Monday Apr 04, 2005

ExCeL is launching a new brand identity this month, which represents an evolution in terms of name and image. The brand identity has developed to incorporate ExCeL's international stature embraced within its conference and exhibition services and provides clarity of purpose in support of the company's vision.

Developed by brand communications consultancy, Imagination, the new distinctive ExCeL logotype is now supported by the word 'London' and it appears in dark blue, rather than red, as previously.

Chief Executive Jamie Buchan explains the change. "ExCeL London is the capital's premier destination for exhibitions and conferences and we have a highly achievable vision of developing into London's business tourism hub, as well as serving as an entertainment based destination for the growing Thames Gateway and wider London population."

The ExCeL London location ispired the choice of blue as primary brand colour, according to Imagination Design Director Peter Goodrick-Clarke. "ExCeL London sits at the very water's edge in Docklands. We wanted to capture some sense of a natural setting, because it is unique for an exhibition and conference venue in the capital."

The need to evolve the identity and style of ExCeL London was identified by an internal brand definition exercise undertaken by ExCeL London with Imagination. As a result, the identity is supported by a new strapline: 'The international exhibition and conference centre'.

Commenting on the choice of Imagination, Sarah Horrell, Director of Marketing & Communications, said: "We chose Imagination because they understand both branding and communication issues, and work within the exhibition and conference industries, which made them an obvious choice."

New look promotional material, new look onsite signage and a new look website to reflect the venues new personality and style across the board will follow.