drupa 2028 Focuses On New Brand Identity
sion statement. The slogan picks up on this approach and draws attention to developments whose significance often only becomes apparent in the overall context — for exam- ple, through the interaction of technologies, processes, and applications along the value chain. The slogan thus stands for a solution-oriented classification of technological inno- vations, beyond individual products or short-term effects. “The slogan sums up what drupa stands for: vision, knowledge transfer, and orientation in an increasing- ly complex technological landscape,” says Sabine Gel- dermann, Director drupa, Portfolio Print Technologies at Messe Düsseldorf. “It underscores drupa’s claim and at- titude of not presenting future topics and technological progress in isolation but rather classifying them in a com- prehensible way in the context of the market, application, and value creation.” First-Time Experience Against this backdrop, drupa 2028 is introducing a new experience architecture for the first time. Content, applications, and formats for exchange, collaboration, and networking will in future be bundled along clearly defined thematic clusters. This will make technological develop- ments comprehensible and structured. The architecture serves as a common framework for exhibitors, visitors, and the media. The next drupa will take place in Düsseldorf, Germa- ny, from May 9-17, 2028.
With a new brand identity, drupa is presenting its future direction at an early stage. Two years before the start of the trade fair for printing solutions, it is providing an initial glimpse of its conceptual and content-related re- positioning. The central element of the new image is a symboli- cally used key visual: the octopus. It stands for network- ing, intelligence, agility, and resilience, as well as the si- multaneous mastery of complex processes. It thus refers to a technological reality in which printing solutions are increasingly conceived as integrated systems, including sophisticated applications in the packaging environment. Processes are interlinked, workflows are networked, and efficiency is created through the interaction of hardware, software, materials, and automated applications. New Standards “drupa 2028 will be a drupa like never before,” said Dr. Andreas Pleßke, Chairman of the drupa Committee. “We are setting new standards in how technological de- velopments, applications, and markets are classified and brought together—a claim that is also consistently reflect- ed in the new brand identity.” “ drupa. dive into the unseen ” as a communicative mis-
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