A new identity for a new era
n March 2024, Palexpo embarked on a major transformation with the overhaul of its visual identity. This project, carried out in collaboration with the Trivial Mass agency and Pittet Communication, had a clear ambition: to modernise, clarify and strengthen the Palexpo brand to support its development.
This change aims to retain appeal by adopting a more contemporary image, to remain a central player in the region’s economic development with a resolutely optimistic and forward-looking vision, and to optimise the clarity of the message to better convince prospects. It is also an essential strategic lever for stimulating sales growth by adapting to new market segments.
To define this evolution, the Trivial Mass agency conducted more than 20 interviews with internal and external contacts, in order to better define Palexpo’s values and ambitions. The chosen positioning, the ‘prism of excellence’, embodies Swiss excellence in producing events, conferences and exhibitions. This new identity marks a key stage in Palexpo’s evolution, consolidating its role as an essential reference in the organisation of international events. Unveiled in March 2025, it embodies a vision focused on the future, innovation and excellence, and will be used on all internal and external communication media, guaranteeing greater consistency and visibility for the brand.