TEFAF | REBRANDING PROJECT
IF IT’S ART, IT’S TEFAF
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TEFAF | REBRANDING PROJECT
IF IT’S ART, IT’S TEFAF
Overview
If a work of art wants to be sold or bought, it has to become part of the annual calendar of global art market. Art fairs and auction houses events make the set. Collectors and Art Dealers do the business.
New buyers from the emerging economies gave a new boost to the global market, reminding art players the need for strong and focused brands.
Challenge
Despite being less poplular than Christies or Sothebys, TEFAF Maastricht was celebrating its 25th anniversary, as the leading art fair of the world. This “Art and Antiques“ event is where museums buy their collections every year, along with fortunate collectors and investors. Yet, the image of the fair was outdated, far from representing the elegance and ultimate sophistication of its experience. If you’ve been to TEFAF, you know how it is.
Solution
Being shown at TEFAF puts the work of art on the spotlights worldwide. Mainly because of the criteria used by the team of experts of the fair, one of the most demanding of all. The idea of an amazing eye that identifies what’s art and what’s not fitted perfectly with the existing symbol - a falcon (one of the most accurate eyes of nature). The first part was to update it, turning it into a more modern and elegant representation of a such noble bird. This new symbol inspired the shape of the new typography. The existing diagonal lines were kept as visual guides throughout the graphic work. The main colour - red - evolved into a brighter and confident one. New textures were created to underline the brand’s sophistication and the promotion of the art pieces.
Results
The TEFAF experience is now more complete and coeherent. There is
a match between the brand and the athmosphere of the fair. The communication items, including the pièce de résistance - the annual catalogue - are aligned with the brand’s vision: to be the most important event of the art world, attracting more and more visitors/ investors each year.
A state-of-the-art art event with a state-of-the-art brand.


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