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Australia’s newest convention centre reveals bold new identity

Australia’s newest icon, a multi million dollar convention centre in central Melbourne, has unveiled its bold new identity. The new Melbourne Convention Centre is the centrepiece of an AUD$1.4 billion development in South Wharf, central Melbourne.
Sitting adjacent to the exhibition centre, the new convention centre development, now called the Melbourne Convention and Exhibition Centre (MCEC) has adopted a distinctive contemporary three dimensional ‘M’ brand mark.
Melbourne Convention and Exhibition Centre director of marketing, Petrina Gillespie says a bold identity change was vital to reflect what will be Melbourne’s new meeting place.
“The new centre is not only at the leading edge of environmental design with the world’s first 6 Star Green Star environmental rating, but it will have unequalled views across the Yarra River and city, with creative interior architecture leaving those who visit feeling like they’ve experienced the essence of Melbourne.”
Designer of the distinctive M brand mark, R-Co’s Richard Henderson, says the concept was simple.
“We wanted something to complement the contemporary, versatile design of the building and what it means to those visiting it. 
“In creating a brave, and engaging brand mark with a three dimensional effect, it reflects the layering of experiences you can have in and around this diverse space.”
He says it’s vital to create a brandmark which can stand the test of time.
“It’s not just about the mark itself; it’s a language and colour which will become synonymous with the new meeting centre of Melbourne.”
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