Italian Micam tradeshow rebrands to theMICAM

By

Dominique Muret

Published
Oct 16, 2012

Costume change for Italian shoe salon MICAM — the international leading trade show for footwear has assumed a new name and logo. A press release announced that the trade show would now be known as "theMICAM." The idea is to use the new logo "as a signal of change, to make theMICAM more than just another trade fair: the world’s most authoritative and significant event for footwear professionals," said the
announcement.

To add a more international touch, the group's fairs held outside Italy will be renamed theMICAM and appended with the name of the host city.

"With the new logo, we wanted to offer an additional signal of the major renewal process that we have had underway for a number of years now. This important new development includes promotion of international events such as theMICAM Shanghai, planned for April 2013," said Cleto Sagripanti, president of the Association of Italian Shoes ANCI, the event organizer.

The restyling was handled by the Italian consulting firm Robilant Associati to "boost the brand's potential." The graphics of the logo play with the letters of the event’s name, whose stylized letter M invokes the legs of models walking the runway.