UFI Unveils New Logo for a New Era
UFI, The Global Association of the Exhibition Industry, has revealed a refreshed brand identity and logo to mark the beginning of its centennial year. The rollout of this new look reflects the organisation’s evolution and expanding role in the global exhibition landscape.
A Legacy Reimagined
Founded in 1925, UFI initially operated without a specific logo. It wasn’t until 1947, post-World War II, that UFI adopted its first visual symbol—depicting Hermes, the Greek deity of trade and the messenger of the gods, adorned with a winged helmet. This imagery resonated with UFI’s foundational role as a facilitator of trade and communication within the exhibition industry.
The logo underwent a significant transformation in 2003 when UFI expanded its reach globally, establishing presences in Paris and Hong Kong, and rebranded itself as “UFI, The Global Association of the Exhibition Industry.” This repositioning was marked by a new, abstract depiction of Hermes’ head, aligning with its expanded global stature.
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Today’s unveiling of the new logo steers UFI’s visual identity towards a more modern and dynamic future.
The design centres around the wing of Hermes’ helmet, streamlined into four distinct strands of feathers. Each strand represents one of the four pillars of UFI’s mission: Events, Research, Education, and Advocacy. This symbolism is deeply entrenched in UFI’s commitment to fostering growth and innovation within the industry.