How the ASI Show Used the Layered Look to Build their Brand

A while back, I did a post on how to use a “Layered Look” concept to build your brand… even though you may not be using logoed promotional products. This week at the recent ASI (Advertising Specialty Institute) Show in Dallas, it was obvious that ASI had used a similar strategy to help extend their brand.

Click Here to Read the More About Using the Layered Look for Tradeshows

ASI’s logo is red, black and white. Throughout the show and education zones, this color scheme was consistent, even extended to some details that might normally be overlooked. Some examples:

• The registration area was decorated with big red roses in vases of black marbles.
• Male executive and sales personnel were in dark and/or gray suits with white shirts and red ties; gals were mostly in all black.
• Some key registration personnel were donning red cowboy hats so they would be easily identifiable.

Of course the aisle carpeting and draping was in show and association colors, too, which is pretty common. But the concerted effort for consistent personnel dress code was unusual compared to many events I’ve seen lately. Kudos to the ASI team!

Have you established a color code for your show or event team?

Tags: Advertising Specialty Institute, ASI Dallas, ASI Show