Melbourne Convention Bureau, formerly known as the Melbourne Convention + Visitors Bureau, now has a new brand complete with a new logo and, most significantly, a new name, removing the word ‘Visitors’ to adequately reflect its core business of attracting business events to the state.
The logo has been designed to modernise Melbourne Convention Bureau brand identity; keeping the traditional ‘M’ silhouette but refreshing it with a vibrant and energetic red, adding colour gradients to create a spotlight effect and using a new, more contemporary font.
Ms Bolinger said the rebrand signified Melbourne Convention Bureau commitment to its values of innovation, excellence and leadership.
“As part of our Strategic Business Plan launched in May last year, we decided to undergo a complete rebrand in order to form a more holistic approach to our visual identity to assist us in creating clear and increased brand awareness, both domestically and internationally,” Ms Bolinger said.
“The process started with our name; the term ‘Visitors’ was taken out to disassociate ourselves with leisure tourism, as MCB’s sole responsibility is for the procurement of business events that attract delegates to Victoria.
“Our new brand now clearly aligns us with our vision, mission and values, and reflects MCB’s status as one of the world’s premier convention bureaux.
“Further details will be revealed next week during Australia’s inaugural Business Events Week, so watch this space!”
MCB’s new branding has now been rolled out across all collateral, which will all be revealed at the official Asia-Pacific Incentives & Meetings Expo (AIME) media conference at 11:00am on Monday, 25 February in Room 103 at the Melbourne Convention and Exhibition Centre.
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