Eicma changes: after the cancellation of the 2020 edition and just under 3 months from the opening of the 78th edition, from 23 to 28 November (23 and 24 only for press and operators) at Rho Fiera Milano, Eicma illustrated the rebranding project which includes a new logo and name.
The most important trade fair event in the world dedicated to the cycle and motorcycle industry now presents itself with a more immediate, evocative and international trait. “Eicma” logo, which becomes the absolute protagonist on the outside.
The visual elements that compose it are also reinterpreted, namely the rim and fork.
The first is an image of the wheel, but also of the world through which to travel, while the fork, which contains and controls it, is a tribute to the supply chain and to the entire industry, to components, parts and accessories.
Eicma changes: now the “two wheels” are at the center
It is, as explained by Paolo Magri, CEO of Eicma, of “a decisive change of pace. The result of the desire to see in the difficulties of the past few months and in the forced stop of the past year an opportunity to innovate while respecting tradition, an opportunity to invest again in ourselves, in our positioning and also in our visual identity “.
Eicma also changes the naming of the event itself. In fact, from 24 August, the date of presentation of the news, the event becomes the “International two-wheeler exhibition”.
The reference to the global value and to the centenary narrative of the exhibition therefore remains in the first part, while the – by now – dated wording “cycle and motorcycle” is overcome with a more contemporary wording “two wheels”.
Eicma changes, A project curated by Lorenzo Marini, artist, international advertiser and creative director of the Yes Marini agency in Milan, who oversaw the work. Marini stressed that “being contemporary means creating an ever new relationship with the public and the consumer. And every relationship passes through language. And the language also passes through the brand identity “.