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“theMICAM”: New image for the footwear trade fair |
 A new philosophy for MICAM Shoevent, which changes its skin and becomes “theMICAM”: a change the organisers are promoting all over the world, accompanied by brand restyling. The new logo represents the new image of theMICAM as more than just another trade fair: the world’s most authoritative and significant event for footwear professionals.
“With the new logo, we wanted to offer an additional signal of the major renewal process that we have had underway for a number of years now,” explains ANCI Chairman Cleto Sagripanti, “to underline and incisively sanction theMICAM’s role as a key event in for the footwear industry in Italy and all over the world. This important new development includes encompasses promotion of international events such as theMICAM Shanghai, planned for April 2013”. The new logo’s expressive and communicative power is a product of the first new element in the brand, that is, use of the article “the” to emphasise and draw attention to its international identity. And, to underline and reinforce this international scope, now that trade fairs are held all over the world under the “MICAM nel Mondo” project, the name of the city where the event is held is incorporated in the name of each fair. The restyling is intended to boost the brand’s potential and give a contemporary slant to its heritage. The graphics, with their clean, simple lines, play with the letters in the logo, like the legs of a model on the catwalk. /7.11.2012/ |
