AUMA – Association of the German Trade Fair Industry

AUMA's redesign catered to a dual audience: its members, including large to medium trade fair companies and specialist organizers, and external stakeholders such as government bodies and media representatives. The challenge was to craft a brand image that resonated internally, instilling pride and unity, while externally projecting confidence and authority in AUMA's role as an industry leader.

The redesign strategy was anchored in the concept of 'Bauen im Bestand'—improving upon the existing elements to create a new, modernized visual narrative. This approach honored AUMA's heritage through a new logo that evolved from the original design yet introduced modern typography and a refreshed color palette, aligning with a geometric grid that symbolized both continuity and forward movement.

The project deliverables were extensive, encompassing a detailed brand book over 100 pages long, which outlined the application of the new design elements across various media. This included digital-first strategies for the website and social media, ensuring the brand was adaptable and responsive. The use of 3D visuals and AI-generated content in marketing materials reflected AUMA's commitment to cutting-edge technology. Moreover, the brand redesign extended to stationery, event branding, and key visuals, including a brand introduction video that encapsulated AUMA's and Trade Shows' dynamic past and future.

The new AUMA brand was unveiled to positive acclaim, receiving endorsements from members and praise across industry media. Notably, the redesign strengthened AUMA's position at the forefront of the digital transformation in the trade fair sector, with a brand identity that was both timeless and adaptable to future trends and technologies.

The core philosophy of the redesign was sustainability and timelessness, avoiding fleeting design trends in favor of enduring aesthetics that would stand the test of time. This philosophy guided every decision, from typography selection to the overall color scheme, ensuring that AUMA's brand would remain relevant and influential in the decades to come. The project pursued universal design goals of accessibility and adaptability, preemptively aligning with future German accessibility standards and ensuring that the brand system could seamlessly transition across different media platforms.

The AUMA redesign project not only revitalized a historic brand but also strategically positioned it for future challenges and opportunities. By blending traditional elements with modern digital-first strategies, the project exemplified how heritage brands can successfully navigate the complexities of contemporary market dynamics and technological advancements, ensuring relevance and leadership in their industry.