A symbol of energy, innovation and contemporary vision
A new image to tell the story of the broad transformation process currently underway.
Umbria Fiere takes a further step in the renewal of the Exhibition District, introducing a completely updated visual identity designed to clearly express the vocation of the district and its role as a strategic asset for the entire region.
Matteo Gradassi, CEO of IKTOME Strategie di Marketing e Comunicazione, which developed the project, states: “We worked on a visual identity capable of expressing a contemporary outlook and enhancing the nature of Umbria Fiere as a place of exchange, connection and growth for local areas, businesses and the community.”
At the heart of the rebranding project is, first of all, the revision of the name, which becomes Umbria Fiere instead of “Umbriafiere”. The decision to separate the two terms breaks the linguistic fusion in order to restore full semantic value to both concepts, highlighting their relationship and strengthening the brand’s identity.
The new visual configuration develops from the two initial monograms, U and F, both marked by an elegant shifting effect: a subtle movement inspired by the spike, the “periodic glitch” that signals an impulse of energy, a peak of tension. This graphic choice introduces a dynamic flow into the mark, crossing and shaping its forms and generating two forward-oriented peaks, implicit symbols of progress, growth and continuous evolution. The result is a lively, transforming logo, perfectly aligned with the organization’s architectural and strategic renewal process, as well as with its future goals and ambitions. UF thus becomes a metaphor for the propulsive energy that animates the Exhibition District, representing it as a driver of development and innovation.
Another distinctive element of the project is the new fluorescent colour palette, characterized by highly saturated and luminous colours. These signal-like tones break with visual convention and immediately capture attention, expressing values of differentiation and vitality. The synthetic quality of fluorescent colours also evokes an imagery connected to research and vision, reflecting Umbria Fiere’s desire to amplify the energies of the local area and transform them into shared development prospects.
Under this new image, Umbria Fiere lights up and opens a new chapter, positioning itself as a generator of opportunities and extending a clear invitation to move through change and build it together.
