Messe Stuttgart – südback


For many years, VISUELL has been in charge of all aspects of communi­cation for Südback exhibitors and visitors. It is the largest trade fair in Germany for the bakery and confectionery trade. With six focal points, it is the marketplace for knowledge sharing at the Stuttgart Exhibition Center. Messe Stuttgart organizes around 60 internationally oriented own trade fairs and exhibitions as well as numerous congresses on one the most modern exhibition center in Europe with an area of ​​120,000 sqm.

Time does not stand still. Industries, behavior and perspectives change, as well as südback. It is time for a redesign. The current design and the type of communication media are checked and analyzed in all directions. The südback now shows a cooler and more modern look through the extensive use of the significant colors blue and orange, which we have retained. For the most part we avoid color gradations in order to obtain a strong, saturated color image. Especially the color Blue is used more prominently.

FF Seria Sans from the super family FF Seria will be retained as the corporate font. The typeface was designed by Martin Majoor in 2000 and is characterized by its long ascenders and descenders as well as its fine detailing. Different applications make the contrast between uppercase and lowercase letters clear. This gives continuous texts a particularly elegant appearance. In combination with bold, fresh headlines in capital letters, we build up tension. In addition, we play with the proportions of the font in the headline in order to set the content as an eye-catcher.

There are no other design elements such as silhouettes and similar. The the only recurring element is the white frame and the orange, oblique teaser. The existing icons have been upgraded to a flat, clear appearance. Here, too, the orange-colored, oblique teaser is used as a connecting element.

The target groups, exhibitors and trade visitors remain the same, but the wording becomes fresher and bolder. We are no longer just talking about bakers and confectioners, but from dough conquerors, ingredient artists and gourmet experts. If possible we use a wordplay as a teaser in the headline. This makes the südback appear young, lively and human. The layout in combination with the high-contrast, dynamic, clear image retouching underlines the professional and technical character of the trade fair. The imagery basically shows the entire trade fair range, both with detail and close-up shots as well as complete shots of the fair.