Eicma becomes the International Two-wheeler Exhibition, saying goodbye to cycle and motorcycle. A little less than three months after the opening of its 78th Edition, scheduled from 23 to 28 November next at Rho Fiera Milano, the most important trade fair event in the world dedicated to the cycle and motorcycle industry today presents the rebranding project that led to the baptism of a completely renewed logo and a new name.
The new brand firmly reaffirms the identity and mission of the exhibition. The red remains, which represents the centrality of the passion for the sector, and the Eicma logo emerges from inside the symbol. The visual elements that compose it are also reinterpreted: the rim and fork. The first is an image of the wheel, but also of the world through which to travel, while the fork, which contains and controls it, is a tribute to the supply chain and to the entire industry, to components, parts and accessories, which also becomes a wing that gives the logo a new lightness and dynamism. The name of the event itself also changed, which from today will be “International Two-wheeler Exhibition”. The strong reference to the global value therefore remains, while the wording “cycle and motorcycle” has been eliminated for the wording “two wheels”.
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