ICFF unveils rebrand

February 13, 2024

(USA) – International Contemporary Furniture Brand (ICFF) has unveiled its new branding in line with the show’s 35th anniversary.

ICFF, to be held 19-21 May at the Jacob K. Javits Convention Center in New York City, has unveiled a new campaign designed to highlight its marketing evolution under the direction of Odile Hainaut and Claire Pijoulat. The strategy includes solidifying ICFF’s role as a business accelerator, transforming the brand into a 365-day-a-year platform. Clarifying its objective of being at the centre of design culture, community, and commerce.

Inspired by New York City, the rebrand is said to reflect ICFF’s hometown. Designed by award-winning creative agency, forceMAJEURE, the logo features a heavy wordmark reminiscent of the densely populated city juxtaposed with a lighter typeface that symbolises its softer side.

forceMAJEURE redesigned the logo of a black square and four letters and added colour to represent each distinct ICFF features yellow for Wanted (forceMAHJUEURE also designed its visual identity), green for Oasis (which focuses on sustainability), and blue for the new Bespoke area (which centres around high-end craftsmanship), with plans to add more in the future. Using colour brings a sense of excitement and warmth to a brand that is repositioning itself.

Odile Hainaut and Claire Pijoulat, ICFF Brand Directors, says: “We want to shift away from a more corporate identity to mark a new chapter for ICFF. By reimagining the brand’s core, we are unveiling a fresh look, positioning the show as the leading North American contemporary design fair at the forefront of the industry. Our goal is to inspire, engage, and support design companies and enable success. This direction affirms our commitment to design excellence beyond the show and infuses an energy and creativity that speaks to emerging audiences.”

The forceMAJEURE team adds: “Our vision for ICFF is highly connected to New York City, its home.  The city truly embodies everything the brand communicates.  It is bold and universally recognised. It is international. It is a portal to the U.S. market, where dreams are accelerated, and inspiration is plentiful. Taking a birds-eye view of the city and its iconic grid, we see large blocks from the avenues of buildings and observe an infinite sense of modularity. The elevated new logo embodies the functional and emotional allure of ICFF, evoking confidence and innovation but also creative possibilities.”