At trade shows, when hundreds of brands compete for attention in the same space, you need more than just a well-designed booth — you need to be seen from afar and remembered after the first glance. That’s where vertical branding elements such as totems and hanging structures come into play.

These tall, eye-catching elements act like beacons in a sea of visual noise. They help guide attendees to your booth, reinforce brand identity, and elevate your presence — quite literally. Whether you're working with a compact stand or a sprawling display, vertical signage can make all the difference.

Let’s explore how totems and suspended structures can transform your brand presence at busy events and why they should be part of your next exhibition strategy.

The Power of Vertical Visibility

When people walk into a trade show or event, their eyes are naturally drawn to what’s above eye level. High-placed visuals cut through the clutter of banners, desks, and wall graphics that sit lower down. In large venues, hanging structures can be seen from across the hall — acting as visual anchors that help visitors navigate directly toward your brand.

Similarly, tall totem displays serve as strong visual markers even in narrow aisles or tight exhibition spaces. They provide vertical continuity for your brand messaging and create a polished, professional look from every angle.

What Are Totems and Hanging Structures?

• Totems are freestanding vertical display structures, often placed near the front of the booth or at corners to create instant brand recall. They can be simple and sleek or include built-in lighting (like lightbox totems) for extra visibility.

• Hanging structures are large-scale elements suspended from the ceiling of an event space. They can take various shapes — from circular rings to rectangular banners or custom 3D structures. Combined with lighting and fabric graphics, they become true focal points.

Benefits of Using Totems and Hanging Structures

1. Maximize Visibility in High-Traffic Areas

In a crowded event space, horizontal real estate is limited, but vertical space is abundant. By adding height to your booth through totems or ceiling-hung displays, you take advantage of that extra dimension. Your brand becomes visible from various directions, not just up close.

2. Brand Continuity and Recognition

Totems and suspended signs are more than just decorative — they carry your logo, colors, tagline, or core message consistently across all booth elements. When someone sees your brand from a distance and then approaches to find the same visual identity throughout your space, it creates a cohesive and professional impression.

3. Attract Foot Traffic Naturally

Think of hanging signage as a magnet. Attendees walking through a massive exhibition hall are more likely to move toward booths that are easy to identify from afar. Suspended branding tells them, “Here we are,” long before they see the rest of your stand.

4. Save Space While Adding Impact

Totems have a small footprint but make a big impact. Unlike large wall structures or additional booth furniture, a vertical totem doesn’t take up much space — which is perfect for smaller booths or events where space is at a premium.

How to Choose the Right Vertical Elements

• Size and Proportion

Choose a totem or hanging element that fits the scale of your booth. A massive overhead ring in a 3x3m booth might overwhelm the space, while a subtle totem may get lost in a large open layout. Balance is key.

• Material and Lighting

Fabric graphics with LED backlighting work especially well for both totems and suspended signs. Lightbox totems, in particular, offer excellent visibility even in dim lighting and help highlight logos or key visuals.

• Ease of Setup and Portability

Many Formtex totems and hanging structures are designed to be lightweight, modular, and easy to transport. That means less stress before and after the event — and more time to focus on your presentation.

Real-World Success: Vertical Branding That Works

We've seen dozens of clients elevate their brand presence using these vertical solutions. A well-placed lightbox totem at the entrance of a booth can double engagement. Similarly, hanging a branded structure above a crowded stand helps visitors identify your brand even from across the venue.

The combination of floor-level design and elevated messaging ensures you’re covering all angles — and maximizing every opportunity to connect.

In a competitive environment, blending into the background is not an option. Standing out requires thoughtful strategy, and vertical branding is one of the most effective (and often underused) ways to do it.

Whether you're attending a corporate expo, a consumer event, or a product launch, totems and suspended displays offer a powerful way to rise above the crowd — both literally and figuratively.

At Formtex, we specialize in creating modular, portable, and visually impactful vertical branding solutions that help businesses like yours shine. Browse our full range at formtex.ro and get ready to elevate your next event.