The Frankfurt International Motor Show (IAA) is the longest exhibition in Germany. In 1951, the IAA exhibition was held in Frankfurt for the first time, attracting 570,000 visitors. Only six months later, it was held in Berlin again, with 290,000 visitors. Since the 35th, IAA has bid farewell to its traditional city of Berlin, returning to Frankfurt am Main, and has been held every two years since then.
From September 12 to 22, 2019, the 68th Lankeford International Auto Show will open in Frankfurt. However, many car brands, such as Toyota, Nissan, Peugeot, Citroen, Kia, Honda, Tesla, Volvo, etc. will be far from this year's IAA, which may be partly due to cost.
The German Automobile Manufacturers Association (VDA) hopes to offset these losses by changing the marketing strategy and visual changes of the IAA. In this context, IAA announced a new visual image design three weeks before the opening. And IAA is built into an "international platform for mobility transformation."
In terms of visual image, IAA's new LOGO consists of a modern sans serif font, which retains the previous version of the design, such as the letter on the right side of the letter A. In addition, due to changes in content and form, this year's IAA will be divided into four new forms of activities: IAA Exhibition, IAA Conference, IAA Experience and IAA Professional. The new image will become more interactive and digital, while being able to cope with different event extension designs.