He said that when he explained to consumers what IFI stood for, the word “fabricare” evoked two reactions. People either stared blankly, or linking the word with fabricate, asked what IFI manufactured. The new name would explain its function more clearly.
The Institute is still to choose a fresh logo, but the new title was installed on the booth after the announcement, ready to greet visitors as the arrived on the second day of the show.
