The new key visual meets the diversity of all target groups as well as the communication channels of Formnext. Due to the future use of single elements of the design and the linking with real elements, it offers an unprecedented adaptability. It thus enables an individualized addressing of the target groups.
The new design
A form that represents the characteristics of AM: design freedom, functional integration and resource efficiency.
The sphere is the center of the new key visual. Appearing simple at first glance, it consists of individually interwoven and interdependent sections. This geometric shape cannot be produced using traditional manufacturing methods. It is only additive manufacturing that enables the production of this extraordinary form.
Originating in the most diverse directions of the key visual, a multitude of lines define the general appearance of the design. Perceived isolated as mere lines, they actually form the interwoven parts of the sphere. All the individual lines merge and unite to form the sphere with its intertwined structure. Thus, among other things, the claim "Where ideas take shape" is reflected in the visual language of the new design. In addition, the lines, in conjunction with the resulting shape, symbolize the main target of Formnext: to bring together the entire world and all process steps of innovative additive manufacturing in one place in order to demonstrate new possibilities for the industrial production.
Through its association with dynamics and technology, this design element also refers to the highly technological target group as well as the future viability of the event.
In order to maintain the connection to Formnext while not ignoring the further development of the event, a color spectrum was created for which the already existing color scheme served as a basis. The selected colors appear more youthful, fresher and are intended to trigger optimism for the future.
The color blue represents the reliability of the event. In color psychology, it is associated with technology, innovation and communication. In order to reflect the future viability of Formnext in the color scheme, a green shade was chosen additionally. This color is attributed to adjectives such as forward-looking or modern, but it also stands for balance and growth.
Besides Formnext itself, its visitors and exhibitors are growing - the exhibition is attracting more and more target groups.
Until now, however, the key visual (recurring key image used in Formnext's advertising campaigns) did not allow for differentiation. Accordingly, it was not possible to address specific target groups. In addition, there is the wide range of media available nowadays, which Formnext covers in its entirety - even with its own formats, like Formnext.TV or the Formnext Magazine. The different channels and media demand an adaptability and scalability that was hardly feasible with the old key visual. It quickly became obvious that the previous key visual no longer met current or future requirements.
The requirements for the new key visual were strict. In accordance with the claim "Where ideas take shape", Formnext brings together the future of industrial manufacturing in one place and has clearly positioned itself as a pioneer within the industry since its inception. This position should also be reflected in the key visual and, at the same time, distinguish itself from well-known forms and designs. In addition, it was necessary to take sufficient account of the target groups regarding the design language. Above all the characteristic and uniqueness of additive manufacturing had to be emphasized and made the center of the new key visual through the use of special design elements. While the focus was on the future of additive manufacturing and the development of Formnext, it was a vital not to neglect the reference to the established brand.
The design agency received a detailed briefing with the request to conceptualize and create different approaches. A wide variety of ideas were considered, discussed and then pursued or discarded together with the agency until the new key visual was finally found. It now combines all requirements in one design and opens up unprecedented possibilities in the context of communication concerning the Formnext.