Excel London, part of ADNEC Group, has launched a brand refresh ahead of its 25th anniversary (2025), marking the start of an exciting new chapter in the venue’s history.

The visual identity is supported by a new mission – to be the best event destination in the world – as major developments including the opening of London’s largest entertainment district Immerse LDN and the launch of a new 25,000sqm (270,000sqft) major expansion converge to show the extraordinary breadth of what Excel London can now offer clients and customers from across the world of live events.

Working with East London-based agency Kemosabe, the brand evolution builds on the strong heritage of the venue and the surrounding Royal Docks area, whilst better reflecting the dynamic and diverse future which Europe’s largest fully-integrated venue now offers.

"Our new visual identity represents our vision for the future..."

Michelle Kemp, Director of Marketing & Communications at Excel, commented: "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.

“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 design features of the new brand have been inspired by the architecture and landscape of the Royal Docks, while the dynamic new brand animation and content are inspired by the new brand purpose of Excel London to ‘Connect Lives’. The project has focused on creating a digital first brand that can better support Excel London’s event organisers and inspire its visitors across in-venue applications including wayfinding and digital communications. It has been developed in collaboration with the venue's owners ADNEC Group to ensure it aligns with the wider group portfolio.

To mark the launch of the brand refresh, Excel have today released a new brand 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.