• 09/18/2025
  • Shaping the future

Hello Opportunities: Our new brand identity

A bold step into the future: With “Hello Opportunities,” we are presenting ourselves in a new visual guise – powerful, internationally compatible, and full of energy.

Written by Johanna Köhler

Seven women are standing on a red carpet in front of a large press wall displaying a so-called connection shape, the words “Hello Opportunities,” and the NürnbergMesse logo. A photographer in the foreground is taking a picture of them. The women are wearing casual clothes such as jeans, blouses, T-shirts, and jackets.

NürnbergMesse's trade fairs and congresses are platforms for encounters, exchange, and innovation. What began in 1974 with the aim of providing a stage for the regional economy is now a global trade fair hub with over 1.5 million visitors annually. With the new brand identity under the slogan “Hello Opportunities,” this claim is also being reinterpreted visually and strategically. The brand presents itself in fresh colors, dynamic shapes, and a clear attitude: connecting people and opportunities – onsite and online.

Connection Shapes: Making encounters visible

The central design element of the new visual identity are the so-called Connection Shapes. They symbolize the connections that are created at the exhibition center and in digital formats. “The energy that arises when different people, ideas, and enterprises cross paths is expressed through our powerful and vibrant color palette and the striking Connection Shapes,” explains Helena Betsch, Design Director at the strategy and design agency KMS TEAM, which collaborated on the new visual identity. 

An abstract shape on an orange background, consisting of broad, curved lines in pink and dark red. The lines form interconnected loops with rounded edges and symbolize connection and movement.
A central element of the new brand: the connection shapes. They symbolize encounters and exchange.

Colors that connect the past and the future

NürnbergMesse's new color scheme combines tradition and modernity. It combines the familiar orange tone with a passionate red and a progressive pink. There is more to it than just aesthetics – it is a clear statement. “We wanted to ensure recognizability by retaining the familiar brand color orange, while at the same time expressing the diversity of the trade fair through an expanded color spectrum,” Betsch continues. 
The familiar ‘Empowering Orange’ remains a central element and stands for the brand's grown identity. It is complemented by a passionate red – the new ‘Embracing Red’ – which embodies the warmth and passion with which we treat people. A modern and dynamic pink – ‘Inspirational Pink’ – adds fresh momentum to the color spectrum and stands for progress – the brand's idea of advancement. 
The concept is complemented by shades of gray and blue as secondary and accent colors, which are used situationally. They increase visual flexibility, create balance with the three strong primary colors, and deliberately balance the warmer tones as a cool contrast.  “In addition, each of the brand colors has defined color ranges to meet the complex requirements of the digital world,” adds Betsch. The result is a finely tuned color system with 40 colors that works both in the digital space and in analog applications on site at the exhibition center – barrier-free, internationally compatible, and flexible in use.

Design that makes encounters visible

NürnbergMesse's new brand identity thrives on imagery that creates closeness – for example, by looking directly at the viewer – and a world of illustrations that brings the idea of connection and encounter to life visually.
A specially developed custom font with rounded shapes and brand-defining ‘alternates’ references the paths of encounter. Curved tails and flowing transitions – for example between the letters f and t – lend the font a dynamic elegance. The icons use overlapping lines to show how connections are formed.

Three people – one woman and two men – are seated on raised chairs on a stage in a conference setting. Behind them is a large screen displaying text and graphic elements. The individuals are dressed in business attire and facing the audience.
The new typography brings dynamism and elegance to NürnbergMesse's brand identity – clear, well-rounded, and unifying, just like the idea behind “Hello Opportunities.” 

The logo has also been carefully refined: “At our core, we have remained true to our brand – but with a clear view to the future,” explains Tiffany Ludwig, Corporate Marketing Manager at NürnbergMesse and project manager for the brand relaunch. "The compass needle remains the central brand symbol and continues to represent orientation and direction. However, its shape has been gently revised and now blends harmoniously into the more rounded visual and design language," Ludwig continues. 
This creates a consistent visual experience that unfolds across all channels and media – from the digital space to the physical exhibition hall. The brand is not only seen, but felt – as an invitation to meet, exchange ideas and make progress together.

A design system for all channels

A key objective of the new brand identity was to create a design system that works across all channels – from social media and print to interior design at the exhibition center.
Particular attention was paid to ensuring that the brand could be implemented consistently and flexibly both digitally and on site. “We have created a system that meets the demands of today's analog and digital world alike – and brings the brand to life in all its facets,” explains Betsch.
The issue of accessibility was also taken into account comprehensively – with colors and design elements that are geared toward human perception and are accessible to as many people as possible.

A collaborative process

“The new brand identity is the result of an intensive, collaborative process. Our goal was not a complete reorientation, but rather a consistent further development – with a design that visibly reflects our strategic positioning as an agile platform for encounters, exchange, and innovation.”
– Tiffany Ludwig

A group of 17 people – 13 women and four men – pose on a red carpet in front of a large press wall displaying a so-called connection shape, the words “Hello Opportunities,” and the NürnbergMesse logo. The woman in the middle, wearing an orange dress with a red pattern, is holding a large orange balloon with several small orange balloons attached to it.
Collaboration that connects: The new brand was created in close cooperation between NürnbergMesse and the agency KMS TEAM.

“Hello Opportunities” is more than just a slogan – it is NürnbergMesse's strategic promise for the future. As a hub for encounters, it brings people, ideas, and opportunities together. This self-image is reflected in the brand values of People, Passion, and Progress, and in a brand identity that makes new opportunities visible: Hello Opportunities.

Author

Portrait Johanna Köhler
Johanna Köhler
Online Editing // PR Trainee