HELVOIRT.- Over the past 25 years TEFAF Maastricht has established an unrivalled reputation as the world’s leading fair for art, antiques and design. Now The European Fine Art Fair, which will take place in the MECC (Maastricht Exhibition and Congress Centre) in the southern Netherlands from 15 to 24 March 2013, aims to strengthen this position by adopting a new corporate identity and by focusing on three core values – Excellence, Expertise and Elegance. These project and reinforce the character of a fair that defines excellence in art and attracts collectors, connoisseurs, curators and art market professionals from around the world.

The new logo
TEFAF Maastricht has a new logo with a stylised falcon and a stronger typography for the Fair’s title. The need for a more contemporary appearance meant that the falcon, the Fair’s traditional symbol, needed to be redesigned. The new look reduces it to its essence creating a more modern, appealing and dynamic symbol. The diagonal lines were kept to create a sense of movement and the new typography, which is exclusive to TEFAF, was inspired by the falcon’s shape. Just like the falcon’s eye, which is one of the most accurate in nature, the symbol reminds us of the importance of focusing on the essential. This kind of precision and detail is also to be found at the Fair.

The colours of the new logo and house style, developed by Brandia Central from Lisbon, are red, white and black. The traditional falcon reminds Fair participants and visitors alike of the Dutch city of Valkenburg, which means Falcon’s borough or fortress, where the Fair’s predecessor was held for a few years.

Core values of TEFAF Maastricht
TEFAF Maastricht is the Fair that defines excellence in art as the world’s leading event of its kind and sets the very highest standards. Its three newly defined core values excellence, expertise and elegance are a natural follow-on from this.

Excellence
• More than 30,000 high quality works of art spanning 6,000 years of history are exhibited at TEFAF.

• Attending TEFAF is a must for curators from over 200 major international museums and more than 70,000 private collectors and art professionals from 50 countries.

• Some 250 of the world’s best dealers are committed to bringing great works of art, many of which are sourced privately.

Expertise
• All works of art are checked by committees of leading independent experts before TEFAF opens to ensure their authenticity, quality and excellent condition.

• This vetting procedure uses the latest research technology to back up the expertise of the committees.

• Dealers, many of whom produce scholarly catalogues, are experts in their fields and share this knowledge with visitors to TEFAF.

Elegance
• Contemporary art is exhibited alongside works from hundreds - sometimes thousands - of years ago amid an inspiring atmosphere.

• The sophisticated Fair design and stunningly beautiful floral displays reinforce TEFAF’s artistic splendour and ensure that a visit is unforgettable.

• The 2,000 year-old city of Maastricht with its cultural attractions, excellent shops, fine cuisine and lively atmosphere enhances the TEFAF experience.