6 – 8 FEBRUARY 2018

Change as an opportunity

The trade show environment is currently changing at a very fast pace. ZOW also needs to address this transition – from the point of view of form as well as content. In order to equip itself for the forthcoming challenges, the show has now been given a new image. The new word-picture mark has a modern and uncluttered look, thus making it an ideal advertisement for the sector event in Europe's largest furniture cluster OWL (East Westphalia-Lippe). The new slogan "one idea ahead" clearly points to the innovative strength of the supply industry, since it plays a material role in turning the furniture collections of tomorrow into reality. "We have found a future-oriented concept in this new image with which we can demonstrate the significance of ZOW as a strategically relevant network hub in the cluster of the furniture industry and its suppliers", states Frank Haubold, Portfolio Director with the trade show organiser Clarion Events Deutschland.

Increasing pressure from competition, advancing digitalisation and changed communication behaviour – the signs are pointing to a revolution in the German trade fair industry. In order to do justice to these changed market conditions, organisers need to continually improve the existing range of services and to expand them by including innovative formats. This is the reason for the extensive measures taken with a view to further developing the entire trade fair and brand presence.

The objective is to position ZOW as a knowledge-based service provider for live communication, which addresses relevant topics with the appropriate formats, thereby connecting people, opinions and exhibition halls. At the same time, additional emphasis should be placed on what it is that makes ZOW unique – namely the networking idea, bringing together exhibitors and customers to engage in discussions and exchange their experiences and expertise.

A new beginning with a new look

The corporate design of the show has been updated in keeping with the times and given a fresh new look. The focus is the newly designed word-picture mark with distinctive lettering whose new graphic design elements with their modernised colours are evocative of the previous logo. The gently curved lettering in dark grey, which now replaces the old font with its brightly coloured letters, has a clear and contemporary feel. This same shade of dark grey is also featured in the new border of the logo.

The new claim "one idea ahead" succinctly conveys the services which ZOW symbolises: After all, the suppliers, who are always one step or one idea ahead of the market of tomorrow, are the major source of inspiration for the entire furniture industry. "The same applies to ZOW: This is not only where the exhibitors have the opportunity to promote their product developments and networking at the ideal time to be ready for the autumn and winter exhibitions", says Haubold. "In addition to this, our goal for the future is to turn the show into a location for the transfer of knowledge, which takes this standard we have set ourselves into account with a variety of formats."

This also concerns the reorientation of the supporting programme of ZOW, which now stands on its own two feet – since the new pillars have been given a new identity as part of the relaunch, now enabling them to act independently of each other: While ZOW-Core is the name of the actual trade fair, lectures, seminars or congresses are combined under ZOW-Update. In contrast, the name ZOW-Trends symbolises the event-oriented showcasing of exhibition of areas where trend-setting projects are placed in the spotlight.

Clear structure, clear layout

In addition to the usual business documents, the new corporate design will also be visible on the newly designed and clearly structured website. The bright and breezy design has been provided with an appealing visual language. The technical implementation and programming of the site has been carried out using responsive web design, which optimises the viewing experience for the respective device on which the site is displayed. "As part of our digital spring cleaning, we have not only enhanced the design and structure of our website but the content has also become more user friendly," says Haubold. With its new corporate identity, ZOW has arrived in the present and is well positioned to meet the challenges of the future."


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