Every Umicore trade show and event presence is built upon our Umicore brand and follows our graphical and visual guidelines. These standards serve as our basis, ensuring a consistent global brand through the precise application of our logo, color palette, graphical elements and professional photography.
By strictly following these principles, we translate Umicore’s brand identity into a fluid brand experience for the physical event space. Our booths are designed to be a high-quality physical extension of our overall brand look and feel: clean, professional, and accessible.
The Umicore Logo
The Umicore Logo is our most valuable asset; its application must be both strategic and intentional to ensure a premium brand experience. We follow a "layered visibility" approach to ensure the brand is perceptible from every angle.
- Macro-visibility (Distance): To create a strong "remote effect," the logo must be positioned prominently on high-level stand elements, ensuring it is recognizable from across the exhibition hall to orient and attract visitors.
- Micro-visibility (Proximity): As visitors approach the booth, the logo should be integrated at eye level-such as on reception desks or digital entry screens-to reinforce brand presence during the initial point of contact.
- Selective application: While visibility from all sides is mandatory, we must avoid "logo-fatigue". The logo should not be overused on every surface or piece of collateral; instead, let the overall design language (colors, shapes, and materials) communicate the Umicore identity.
- The "Cut-Out" rule: When utilizing architectural cut-out options for the logo, it must never be executed in isolation. A matching, brand-approved background is required to ensure the mark remains legible, technically precise, and consistent with our high-quality construction standards.
Typography
Open Sans is the exclusive font for all headers and body copy.
Block shapes
Use rounded corner shapes for all graphical inserts, poster panels, and digital call-outs to soften the industrial nature of the booth. For more detailed information consult our graphical elements guidelines.
Material & Color
The Main Mood
White remains the primary canvas to ensure a high-tech, clean, and sustainable feel.
Warmth & Nature
To avoid a "cold" atmosphere, we integrate natural wood features (flooring or slat walls) and living plants (green walls) to symbolize our mission: “Materials for a better life”.
Material Mix:
Base (80%):
High-Gloss or Matte White (MDF, textile, or premium paper). Avoid off-whites or creams; the booth must feel modern, clean and bright.
Natural Accents (15%):
Light Oak or Natural Wood slats for vertical dividers and flooring. This provides the "human" warmth essential to our new identity.
Colors (5%):
The Umicore primary colors and the gradient color effect should only be used as an accent. Use it for edge-lighting, digital UI elements, or small call-out panels—never for a full-wall wrap.
Attention-Flow:
Attract (Orientation Zone):
The main visual is positioned at the entrance or high-visibility walls, this is the base attraction element. It features one singular, hero visual paired with a strong and compelling headline. You can use the More/Better Concept to ensure they are simple, direct, and impactful.
Engage (Presentation or Functional Zone):
Once the visitor is drawn in, the hero visual transitions the audience to the Presentation Zone, where technology and solutions are explored in more depth.
Inform & Convert (Conversation- , Meeting- and Infrastructure Zone):
Detailed technical data is kept away from the hero wall to maintain a clean aesthetic look, encouraging visitors to start a conversation with onsite experts for complex information.