For many years, VISUELL has been handling all communication matters for exhibitors and visitors at südback. It is the largest trade fair in Germany for the bakery and confectionery trade. With six key focus areas, it serves as a marketplace for the exchange of knowledge at Messe Stuttgart. Messe Stuttgart organises around 60 internationally oriented in-house trade fairs and exhibitions, as well as numerous congresses, at one of Europe’s most modern exhibition centres, covering an area of 120,000 m2.
Time does not stand still. Industries, behaviours and perspectives change, and so does südback. It is time for a redesign. The current design and the nature of the communication materials are being examined and analysed from every angle. südback now presents a fresher and more modern look through the extensive use of the signature colours blue and orange, which we are retaining. We are largely avoiding colour gradients in order to achieve a bold, rich colour scheme. The colour blue, in particular, is used more prominently.
The house typeface remains FF Seria Sans from the FF Seria superfamily. The typeface was designed by Martin Majoor in 2000 and is characterised in particular by its long ascenders and descenders as well as its fine detailing. Various applications highlight the contrast between uppercase and lowercase letters. This lends body text a particularly elegant character. In combination with bold, striking headlines in capitals, we build tension. Additionally, we play with the font’s proportions in the headline to make the content stand out.
Other design elements such as silhouettes and the like are omitted. The only recurring element is the white frame and the orange, diagonal accent. The existing icons are upgraded to a flat, clear design. The orange, diagonal banner is also used here as a unifying element.
The target groups, exhibitors and trade visitors remain the same, but the wording becomes fresher and bolder. We no longer speak merely of bakers and confectioners, but of dough masters, ingredient artists and indulgence experts, and where possible, we use a pun as a teaser in the headline. This gives südback a young, lively and human feel. The layout, combined with the high-contrast, dynamic and clear image editing, emphasises the professional and technical nature of the trade fair. The visual elements generally showcase the entire range of the trade fair, featuring both detailed and close-up shots as well as panoramic views of the trade fair.
