IFA Rebranding for its 100th Birthday

To mark its 100th anniversary, IFA is launching a new look that is more than just a visual makeover. The three letters now stand for "Innovation For All".

The IFA consumer electronics trade fair is celebrating its 100th anniversary this year with a new look. This is more than just a visual makeover. Over the past six months, the IFA management, in cooperation with its shareholders - gfu Consumer & Home Electronics, which owns the rights to the IFA brand, and Clarion - has initiated a redesign process for the entire IFA brand. The agency Highsnobiety was commissioned with this task.

"With its many components of IFA lettering, the respective event dates and the image of the so-called 'Funk-Otto', the striking, stylised redhead and previous IFA trademark, was no longer up to date. It was therefore time to revise the IFA brand universe - and the 100th anniversary was the pivotal moment," says the announcement. In the new design, the iconic "Funk-Otto" remains an integral part, but will no longer appear in the main logo. Instead, exhibitors and visitors will encounter him on various specific occasions. The name "Internationale Funkausstellung", from which the three letters IFA are derived, is also changing. From now on, the three letters will stand for "Innovation für Alle", which translates directly into English as "Innovation for All". "The new graphic design and motto signal both accessibility and transparency. IFA wants to appeal globally to an audience that is as diverse as the city of Berlin, where it is based."

IFA Berlin 2024 will take place from 6 to 10 September 2024. Gaming played a bigger role at last year's show and will do so again in 2024.

Leif Lindner, CEO of IFA Management, explains: "We are all currently in a dynamic phase, socially, politically and economically. At the same time, innovation is accelerating at a technical level due to the constant development of artificial intelligence. Moods are currently more diverse and complex than they were in the last decade, for example. With our entire brand design, we want to ensure that exhibitors and consumers can celebrate technology and innovation again! We are in a state of flux. Just as the radio, the colour TV and the Internet have changed the world forever, AI, VR and quantum computing will once again bring us into a new era. IFA, with its new brand, is set to become a place that fascinates and surprises people and gives them a glimpse into their own future – at least in terms of products and applications that will have a significant impact on their lives."

Dr. Sara Warneke, Managing Director of gfu Consumer & Home Electronics, the owner of the IFA brand rights, adds: "Innovation is the reason why IFA has been taking place for 100 years. That’s why it was important for us to rebrand in a way that reflects this path. The new textual and visual brand takes this into account. This logo clearly sets us apart from trade fairs whose portfolio overlaps with that of IFA. There is a much higher recognition value with which we will strengthen the IFA brand. At the same time, the changes will continue to show where we started from."

IFA Management, gfu and Highsnobiety have worked together to create a "brand universe" for IFA. The entire marketing campaign will reflect the rebranding and every IFA-specific element on the exhibition grounds will also incorporate the rebranding. This includes 100Moments - city-wide, curated brand activations - which this year are all about the anniversary, but will continue to be part of the overall IFA concept in the future.

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