The new brand logo takes inspiration from Melbourne’s flower emblem, the paper daisy, which has been recreated using stylised letters which also spell out AIME. The new brand takes on a slightly more vibrant shade of blue than previously.
“We wanted an identity that feels modern, elevated and distinctly AIME,” said AIME’s new marketing director, Monica Kent-Giles.
“All the design elements, from the custom typography and colour palette to the versatile new symbol, give us a sophisticated, expressive visual toolkit.
“The refresh honours AIME’s heritage while delivering a brand identity that aligns with where the show is heading.”
With Talk2 Media and Events helming major post-pandemic growth for the show on behalf of its owner, Melbourne Convention Bureau (MCB), Talk2 Media CEO, Matt Pearce, said that growth and the event’s evolution have informed the new brand.
“Every year, more than 5,000 people gather for AIME,” said Pearce.
“They come from around the world to build relationships, trade ideas and forge the connections that drive the multi-billion-dollar global meetings, conventions and exhibitions industry forward. Then they disperse across the world, carrying what they learned at AIME back into their own markets and their own work.”
Meanwhile AIME’s event director, Silke Calder called the rebrand “a fresh take on what AIME is” and “contemporary and confident”.
“AIME has always been about the strength of community and the magic that happens when people come together to collaborate and exchange ideas. This new brand identity comes at the perfect time as we build towards another record-breaking year for buyers and exhibitors,” she said.
MCB CEO, Julia Swanson, has endorsed the new brand.
“AIME has been the premier platform where international decision-makers connect and build long-term value in Melbourne,” said Swanson.
“As the owners of AIME, MCB is proud to see the event’s identity evolve.
“The new brand matches the ambition, energy and personality of the show itself, while underscoring AIME’s role in driving real economic and intellectual growth across the globe.”
The new brand goes live as hosted buyer applications for AIME 2027 in February open.
