Maderalia redesigns its image

The new corporate image for Maderalia is first and foremost an updating and repositioning of the brand within the context of a global, modern, dynamic and responsive society. It is a well-defined, contemporary brand and a communication tool capable of putting across the values associated with a world class fair.

The new image of Maderalia (International Fair for Suppliers to the Furniture and Woodworking Industry Feria) is a brand acknowledging the prestige garned over more than 30 events. Now, the designer Alejandro Benavent, art director of Equipo d [x] i, has given it a new look, using an expressive, different, innovative and direct language able to speak to the public. Contemporaneity is another value to take into account, that is, framing the image of the fair in a present-day, modern, fresh, innovative and attractive context, capable of seducing and attracting the attention of the industry.

The design process took into consideration a whole range of concepts:

* Professionalism of the wood sector

* Technical modernisation and diversity of this industrial sector

* Sustainability and environmental values of wood as a scarce and limited resource

* Bringing together suppliers and manufacturers: the fair as a bonding agent

* Innovation as a tool for the future.

The design is based on the graphic abstraction of a leaf, reminding us of trees and in turn wood. The leaf is treated geometrically to create a form with echoes of nature but also partaking in technology. The palette consists of an intense emerald green tone that in all cases combines very well with grey or black. This range transmits the fair’s core values of technology and modernisation and respect for the environment.

The central element (leaf) is always accompanied by the word maderalia in a clear, simple and slightly inclined typography that gives it a dynamic energy and constant movement, in consonance with the businesses in this industrial sector. The word maderalia also has a differentiating element in the initial (m) giving it a greater sense of rotundity. Taken together the image has a harmonious, serious and at once innovative effect.

The brand maderalia shares a major role in the sector with FIMMA (International Woodworking Machinery Fair), a complementary fair held concurrently. This fact encouraged an updating of the joint presentation of the two brands. With this purpose in mind, the colour range has been modified to allow a harmonious coexistence of both brands, engaged in mutual support free from any potential visual conflict between the two.