UFI Unveils New Brand Identity and Logo to Mark Centennial Milestone

UFI, The Global Association of the Exhibition Industry, today introduces a fresh logo and revamped brand identity, marking the association’s journey into its second century.

Founded in 1925, UFI went many years without a formal logo, eventually adopting its first in 1947: the head of Hermes, Greek god of trade, symbolizing swift communication and commerce. This was followed by a new look in 2003, reflecting UFI’s transition to a global organization with locations in Paris and Hong Kong, featuring an abstract Hermes head.

Now, UFI’s new logo distills Hermes’ wing into four distinct feathers, representing the four pillars central to UFI’s mission: Events, Research, Education, and Advocacy. The logo’s green hue symbolizes UFI’s commitment to sustainability and the positive, enduring impact of exhibitions worldwide. Designed with a clean, modern font, the logo is optimized for both digital and physical platforms.

UFI President Geoff Dickinson explains, “UFI’s new identity mirrors the growing role and responsibility we hold in today’s industry. It underscores our evolution and acknowledges the expanded scope of our mission.”

UFI CEO Kai Hattendorf adds, “Our previous branding served us well for nearly 25 years, but as we approach UFI’s 100th anniversary, we recognized the need to reimagine our image for a future that’s increasingly digital.”

UFI’s refreshed branding will be launched across all digital channels, event materials, and communications. Visitors at the UFI Global Congress in Cologne, Germany, from November 20-23, 2024, will get an exclusive look at the new branding, along with a commemorative giveaway.

For further details on UFI’s new brand identity and logo, visit www.ufi.org/ufi-media-kit.