| Melbourne Convention and Exhibition Centre
2010 REBRAND 100 Winners > distinction
Industry: Hospitality/Hotels/Property Management, Cultural Institutions
Enterprise Rebrand
Country Base: Australia
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - When it comes to convention centres the Melbourne Convention and Exhibition Centre (MCEC) is a convention centre like no other - Australia’s premier convention centre. With over 2 million visitors per year, the MCEC is one of the world’s top conference venues. Victoria is proud to host this jewel.
Challenge - The new “Melbourne Convention and Exhibition Centre” is an extraordinary architectural statement. To provide a clear identification of its purpose, an identity program was required.
Strategy/Result - The brandmark for the Melbourne Convention and Exhibition Centre has been based upon one of the core attributes of the building – its ability to host a variety of activities (both large and small) and deliver an outstanding experience. In a competitive and congested global marketplace, the identity for the MCEC reinforces its positioning as ‘Melbourne’s Meeting Place’. As a meeting place for conventions and exhibitions, the graphic ‘M’ symbolized both function and form, creating a striking and timeless reference point. The brand strategy has been extended to signage, web collateral, corporate information, advertising and promotion.
The design of the brandmark incorporates an optical illusion that reinforces a sense of space.
The graphic shapes that are created from this elegant visual pun are precise in their construction and confident in their resolution.
Credits:
Client: Melbourne Convention and Exhibition Centre - www.mcec.com.au
Brand Strategists/Designers: R-CO Brand Identity - www.r-co.com.au
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