ICFF supports new marketing initiatives to reach new horizons and increase its brand awareness in the world
ICFF is North America’s leading contemporary design fair, held annually at the Jacob K. Javits Convention Center in New York City. This year’s fair, scheduled for May 19-21, 2024, will be anticipated by new marketing initiatives designed to solidify its role and give it a new identity both in North America and around the world.
ICFF’s evolution from trade fair to 365-day-a-year platform for design culture and market
Odile Hainaut and Claire Pijoulat, directors of ICFF, have decided to reach new horizons by establishing the fair as a reference point for all American designers and companies throughout the year. ICFF is therefore becoming a true always-on platform capable of inspiring, engaging and supporting the best in contemporary design.
To translate this new strategy into visual form and give the brand a new identity, the ICFF team turned to creative agency forceMAJEURE. The rebrand reflects the spirit and vitality of ICFF. From the brand strategy to the logotype, from the colors to the typeface to the navigation, forceMAJEURE’s goal was to give the brand a new look that would blend well with all of the fair’s mediums.
ICFF’s new logo
The forceMAJEURE team designed a sharper and more distinctive logo, adding color to represent the different features of the fair: yellow for WantedDesignWantedDesign, green for Oasis (the area focused on sustainability), and blue for Bespoke (the new area focused on high-end craftsmanship).
Using color brings a whole new meaning to a brand that is working to reposition itself with a whole new identity. The forceMAJEURE team recounts, “Our new vision for ICFF is highly connected to its home in New York. The city was key in unlocking the new positioning and identity for ICFF, as it truly embodies everything we want to communicate. It is bold and universally recognized. It is international. (…) Taking a birds-eye view of the city, we saw the grid of its urban planning, the large blocks that comprise it. We observed this modularity. The elevated new logo embodies the functional and emotional allure of ICFF, evoking confidence and innovation but also creative possibilities.”
ICFF’s new graphic identity will be implemented across all platforms in the coming weeks.