Branded visuals for exhibitors: how to spread your message through their network
TL;DR — Branded and personalized visuals transform your exhibitors into consistent ambassadors of your event. By controlling visual identity while allowing personalization, you maximize message distribution without compromising your brand image.
1) Why visual consistency is crucial
When your exhibitors share content about your event, they represent your brand. A generic visual or one misaligned with your identity can:
- Dilute your message
- Create confusion among your audience
- Reduce event credibility
- Lack visual impact
Conversely, branded visuals guarantee:
- Immediate recognition: your audience instantly identifies the event
- Enhanced credibility: a consistent visual identity inspires trust
- Multiplied impact: professional visuals generate more engagement
- Preserved message: your communication remains faithful to your values
2) The balance: branded but personalized
The challenge is finding the right balance between visual consistency (your identity) and personalization (exhibitor data).
What must remain fixed (your identity)
- Colors: event color palette
- Typography: fonts and text hierarchy
- Event logo: standardized position and size
- Layout: structure and content zones
- Graphic style: illustrations, icons, decorative elements
What should be customizable (exhibitor data)
- Company name: dynamic text
- Booth number: specific information
- Exhibitor logo: uploadable image
- Invitation code: if applicable
- Specific CTA: badge link, meeting, etc.
LinkedIn (B2B priority)
Square format 1200×1200:
- Ideal for feed posts
- Good visibility on mobile and desktop
- High engagement
Landscape format 1200×628:
- Optimized for shared links
- Automatic preview
- Improved click-through rate
Email
Header 1200×800:
- Newsletter header
- Immediate visibility
- Consistency with rest of communication
Email signature (small format):
- Compact horizontal format
- Easy integration in signatures
- Constant event reminder
Website (optional)
Hero banner:
- "We're exhibiting" section on exhibitor site
- Durable visibility
- Direct link to event
4) Architecture of an effective visual
- Event logo
- Event name
- Dates and location
- Official hashtag
Zone 2: Personalized content (dynamic)
- Exhibiting company name
- Booth number
- Exhibitor logo (if applicable)
- Specific message (optional)
Zone 3: Call-to-action (customizable)
- "Get my badge" button
- Link to program
- Meeting reservation
- Other CTA depending on context
- Legal mentions if necessary
- Event website
- Event social networks
5) Creation and distribution process
Phase 1: Template design (T-10 weeks)
-
Define visual identity
- Color palette
- Typography (2-3 fonts max)
- Graphic style (modern, corporate, creative)
-
Create content zones
- Define safe areas (margins)
- Position fixed elements
- Delimit customizable zones
-
Test readability
- Check on mobile (320px minimum)
- Test with long/short names
- Validate color contrast
Phase 2: Generator configuration (T-9 weeks)
-
Map dynamic fields
company_name → Company namestand_number → Booth numberlogo → Exhibitor logoinvitation_code → Invitation code
-
Define fallback rules
- What to do if logo is missing?
- How to handle very long names?
- Special character handling
-
Configure output formats
- High-resolution PNG
- Automatic naming
- Optional ZIP export
Phase 3: Launch and adoption (T-8 weeks)
-
Initial communication
- Launch email with access link
- Usage guide (1 page)
- Examples of generated visuals
-
Support and guidance
- Accessible FAQ
- Technical support if needed
- Regular reminders
-
Amplification
- Highlight best posts
- Reshare on your official accounts
- Create UGC content
6) Measure distribution effectiveness
Distribution metrics
Adoption rate:
- % of exhibitors who downloaded ≥ 1 visual
- Target: 35-50%
Download volume:
- Total number of visuals downloaded
- Breakdown by format
- Activity peak (when?)
Estimated reach:
- Number of posts shared (via tracking)
- Impressions generated
- Engagement (likes, comments, shares)
Tracking and analytics
UTM on links:
?utm_source=exhibitor
&utm_medium=kit
&utm_campaign=event-2025
&utm_content=linkedin-square
Integrated dashboard:
- Downloads by exhibitor
- Most used formats
- Adoption timeline
- CSV export for in-depth analysis
7) Use case: before/after
Before (generic visuals)
- Exhibitor shares a generic visual found on Google
- No consistency with event identity
- Diluted message
- Limited impact
Result: low engagement, audience confusion
After (branded personalized visuals)
- Exhibitor generates their visual in 2 minutes
- Visual consistency guaranteed
- Clear and personalized message
- Multiplied impact
Result: high engagement, amplified reach, improved conversions
8) Implementation checklist
9) FAQ
How to guarantee visual consistency with my exhibitors?
Use pre-configured templates with your visual identity (colors, typography, logo) and limit modifiable zones to avoid deviations.
What elements should be customizable?
Company name, booth number, exhibitor logo, and optionally a specific CTA. The rest (colors, typography, layout) should remain fixed.
How to encourage my exhibitors to share the visuals?
Reduce friction: direct access, instant preview, one-click download. Add ready-to-copy post examples to facilitate distribution.
Do I need to create a different visual for each format?
Yes, each format (LinkedIn square, LinkedIn landscape, email) requires a specific template optimized for its use.
How to handle exhibitor logos of variable quality?
Offer a "contain" mode that adapts to logo ratio, with zoom option (70-140%) and optional white background to standardize.
Next steps
- Define your visual identity: colors, typography, graphic style
- Create your templates: LinkedIn square, LinkedIn landscape, email header
- Configure the generator: field mapping, fallback rules
- Test with a pilot: 10-20 exhibitors to validate the process
- Launch at scale: extend to all your exhibitors
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