Messe Frankfurt is no stranger to superlatives: Over 110 exhibitions per year worldwide; countless affiliates and permanently evolving conference concepts. That sort of success can take its toll even on the world's biggest trade fair company, because the sheer amount of activities and their internationalisation creates a complex brand diversity which is hard to keep track of. Each event organiser develops its own image. Consequently the relation to Messe Frankfurt is often difficult to recognise. The challenge is to put this diversity under one umbrella while allowing as much creative space as possible for each event.
‘Many but still one’ – this is the motto for the process. Edenspiekermann has developed a clear and consistent branding structure. Reinforcing the umbrella brand is the top priority. The overall layout principle creates unity. The connection between the umbrella brand and the individual events (Ambiente, for example) is always visible now, making Messe Frankfurt internationally recognisable as a brand.
In order for it to stay that way in future, Edenspiekermann's Brand Management System has made all the design guidelines available, so that every user can have access to them. They can also ask questions or download templates. Good examples may be uploaded by those responsible so that all visitors can benefit from them. That way the Messe Frankfurt corporate design and branding can be centrally controlled.
