The design of trade show graphics will vary in order to best suit each individual show’s requirements. At right are a few examples of trade show graphics for inspirational purposes, and below are some general rules to follow when creating new displays.
General rules
The primary rule in creating designs for trade show graphics is to keep them within the scope of our visual system. Use our color palette, typography, focal lines and other brand elements to organize and visualize information. Please reference the guidelines for these individual brand elements prior to creating trade show graphics.
An aim of our brand is to present a clear and focused perspective, and this should be represented in our trade show graphics. When developing text content please keep it to the point to avoid lengthy blocks of copy. Use of imagery in combination with text is encouraged. However, remember that too many images can distract the viewer’s attention. Keep things simple and focused.
30×30 graphics are popular for displaying in trade show environments. These graphics have their own set of guidelines and templates which are available for download from the online Brand Center (www.exelisbranding.com). Please reference these guidelines for any square formatted displays for trade shows.
Display wall panels
30×30 graphic Pop-up booth
Applications | Trade Show | Display Graphics
Typography
In order to maintain consistency in how text is displayed across multiple applications please use the following recommended typeface hierarchy:
• For headline text use Clan Pro Book in all caps.
• For subheadline text use Clan Pro Medium in all caps.
• For content text use Clan Pro Book in sentence case.
See the example at right for a sample application of the typeface hierarchy. The size of text will be determined by your varying applications.
Please use white type when using an orange background. For white backgrounds, the use of orange should be limited to headlines or for highlighting an area of text. Don’t overuse orange in text applications on trade show graphics. The example above shows the suggested use of orange for headlines and dark gray for subheadlines and content text. While this suggested use of color would be preferred to create a hierarchy of information, the use of black text as a substitute would also be acceptable on white background applications.
Applications | Trade Show | Display Graphics
Text and image heavy graphics
While is it preferred to keep the layouts simple and focused with minimal text and images, there are instances where larger amounts of content are unavoidable. In such applications please keep the design clean and organized in order to avoid the display appearing cluttered. Large blocks of copy present readability issues at busy trade shows and aren’t recommended. Using bulleted lists is a preferred way to highlight multiple points instead of full paragraphs. When using a bulleted list it is suggested that they be limited to 6 bullet points.
See the examples at right for recommended layouts of a display which contains large amounts of copy and images. The highlighting focal lines are used to bracket the blocks of content in this instance.
Applications | Trade Show | Display Graphics
Background imagery
In some applications the use of a full background image would be appropriate. Please work closely with your designers and vendors to ensure that the chosen image is high resolution and will be of good quality when increased in size to fit your application. See the example at right for a sample application of a background image. Please also notice the recommendation that instead of a hard edge the image blends to the background to create a soft edge. This is created with a gradient mask. At right is a technical breakdown of the gradient mask.
Work with your designers in achieving this look on similar applications.
Applications | Trade Show | Display Graphics
Complicated display environments
In complicated display environments it can be difficult to arrange elements on graphic displays.
Each individual display will create its own
challenge; however, the goal is to keep the content focused to avoid a cluttered appearance. See the example at right for a sample application of an environment with many floor and wall displays, which leaves little room for the wall mural. In these instances it is important to keep text content short and be mindful of the space available for images so that they won’t be obscured by a display.
Silhouetted images can also be useful to make the best use of the space available.
Applications | Trade Show | Display Graphics
Wall combinations
When combining display panels together it is important to consider how the graphics from each panel interact as a unit. At right are several examples of proper combinations of displays.
The examples show how the orange arrow shape interacts with other elements to create a unified appearance across the seam. These combinations of color and shape naturally guide the viewer’s eye through the entire display instead of causing an abrupt transition.
Applications | Trade Show | Display Graphics
Pop-up booth
Pop-up booths are a simple way to brand a trade show space. These often consist of the logo printed as a header on fabric with other graphics/posters attached beneath. For small booths one logo, centered in the header space is acceptable. On wide booths, including two logos with one at each end is preferred. While black is outside our approved background colors for printed items an exception is made for trade show pop-up booths, which use a black fabric as a background. Use the Exelis orange logo on the black background. At right are a few examples of acceptable displays of the Exelis logo for this application.
Wide pop-up booth, multiple logo application Pop-up booth, single logo application