Stockholmsmässan gets a new visual identity

The new visual identity for Stockholmsmässan, the largest meeting place in Scandinavia, is vibrant and has a dynamic variation in color and form. Behind this new design is the award-winning agency Brand Union, which, before the pandemic, was commissioned to review Stockholmsmässan's graphic profile to better market itself as Europe’s top leading meeting place.

- We created a new positioning, a new brand promise, a new graphic identity, and a completely new logo for Stockholmsmässan. The work was based on numerous interviews with employees and stakeholders, as well as a great environmental analysis. We are incredibly proud of the new creative expression, says Jonas Andersson, CEO of Brand Union.

A colorful palette and a new modern expression
Together, Brand Union and Stockholmsmässan developed the customer promise and a graphic style, which already begun to be implemented at the fair. The expressive color palette symbolizes the great flexibility and all the possibilities that the business offers. Now, the new logo is also being fully implemented. It is designed to modernly elevate the brand and is also adapted to fit digital formats. The circle symbolizes the place where everything starts or the center of events, and the three lines symbolize meetings between people.

- Our visual identity for Stockholmsmässan should, just like our facility, be lively and dynamic, with great freedom and variation. I believe that, together with Brand Union, we have succeeded in this. We are also extremely pleased that the modern form of the crown was approved by the Swedish Patent and Registration Office, as it is difficult to obtain permission to use the three crowns in a logo. It is a strong symbol for both Stockholm and Sweden, but also for us, says Patrik Svanberg, Creative Director at Stockholmsmässan.

Fully booked facility and increased visitor numbers
In 2024, Stockholmsmässan has an almost fully booked event calendar with over 800,000 Swedish and international visitors expected to pass through the fair's entrances.

- The fact that Stockholmsmässan is filled with fairs and events means a lot to us, but also to the entire region. With fairs, events, and conferences come hotel nights, transports, restaurant visits, and trade. It feels good and important for us that our business contributes to the regional economy. Additionally, facing a packed 2024 with a completely new look feels both good and in line with who we want to be in the future, says Christian Clemens, CEO of Stockholmsmässan.

Press contact:
Ronja Nyström, 076 77 42 141, ronja.nystrom@stockholmsmassan.se.