Düsseldorf. Visual communication, technology and design: this triad has become characteristic of viscom. From 2011 this change is also to be expressed more clearly in the new subtitle – International Trade Fair for Visual Communication, Technology and Design – and a new brand identity. Following the major brand relaunch which brought all four European "sign trade fairs" organised by Reed Exhibitions under the common viscom label in 2007, the new subtitle of the viscom fair, which alternates between Düsseldorf and Frankfurt every year, is the most visible indicator of the transformation viscom has gone through.
"Especially the Digital Signage World and the Inkjet Printing segment which in terms of design options offers all the possibilities of industrial production, have come to attract target groups far beyond the visual communication core business", says viscom Director Petra Las¬sahn. This is emphasised by the new subtitle. In addition to the professionals from the fields of advertising technology, light advertising and signmaking among trade visitors, today an increasing number of advertising agencies, direct customers from industry and from the retail sector as well as architects also make use of viscom as a source of information and innovation. One evidence of this is the fact that more than one in ten of the total of 11,000 viscom visitors are now industrial or retail clients, and as many as three percent of these say they are architects.
Reasons behind the transformation of the trade fair are also to be found in the changes in the media and communications industry. The classic boundaries between different media are becoming more and more blurred, and new media emerge. The challenge today is to utilise surfaces, objects and spaces equally and consistently. Decisive forces behind the innovations in the industry are only design considerations but also technological developments. The change resp. the addition to the viscom claim takes account of this fact.
Niederrhein University designs new key visual
The new subtitle is accompanied by a new key visual which will emphasise the visual focus of viscom from 2011. In its design, viscom organiser Reed Exhibitions cooperated closely with the Niederrhein University. A student project team designed and developed the new visual image of the international trade fair for visual communication, technology and design.
"In this age of permanent visual stimulation we live in, it is important for a specialist fair for visual communication to provide standards. We were interested to see how young creative people handled this challenge", is how viscom Director Petra Lassahn describes her interest in this cooperation.
The outcome is as straightforward as it is comprehensible, providing a visual representation of the very core of viscom: a synonym for seeing and being seen. The design featuring two stylised pupils set in a dynamic three-dimensional grid is a key visual that immediately attracts the visitor’s attention.