New brand identity for Fruit Logistica

Fruit Logistica and Asia Fruit Logistica have a new brand identity. The updated corporate design means a new logo and image for Fruit Logistica, the world’s leading fresh produce trade fair, and also its regional event Asia Fruit Logistica, which takes place in Bangkok this November.

The change coincides with a new promotional campaign for 2023. WIth the slogan ’All in One’, the campaign highlights the fact that Fruit Logistica gathers the industry’s leading global players under one roof, and represents the entire value chain for fresh produce, from growers to the point of sale.

Kai Mangelberger, director of Fruit Logistica, commented: “The pandemic has led to digitalisation becoming extremely important in many areas of business, and this also applies to trade shows. That is why the time has come for Fruit Logistica and Asia Fruit Logistica to acquire a new brand image and thus establish a strong new umbrella brand.”

Joined-up approach

The aim of the new brand identity – conceived and realised by Berlin-based agency Kleiner & Bold – is to emphasise a shared origin and values, Fruit Logistica said.

Both of its trade shows stand for quality, professionalism, service orientation and innovation, and the objective is to make that clear visually.

The logo’s modern and distinct design represents the trade shows and their services. What is special is that the previously established ‘unifruit’ symbol has been integrated as an individual letter in the brand name. The resultant compact brand name is now visually prominent but occupies less space.

The introduction of a powerful and flexible corporate design is meant to make it more recognisable and also to increase brand awareness; and at the same time, to fulfil the demands placed on a modern corporate design: even without the logo it has a strong visual impact

The use of visually strong, playful elements, meanwhile, creates expressive spaces, Fruit Logistica added.

This year’s Asia Fruit Logistica takes place from 2-4 November 2022 in Bangkok. Fruit Logistica takes place from 8-10 February 2023 in Berlin.