Drupa 2028 with a new brand identity: The octopus as a symbol for networked printing solutions
The world’s leading trade fair for printing solutions is unveiling a new brand identity two years before the event begins. The central element is an octopus as the key visual, symbolizing connectivity, intelligence, and mastery of complex processes. The repositioning underscores the focus on integrated systems and networked workflows in the printing industry.
drupa is unveiling its future direction early on, offering a first glimpse into its conceptual and content-based repositioning. Two years before the 2028 show begins, the world’s leading trade fair for printing solutions is presenting a new brand identity that reflects the industry’s transformation.
The octopus as a symbolic key visual
A central element of the new brand identity is a key visual used symbolically: the octopus. It represents connectivity, intelligence, agility, and resilience, as well as the ability to master complex processes simultaneously. In this way, it reflects a technological reality in which printing solutions are increasingly viewed as integrated systems.
The choice of symbol underscores the evolution of the printing industry: processes are intertwined, workflows are interconnected, and efficiency arises from the interplay of hardware, software, materials, and automated applications. This also includes sophisticated applications in the packaging sector.
With its new brand identity, drupa is positioning itself as a platform for the connected future of printing technology and sending a clear signal about its strategic direction for the coming years of the trade show.
