for its members and the global exhibitions and events industry: Events, Research, Education, and Advocacy. Its green colour represents the sustainable and long-lasting positive impact of exhibitions for businesses, destinations, and societies as well as a perennial optimism that a greater good is achieved when people meet across borders and cultures.

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 President Geoff Dickinson comments, “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.”

“It is a testament to the great work done almost 25 years ago that the previous UFI appearance stood the test of time for this long and could be stretched far into this much more digital presence. But on the eve of UFI’s 100th birthday, it was time to re-think and reimagine what UFI looks like to ensure future success in an ever more digital environment”, adds Kai Hattendorf, UFI CEO.

The new branding will be rolled out across all digital platforms, event materials, and communication channels in the coming weeks. Attendees of the upcoming UFI Global Congress in Cologne, Germany, will also get a first-hand look and feel at the new branding as it debuts during the event, which will be held from 20 to 23 November 2024 at Koelnmesse – including a special commemorative giveaway.

For more information about UFI’s new brand and logo guidelines, as well as to download the logos, please visit www.ufi.org/ufi-media-kit.

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UFI counts down to 91st Global Congress in Cologne

  • Global line-up of speakers to investigate future of the exhibition industry
  • Programme to centre on “Changes to Chances” theme
  • UFI to introduce “UFI Medal of Honour” appreciation scheme
  • Diverse networking and social activities to highlight host city

Paris—22 October 2024: UFI, The Global Association of the Exhibition Industry, has unveiled the programme for the 91st Global Congress, which will take place from 20 to 23 November 2024 at Koelnmesse in Cologne, Germany. Centred on the theme “Changes to Chances,” this year’s programme will explore global trends reshaping the exhibition industry and uncover strategies to transform these shifts into opportunities for growth.

“We are delighted to be hosting this year’s Congress,” emphasizes Gerald Böse, CEO of Koelnmesse. “The theme ‘Changes to Chances’ gets straight to the heart of our times. Koelnmesse is celebrating its 100th anniversary this year and we are aware of the challenges and changes in the markets. This makes the exchange with industry professionals in Cologne all the more important: We are not resting on our laurels, but are constantly developing trade fairs to maintain their innovative strength as well as our own.”

UFI President Geoff Dickinson adds, “This year’s Congress comes at a pivotal time for our industry, offering a unique opportunity for us to unite, strategise, and reimagine how we can turn today’s changes into tomorrow’s chances. We are excited to welcome everyone to Cologne and look forward to the conversations that will shape the future of our sector worldwide.”

Keynote speaker and main stage sessions

UFI will welcome Anna Rosling Rönnlund, co-founder of Gapminder, as this year’s Keynote Speaker. One of the most influential voices shaping how we perceive the world today, Anna is renowned for her commitment to dispelling misconceptions about global development and challenging stereotypes. In a time of challenge and disruption, Anna will inspire delegates and give them a deeper understanding of societal progress and global trends.

This year’s Power Hour session is set to offer a comprehensive view of the key forces shaping the global landscape. Zoë Williams of The Guardian will offer insights into societal trends, examining how social shifts and challenges are influencing communities, while Tom Rafferty and Matthew Sherwood from the Economist Intelligence Unit will discuss the geopolitical forces impacting global trade and security as well as the economic trends affecting businesses worldwide. Together, they will provide a thought-provoking discussion on the broader forces driving change and their implications for the exhibition industry.

Additional highlights include insights from Gary Shapiro on adapting and thriving in a rapidly evolving industry, perspectives from the Global Exhibition Industry Board Meeting, where senior executives will discuss growth and opportunity, and much more. Delegates can look forward to learning, networking, and exchanging ideas with top voices from within and outside the industry.

Spotlight sessions and focus on Germany

Returning by popular demand, parallel Spotlight Sessions will offer a deep dive into topics that matter most to the industry. From advocacy and digital innovation to venue management and beyond, these sessions offer delegates operational insights from experts who are leading the way, including this year’s six UFI Award winners.

Friday afternoon brings this year’s Country Focus sessions, spotlighting Germany. Led by AUMA – Association of the German Trade Fair Industry, these sessions will provide an in-depth look into the forces shaping one of the world’s top exhibition markets.

Return of UFI Medal of Honour

On the eve of the association’s centennial in 2025, UFI is tapping into its rich history and will celebrate the return of a legacy award scheme. For the first time, UFI will award the “UFI Medal of Honour”, building on the historic medal awards that were last celebrated in 2001.

This highest UFI recognition will be granted to up to three individuals annually for their exceptional services to the global exhibition industry at large and the UFI community in particular.

The UFI President will select recipients in consultation with the respective members of the UFI trio, and those chosen will be awarded during a special ceremony at the Congress.

AI-powered matchmaking and networking

Speed Matchmaking will take place just before the Congress sessions officially kick off, offering participants a head start on building valuable business connections. Using AI-driven technology, each participant will be matched for six one-on-one meetings, creating a tailored networking experience for all.

Xchange sessions

Delegates can look forward to the return of Xchange sessions on Wednesday afternoon, where destinations and event tech leaders present their latest developments. These sessions offer a unique glimpse into the innovations shaping the landscape of the global exhibition industry.

Experience Cologne’s rich history and culture

Beyond the sessions, delegates will have the opportunity to experience Cologne’s rich history and culture. From an exclusive organ concert at the renowned Cologne Cathedral to dinner at Flora Köln, the city’s Botanical Garden, each outing is designed to showcase Cologne’s distinctive charm.

For those looking to explore further, three curated post-Congress tours provide even more chances to delve into Cologne’s heritage. Whether it’s wandering through the Old Town to see famed landmarks, diving into the centuries-old story of cocoa at the Chocolate Museum, or discovering Cologne’s ancient Roman foundations, there’s something to captivate every curiosity.

Other meetings aligned with the Congress

As always, the Congress also provides the backdrop for a multitude of meetings for UFI’s leadership, regional chapters, and working groups. The association’s General Assembly will take place, as will many side meetings among associations attending, all underlining the role of the UFI Global Congress as the annual meeting place for the leaders of the exhibition industry.

Upcoming changes in UFI Leadership and Management

The Global Congress in Cologne will see the annual handover of the UFI Presidency. Towards the end of the Congress, Geoff Dickinson, CEO of dmg events, will pass the baton and the presidency to Hugh Jones, CEO of RX.

Cologne will also be the last major UFI event under the leadership of outgoing CEO Kai Hattendorf. On January 1, 2025, Chris Skeith will take over as the association’s new Chief Executive Officer.

Register now

Registration for the UFI Global Congress remains open for UFI members as well as members of SISO and UFI’s G3 partner associations AIPC and ICCA.

For more information, including the full programme and delegate list, please visit www.uficongress.org.

Media passes are available upon request. Please contact media@ufi.org for more details.

For sponsor inquiries, please contact events@ufi.org.

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