The race is on for drupa 2020

The delicate butterfly wings symbolise departure, change – a transformation process that affects all industriesRegistered exhibitors for drupa 2020 will soon receive their printed version of theinternational flagship fair for printing technologies, brochure in the post. The global marketing campaign for drupa 2020 was launched at interpack 2017. It was presented to international media partners during a major press conference. Registration closes on 31 October 2018.

The emotive advancement of the successful key visual originally developed for drupa 2016 put the industry in the right mood for the 2020 event.

The design concept, implemented by Agentur Niehaus Knüwer and friends, refers to the dramatic changes the industry has encountered during the past few years. The new key visual signifies beauty, aesthetic appeal, creativity and depth.

Design symbolism

Sabine Geldermann, director of drupa and Global Head Print Technologies at Messe Düsseldorf, explains the key visual’s exquisite appearance and tactile effect: ‘The delicate butterfly wings symbolise departure, change – a transformation process that affects all industries, but particularly the traditional print industry, every company, everybody. Transformation moves companies to rethink their strategies, adapt to new processes and move into new business models – a change that also takes place in people’s minds. Different individuals have already moved into the focus of the new marketing campaign. On the one hand, it underlines the international alignment of the drupa trade fair, on the other, it shows that trade fairs stand for emotive power and experience and, last but not least, it shows that “people are business”. The heads are surrounded by colour digits that symbolise the wide variety of print applications. Below the slogan “embrace the future”, the drupa 2020 invitation extended to exhibitors and visitors who are welcome to experience and accept technological innovation, trends and future challenges, so as to implement them into their own corporate workflows and tap into new potential.’

With this strategy, drupa 2020 will write a new chapter in the 2016 success story. drupa 2020 will continue this strategic realignment and focus on future topics with major growth potential.

Defined structure

The trade fair profile prescribes a clearly defined structure, which encompasses the following product groups:

  1. Prepress / Print
  2. Premedia /Multichannel

  3. Post press / Converting / Packaging
  4. Future Technologies

  5. Materials

  6. Equipment / Services / Infrastructure

Packaging at drupa 2020

Packaging will have a special slot called Touchpoint Packaging. Launched at drupa 2016, this forum created quite a stir. It is organised and hosted in close cooperation with the European Packaging Design Association (epda), Europe’s leading association of brand and packaging designers. It will cover the entire packaging production chain from the brand, materials, design, print right through to finishing and sales. The interaction between all involved professions – branded products manufacturers, designers, material manufacturers and a high-calibre panel of companies from the printing and finishing industry – will turn this forum into a special place of inspiration where solutions and answers to relevant questions for future developments will be presented.


Among the other highlight topics that will be showcased at the event are subjects such as functional printing, 3D printing and industrial printing. These areas of application have major potential and provide important new markets.