BaselWorld - new brand identity confirms watch and
jewellery show's worldwide status
The world's leading luxury goods trade event unveils its new corporate identity,
BASELWORLD, The Watch and Jewellery Show 2003.


The new identity, developed as an integral part of the Show's three year strategic development plan, has been created to reinforce and reflect the Show's position and stature as the leading global trade event for the luxury goods industry. It is designed to embody and symbolise the many initiatives and changes that have been introduced at the Show over the last few years. In particular the corporate identity has been created to reflect the Show's most ambitious new concept of 'One Show, Two Locations', with the opening of the new, state-of-the art exhibition halls for the Country Exhibitors in Zurich.

The new brand logo, which is highly visible throughout the cities of Basel and Zurich for the duration of the Show, has been designed to reflect the core philosophy and characteristics of the Show and to serve as a symbol of quality and prestige for all those associated with the event. It shows a stylised, luminous dial in white gold, symbolising the brilliance or sparkle of a gemstone, on a dark blue background, with the legend BASELWORLD, The watch and Jewellery Show 2003 pick out in matt and shiny white gold.

The BASELWORLD brand identity was created by Geneva-based brand architecture specialists Brandstorm (thebrandstorm.com). The company, established in 2002, worked closely with the Show's management team and committees, to produce the new brand identity and its total 3d manifestation. Brandstorm and 6 other creative agencies were asked to prepare ideas for the new corporate identity, with the aim of finding a clear, long-term brand structure that would identify and differentiate the Show from its competitors.

“The introduction of our new brand identity at this year's Show is an exciting step and represents the final stage of our strategic development plan,” said Monica Guarnaccia, Director of Marketing and Communications, of BASELWORLD. “This is a long-term solution for our brand personality and is designed to reflect the Show's positioning on the luxury goods industry's world stage and act as quality hallmark for our many exhibitors and visitors - all of whom will benefit from association with the symbol. For a number of years, the Show's original logo has been partially redesigned, but we concluded that in order to identify and highlight the many developments and improvements that have been put in place at the Show over the last few years, we needed to go back to the drawing board and create something new that would reflect these. We believe that BASELWORLD embodies and brings to life all the elements that now make up the sector's premier showcase event”.

Raphael Henry, founder of Brandstorm, is clearly delighted that the studio's total rebranding campaign has been selected and implemented. “Brandstorm has long been involved in the world of luxury goods and we believe that the new identity and its brand personality reflect the essence of what the Show is all about - BASELWORLD is an international label of quality and prestige”.

www.thebrandstorm.com
Contact: [email protected]
(please credit europastar.com)

Source: Brandstorm press release
April 2003