Between Tradition and Renewal: Messe Düsseldorf's New Brand Identity

Messe Düsseldorf has received a double honor at the German Brand Award 2026. The company won Gold in the category "Excellent Brands – Trade Fairs & Event Locations" as well as the "Winner" award for "Corporate Brand of the Year." With these awards, the jury honors the new brand identity and the consistent development of the corporate brand – including across digital channels.

For me, this confirms what we do every day: the new brand identity, which has been rolled out gradually since late 2024, now also shapes how we present the K to the outside world – from visual appearance to digital communication. The familiar "m" remains the recognizable symbol, but has been visibly modernized and given a more layered color palette.

The jury also recognized that the relaunch doesn't discard the brand's established identity, but carries it forward into the future. This balance – continuity and development – is exactly the task we have to solve anew with every K, and it's what makes a trade fair with a history spanning more than 70 years so valuable.