Excel London, part of the ADNEC Group, has revealed a new visual identity and mission statement in anticipation of its 25th anniversary in 2025. The rebranding coincides with the launch of Immerse LDN, London’s largest entertainment district, and a 25,000 sqm expansion, reflecting the venue’s ambition to be one of the world’s top event destination.

Fresh, new design

Michelle Kemp, Director of Marketing & Communications at Excel, emphasized the significance of this transformation: “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. ” The new branding, inspired by the architecture of the Royal Docks, is set to be rolled out sustainably across the venue and online platforms.