While proudly acknowledging its roots, the new visual codes and narrative of the BFG brand speak to the Group’s dynamic present and ambitious future aspirations.
Visual Identity
BOLOGNA FIERE GROUP
Meet. Flow. Grow
BolognaFiere Group new visual identity confirms the Company’s forward-looking vision.
THE CONCEPT
BolognaFiere Group’s new brand identity reinforces the Company’s public recognition, impact, and the values it represents as an organization with a wealth of different yet cross-functional business interests. The visual design reinterprets BolognaFiere’s historic logo: two contiguous linear shapes creating positive and negative spaces that recall the architectural structures of the Exhibition District.
The triangle becomes the defining feature of the new brand identity, its repetition a symbol of plurality, a key Group asset.
While projecting architectural solidarity and structure, the new logo is also dynamic, able to adapt to the requirements of two-dimensional space and conform to the different formats demanded. Visually, the new branding reinforces the concepts of dynamism, adaptability, and uniqueness. Clear and distinctive, it sums up BolognaFiere Group’s broader communication strategy that emphasizes its role as a major force not only in the national and international exhibition sector but also in the wider economic and cultural context.
The payoff accompanying the new visual identity reinforces the concept of evolution and enhancement, and also the challenges and opportunities the Group will successfully take on in the future.
THE PAYOFF
Meet. Flow. Grow.
The payoff defines the role and the promise of the BolognaFiere ecosystem: from meeting and connecting, to generating exchange and cross-fertilization, and ultimately to achieving growth. The formula is elegant and institutional, yet rhythmic, transparent, and direct. Meet. indicates connection, relations, and bringing people together. Flow. signifies entering a dynamic of exchange, experience, and innovation. Grow. Speaks of the natural, tangible, and measurable outcome of the value created during the process. The payoff expresses an inclusive, participatory, and aspirational process. It resonates with the Group’s broad audience spectrum: visitors, exhibitors, the general public, industrial and professional communities, stakeholders, partners, and institutions that avail themselves of the Group’s services and platforms to grow their businesses, broaden their vision, enrich their culture, and develop new models for success.
With BolognaFiere Group, people meet, evolve, and grow.