IFE show's branding gets facelift

The event now has a new, modern identity to attract a larger and more diverse audience to its next show, taking place at London's ExCeL from 13-16 March 2011. The IFE logo has been replaced with a more modern font-based design. Fresh RM, the show's organisers opted for a new image to make the look and feel of the exhibition more contemporary. The brand new logo will feature on all of the show's marketing material, starting with the launch of its website (www.ife.co.uk) which has just gone live. Christopher McCuin, event director of IFE11, commented: "We are really excited about the rebranding as it symbolises a fresh new outlook for the event. The aim is to retain our image as the UK's leading food and drink trade show, but to remove some of the corporate edge that was associated with the previous branding. "We want IFE to be an exhibition that sticks in people's minds as being the place to source 1,000s of new products from across the globe and we feel the re-branding helps us achieve this."