The IMEX team has been working hard behind the scenes for nearly 18 months to design and debut a new visual treatment – a brand refresh – set to go live on Monday 22 May.
Scrutiny of honest critics
The brand review process was conducted by IMEX’s talented in-house design team led by Design Manager, Anna Gyseman. Gyseman was a seminal member of the team that launched Grazia magazine into the UK market. As ‘honest critics’ she successfully recruited ex-colleagues Tony Chambers, former Editor and Creative Director of Wallpaper magazine; Suzanne Sykes, award-winning Creative Director, Graphic Designer and Brand Innovator; and Jonathan Clayton-Jones, Creative Director at the Telegraph Group.
Prior to the redesign, IMEX, like many companies before it, felt its existing identity no longer reflected the company or its live show experiences. Extensive workshopping with staff revealed a strong loyalty to some aspects of the old brand, however, it was agreed those elements representing people (the classic dots) were a legacy to be built on, not thrown away.
Inclusive design thinking
Using the latest inclusive design principles, the team created a soft brown tone affectionately called ‘IMEX biscuit’ for use instead of classic white as a background colour. This non-stimulating, neurodiversity-friendly colour makes readability easier for a broader range of people.
First ever sonic logo
Given the importance of online expression for a global brand, IMEX also has a unique sonic logo for the first time. Developed with the help of Brighton, UK-based Buff Motion, the soundtrack cleverly builds anticipation of people coming together for a big event and knowingly embraces the fact that humans the world over celebrate community in the same way – with their hands and voices.
IMEX’s Design Manager, Anna Gyseman and UX Designer, Oli Bailey will share insights into the design process and journey behind the new branding in: IMEX: Behind the Curtain – Event design and measurement on Thursday 25 May at IMEX Frankfurt.
IMEX Frankfurt takes place between 23 and 25 May 2023. To register click here.