Everything shines so beautifully green - New brand identity for Grüne Woche

For its future brand communication, Germany's most-visited consumer trade fair is unveiling a new logo and claim. "Younger target group, new theme worlds, digitalization on all event levels, an expanded congress area - Grüne Woche offers a modern and multimedia trade fair experience. At the same time, we look back on almost 100 years of history. Combining history and modernity and translating them visually - that was the design task for the new corporate design," says Lars Jaeger, Project Manager Grüne Woche. The brand and design agency kleiner & bold is responsible for the new brand identity of Grüne Woche. 

After 88 years: New ear(a) for the fair

The traditional ear of corn appears in a new look. In terms of shape and color, the original logo from 1935 has been adapted to the digital challenges. The new creation focuses on strong contrasts. It offers more room for free associations through a higher level of abstraction. The two intersecting lines can now stand for the famous ear of corn as well as for the concepts of development, growth, movement and encounter. The new logo can be used well in multimedia and works just as well in films, social media posts, small image sizes as it does on moving or restless backgrounds. 

New claim stands for internationality and innovation

The new claim "The global hub for agribusiness" underscores the global significance of Grüne Woche. Every year, for example, the Global Forum for Food and Agriculture (GFFA), an agricultural policy conference held on the fringes of the fair, brings together some 70 ministers of agriculture from around the world and 2,000 experts from politics, business, science and civil society to sound out the future of international agriculture. 1,400 exhibitors from 61 countries made Grüne Woche 2023 the global hotspot for all topics related to food, agriculture and horticulture. Around 300,000 guests came to the Berlin exhibition grounds this year. The next Grüne Woche will be held in Berlin from January 19 to 28, 2024. Left old Grüne Woche logo right new logo

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