DUSSELDORF, GERMANY—  With a new brand identity, drupa is presenting its future direction at an early stage. Two years before the start of the world's leading trade fair for printing solutions, it is providing an initial glimpse of its conceptual and content-related repositioning. The central element of the new image is a symbolically used key visual: the octopus. It stands for networking, intelligence, agility, and resilience, as well as the simultaneous mastery of complex processes. It thus refers to a technological reality in which printing solutions are increasingly conceived as integrated systems, including sophisticated applications in the packaging environment. Processes are interlinked, workflows are networked, and efficiency is created through the interaction of hardware, software, materials, and automated applications.  The slogan “drupa. dive into the unseen” picks up on this approach and draws attention to developments whose significance often only becomes apparent in the overall context – for example, through the interaction of technologies, processes, and applications along the value chain. The slogan thus stands for a solution-oriented classification of technological innovations, beyond individual products or short-term effects.