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Elmia unveils new visual profile for Elmia Wood on International Day of Forests

In Sweden, trade event organiser Elmia AB celebrated United Nations International Day of Forests on March 21 by unveiling a new visual profile for its flagship forest industry event – Elmia Wood international forestry trade show.

Over 42 000 visitors braved weather and traffic to attend Elmia Wood 2017.
Over 42 000 visitors braved weather and traffic to attend Elmia Wood 2017. Over 42 000 visitors braved weather and traffic to attend Elmia Wood 2017.

Earlier this month Elmia announced that the next edition of Elmia Wood will be held on May 18-21, 2021 and that had reached an agreement with Sandahl Group, owners of the Bratteborg forest estate, to continue as the forest site hosts.

While the company is now focusing on putting together SkogsElmia that will be held June 6-8, 2019, it unveiled a new visual profile for Elmia Wood marking its evolution on the United Nations International Day of Forests.

We feel that our modernised exterior infuses us with new energy and that Elmia Wood now has a visual profile and attraction that fit in with our high ambitions, commented Mattias Pontén, Exhibition Manager for Elmia Wood.

Sweden, a forest and bioenergy leader

Sweden is a world leader in several areas of the forest industry, including innovation technology and bioenergy. Therefore Elmia says that it is only natural that Elmia Wood at Bratteborg, in the heart of the Småland timberlands, continues to provide a high-quality meeting-place for the worldwide forest industry.

Elmia Wood 2017 was attended by more than 550 exhibitors from 28 countries. The fair attracts around 50 000 visitors from around the world, and the event is covered by approximately 200 accredited journalists from 24 countries. The aim now is to grow further in the international market ahead of Elmia Wood 2021.

According to Pontén, Elmia Wood is now aiming to emphasise its position as a stronger, more global player.

We invest a lot in finding exciting new forest innovations, in order to provide high-quality international meeting-place. By modernising our visual profile we can better reflect the fair’s values and communicate what we represent, Pontén said.

The transition to the new profile will take place gradually. Since this is a modernisation of the brand, the two versions of the logo will be able to co-exist for a period of time.

Elmia Wood logo
Unveiled on March 21, 2019, International Day of Forests, the new Elmia Wood logo features the ‘leaves’ and the ‘coniferous tree’. The logo’s shape, a sphere, also symbolises the globe and the circular shape leads thoughts to sustainability. The visual profile and campaign website have been designed in partnership with web agency Yellon. Both the text in the logo and the emblem itself have been modernised visually, and have been adapted to digital channels (image courtesy Elmia).

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