EICMA: new logo presented

A change of logo need name. EICMA introduces a project rebranding with a redefined logo and a new name: “International two-wheel exhibition”.

The newness

A presentation just under three months after the opening of the 78 edition of the event, scheduled from 23 al November 28, 2021 to the pavilions of Rho Fiera Milano.
An intervention that affects both the logo and the name, as mentioned. A work curated by the Yes Marini agency of Milan, of which Lorenzo Marini, an artist and well-known international advertiser who cited an aspect such as the “contemporaneity”.
As the "International Two Wheel Exhibition", the global value and tradition of the event is highlighted, going beyond the term "cycle and motorcycle" and adopting the universal expression "two wheels".

The new brand directly underlines the identity and mission of the event. The red always stands out, linked to the passion for the sector, while the EICMA logo emerges from the inside, becoming a further protagonist on the outside. The visual elements that constitute it have also been revised, namely the circle and the fork. You perceive the image of the wheel, giving an idea of ​​the world in which you travel, then the fork, which manages this element, also resulting in a tribute to the supply chain and the entire industry, to aspects such as components and accessories, becoming a kind of wing which gives the logo further dynamism, as suggested.

Image: EICMA