Excel London, part of ADNEC Group, has launched a brand refresh ahead of its 25th anniversary (2025), marking the start of a new chapter in the venue’s history.
The new visual identity aligns with a mission to become the world’s top event destination. Major developments, such as the opening of London’s largest entertainment district, Immerse LDN, and a 25,000sqm expansion, highlight Excel London’s offerings for clients and live event organisers worldwide.
Working with East London-based agency Kemosabe, the brand evolution builds on the strong heritage of the venue and the surrounding Royal Docks area, while the new brand animation and content are inspired by the new brand purpose of Excel London to ‘Connect Lives’.
Michelle Kemp, director of marketing & communications at Excel, said: “With significant transformations on the horizon, including Immerse LDN and the completion of our major expansion, the time was right to evolve our brand to better reflect what Excel London represents now.
She continued: “Our focus has been on preserving key elements of the brand that resonate with our visitors, partners, event organisers and staff, while simultaneously creating a fresh, new design that embodies the growth and ambition of our business. Our new visual identity along with the values it represents, is a true reflection of what Excel London is today and our vision for the future.”
To mark the launch of the brand refresh, Excel have also released a film which showcases the venue’s vision of harnessing the power of live events to deliver impact, innovation and joy.
The refreshed branding will be rolled out in a phased and sustainable way across the venue, online platforms and brand assets over the coming months.
