IAEE logo

Reinvigorating an industry leading association with fresh and flexible branding

IAEE first approached TCS for a website redesign, looking for design and development that was modern, organized, and adaptable. In order to meet these goals the project grew into a total rebrand, from the all-important logo to supplemental brand designs, and the results speak for themselves. IAEE’s new brand and website present a bright visual presence and a solid foundation of elastic styling elements that offer a great number of opportunities for customization.

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Created in partnership with DMA Solutions


International Association of Exhibitions and Events®


Logo Design
Brand Development
Identity System & Guidelines
Sub-Brand Logo Design
Sub-Brand Development

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Business Cards
Multi-Page Document Design
Promotional Materials


Web Design & Development
Blog Design & Development
Social Media Design
Presentation Templates

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An image of people at a trade conference with a hanging poster of the IAEE logo on a green background with brand shapes

1. Backstory

Exhibitions & Events Mean Business

2. Visual Identity

Evolved and Elastic

Visual Concept

We began by redesigning the logo with a refreshed globe graphic and modernized type. Then refreshed the visual identity with a stylish san-serif font, expanded the color palette with a selection of bright new colors, introduced a set of brand shapes that compliments the new branding, and finished with a completely redesigned and developed website.

For nearly 100 years, IAEE (International Association of Exhibitions and Events®) has been an invaluable industry voice and the leading association for the global exhibition industry. IAEE represents over 12,000 individuals in over 50 countries who work within the industry.

IAEE logo
DM Sans font sampling used for IAEE's brand guide with an image of a woman presenting at a conference
DM Sans font sampling used for IAEE's brand guide with an image of a woman presenting at a conference
  • Logo Blue
  • Logo Green
  • Midnight Blue
  • Denim Blue
  • Jade Green
  • Fuchsia Pink
  • Light Blue
  • Cyan Blue
  • Seafoam Green
  • Lime Green
IAEE about us page at mobile size
IAEE Community page at mobile size
IAEE blog page at mobile size
IAEE cem page at mobile size
Mock-up of IAEE business cards
IAEE Community logo
IAEE MemberLink logo
Sub-Brand Logos
CEM logo with abstract gradient and lined background
A mock-up of the CEM Gamechanger ad
Matso Community logo
Matso Meets logo
Sub-Brand Logos
A mock-up of the cover and full spread of the IAEE Skills Matrix and Job Description booklet
A laptop computer sitting on a desk with the IAEE PPT cover slide on the computer screen
IAEE Webinars logo with brand graphic surrounding it

Need a refresh for your brand?

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Created in partnership with DMA Solutions
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