Pure London, the UK’s largest fashion trade show, is entering its 33rd season with a makeover. BuroCreative were commissioned to rebrand the show with the aim of accentuating Pure’s strength as an edited show with latest brands and content.

BuroCreative brought these values to life through a new identity which combines a flexible logotype with striking seasonal imagery. The logotype, featuring the current show number, will evolve over time, emphasising both Pure’s heritage and synergy with each new season. Campaign imagery, based on angular crops of key items – from footwear to accessories to womenswear – references the breadth of the show whilst emphasising the importance of highlighting key pieces and brands.

The new identity will be applied across all aspects of the show, including advertising, website, marketing material and show visuals. Pure London 33 takes place at London Olympia 10th – 12th February 2013.

The identity has evolved for the August 2013 show, with new show number, colourways and fresh, Spring/Summer imagery (shot by John Lindquist).