IMEX
IMEX hits the refresh button
THE IMEX BRAND ’ S TOTAL REFRESH SAW ITS DEBUT AT ITS FRANKFURT SHOW IN MAY , AND ANNA GYSEMAN , DESIGN MANAGER AT IMEX , SHOWED CMW ’ S CATIE OWEN BEHIND THE SCENES
T he decision to refresh IMEX ’ s image came from a desire to modernise the brand , according to IMEX ’ s design manager , Anna Gyseman . A survey of 50 ex-colleagues showed the team this , and so an 18-month-long process began .
The design team followed the advice that the colours were too outdated , but the general design was beloved . “ It ’ s a refresh , not a rebrand ,” Gyseman emphasised , further explaining that the new look has neurodiverse viewers in mind as well as including the traditional dots .
The focus on inclusivity led to the widespread use of IMEX ’ s soft brown ‘ IMEX biscuit ’ colour on sign backgrounds – an inclusive and friendly alternative to stark white . By utilising a non-stimulating background colour and sans-serif fonts to improve readability , the company has put its money where its mouth is regarding its commitment to inclusivity .
Although the refresh extends across all IMEX ’ s signage , including the standardised colours that guide attendees across the show floor , the most noticeable update is to the brand ’ s renowned logo .
“ We presented about 20 different logos ”, Gyseman said , describing the team ’ s process over the 18-month stint . “ When we saw this ( the new ) version , we couldn ’ t not go with it – we just knew it was the one .” The team included every and all ideas until they narrowed down the perfect image , with rejects ranging from serif font attempts to signs resembling a gaudy restaurant . Overall , they knew that a show as vibrant as IMEX needed a suitable , chunky design that incorporated the iconic handshake , so they chose Gill Sans Extra Bold as their font .
“ Everything has changed , from
The press lounge ’ s new look at IMEX Frankfurt
Above : Anna Gyseman , design manager , IMEX
“ It ’ s a refresh , not a rebrand .”
letterheads , product design , to web banners ,” Gyseman said . She added that IMEX also worked with a company to develop three animations for the logo , which played in between press conferences at IMEX Frankfurt . The team doubled down on the animations , particularly for online , by creating its first sonic logo . UK-based company Buff Motion helped the team design a soundtrack set to a bubbly animation of the logo coming together , much like IMEX ’ s loyal attendees .
Gyseman noted that feedback so far had been positive : “ We ’ re thrilled that there ’ s been so much love for the refresh on socials .” She also noted that Megan Henshall , the global event solutions strategic lead for Google , asked for comments on the refresh in her talk on Innovation and Inclusion on Day Two : “ The audience said that the logo felt inviting , that it was soft and unique to IMEX .”
According to Gyseman , the team is only getting started : “ I don ’ t think there will ever be a final stage to the design – we ’ re at a springboard , not a full stop . We purposefully kept it quite pared back this year , using the core colours of the primary palette , but once people get used to it then we ’ re going to have some fun .”
ISSUE 125 / CONFERENCE & MEETINGS WORLD / 37