ICFF Unveils New Visual Identity

ICFF is unveiling a new visual identity as part of its marketing evolution under the leadership of brand directors, Odile Hainaut and Claire Pijoulat.

Example of a proposed billboard. (Image courtesy of ICFF)

The International Contemporary Furniture Fair (ICFF), is set to make a comeback this spring and has unveiled a new campaign designed to highlight the event’s marketing evolution under the direction of brand directors Odile Hainaut and Claire Pijoulat.

This year’s edition of ICFF is set to take place from May 19 to 21, 2024, at the Jacob K. Javits Convention Center in New York. The new marketing strategy includes solidifying ICFF’s role as a business accelerator, transforming the brand into an all year round platform and clarifying its objective of being at the center of design culture, community, and commerce.

“We want to shift away from a more corporate identity to mark a new chapter for ICFF. By reimagining the brand’s core, we are unveiling a fresh look, positioning the show as the leading North American contemporary design fair at the forefront of the industry. Our goal is to inspire, engage, and support design companies and enable success. This direction affirms our commitment to design excellence beyond the show and infuses an energy and creativity that speaks to emerging audiences,” said Hainaut and Pijoulat.

The ICFF team looked to award-winning creative agency forceMAJEURE to develop the new brand identity. The campaign incorporates a unique approach for the brand, which is celebrating its 35th anniversary this year.

The rebrand aims to reflect the spirit of New York City. A grid system underpins the visual language and the distinctive logo is now made up of a solid, heavy wordmark which is juxtaposed with a lighter typeface.

Examples of a proposed bag and fair badge. (Image courtesy of ICFF)

“ICFF needed a visual identity that felt more distinctive and one that could provide the flexibility to amplify the various individual expressions that we support. From brand strategy to logotype, colours, typeface, and navigation, the goal was to make this repositioning function across all mediums, from social media to the website to the show itself,” said the forceMAJEURE team.

The team at forceMAJEURE redesigned a stark and restrictive logo of a black square and four letters and added colour to represent each ICFF feature with strong identities. These include yellow for Wanted, green for Oasis, and blue for the new Bespoke area with plans to incorporate more in the future.

“Our vision for ICFF is highly connected to New York City, its home. The city truly embodies everything the brand communicates. It is bold and universally recognized. It is international. It is a portal to the U.S. market, where dreams are accelerated, and inspiration is plentiful. Taking a birds-eye view of the city and its iconic grid, we see large blocks from the avenues of buildings and observe an infinite sense of modularity. The elevated new logo embodies the functional and emotional allure of ICFF, evoking confidence and innovation but also creative possibilities,” said the forceMAJEURE team.

ICFF’s new graphic identity will be implemented across all platforms in the next few weeks.