Introduction
Tradeshows have always been one of the best ways for us to get in front of our customers. Regardless of size, every event provides us an opportunity to create a memorable experience. From the smallest event to the largest tradeshow, it is important that we provide a cohesive brand experience from the first email someone gets to the post-show follow-up communications they receive.
While no two shows are the same and things like budget, audience, and region will vary, it is important that every touchpoint support our brand voice and utilize elements from our brand system. Below are some guidelines and examples for creating stellar branded experiences that support a cohesive and global design strategy.
Creative approach
Topcon's tradeshow design system must seamlessly incorporate both infrastructure and agriculture styles to effectively cater to their diverse business units and respective audiences. This dual approach is essential for competitive differentiation, ensuring that the design resonates with distinct industry aesthetics and addresses the specific needs and preferences of audiences in both infrastructure and agriculture sectors, thereby maximizing relevance and impact at trade events.
Infrastructure shows
Infrastructure shows use the primary and neutral color palette. In a very limited capacity, the yellow accent palette can be used to emphasize some text.
Agriculture shows
Agriculture shows use the primary and green color palettes. As seen in the example above, printed duotone images are used alongside full-color video content.
Booth anatomy
Overhead branding
This should be the Topcon logo with any sort of relevant top-level brand messaging (For Work That Matters™, Always One Step Ahead, etc.) No photography or product imagery/messaging should be here. The logo can be placed over subtle graphic patterns, textures, or gradients for small shows only where no overhead branding opportunities are available.
Wayfinding
All wayfinding needs to be large enough and clear enough to be seen easily from a distance. Most likely, the wayfinding will be attached to the top of a workstation or hung above a product counter. A different material should be used in order to immediately differentiate the wayfinding from the background it sits on. Also, all wayfinding should be created with the same or similar materials in the same color to create continuity for easy reference. Graphically, wayfinding should be limited to text and icons only.
Hero section
When possible, this should be a large-scale media display that cycles between top-level brand messaging and event-specific messaging. The event-specific messaging should be at the application level, not at the product/solution level. Visually, this needs to have a clear hierarchy of information and remain somewhat simple. It is not an opportunity to cram a lot of messaging or content into a small space.
Featured solutions
Depending on the event, there may be a need to feature a one or more products/solutions. In this case, the physical space needs to be clearly identified and segmented out of the main booth while still feeling cohesive. An easy way to do this is to include overhead signage as well as a different carpet color or to include a unique floor graphic. There can be high-level dynamic media or print signage to draw attention to the area. However, it should not compete with the overall hero section or overhead branding of the booth.
Workstations
The workstations are the only area within the booth where detailed product information is permitted. In most circumstances, this information should mainly be displayed digitally on a monitor. Since workstations are the most common element from booth to booth, it's important that these are all designed in a similar way. The three main elements of each workstation are a backdrop, monitor, and counter. Wayfinding text and icons should be placed at the top of the workstation backdrop and remain unobstructed by the monitor or anything that may rest on the counter top.
Media screens
It is preferred for product imagery to appear on digital media screens over printed graphics as it allows for dynamic content rotation, avoiding the need to cherry-pick specific images and enabling a more comprehensive representation of the diverse range of products. This approach prevents the risk of a static graphic underselling the full story of what the products offer, while also maintaining a clean and uncluttered booth aesthetic by eliminating the need for numerous printed visuals on the walls.
Large-scale media
Large-scale media screens in a tradeshow booth captivate audiences, providing a visually impactful and versatile platform to showcase dynamic content, convey brand messaging, and engage attendees with immersive, high-quality visuals.
Small-scale media
For smaller shows, compact media solutions like televisions or computer monitors are ideal, offering the flexibility to maintain a strong visual presence in a more intimate setting while ensuring cost-effectiveness and practicality.
Guidance
Below are some best practices to keep in mind when creating the various assets for your event.
Do
Use assigned color ratios and maintain a balance of imagery and graphics throughout the booth
Use high-quality images and video content
Maintain a clear messaging hierarchy
Follow all brand guidelines
Don't
Use the same graphic or image everywhere
Use low-quality imagery
Crop imagery in a way that doesn’t show the full solution of a product or system
Overcrowd walls or screens with information, graphics, or photography
Gallery
Design files
To get access to all approved and current design files for tradeshows or if you have any questions, please reach out to brand@topcon.com