Melbourne’s Asia Pacific industry trade show AIME has revealed a new brand identity.
The region’s largest and longest-running business events trade show enters its 34th year in February, having posted five consecutive years of growth.
The refreshed look is built around the tagline, ‘Bring your ambition to Melbourne. Share it with the world’. At its centre is a new symbol formed from directional shapes that subtly spell out AIME. The AIME symbol represents the strength of connection inherent to the show and draws on Melbourne’s floral emblem, the native Paper Daisy. Organisers say the flower’s resilience aligns with AIME’s purpose: the global industry coming together to create something stronger.
Melbourne Convention Bureau CEO Julia Swanson says: “AIME has been the premier platform where international decision-makers connect and build long-term value in Melbourne. 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.”
Talk2 Media & Events was commissioned to manage AIME in 2019, and CEO Matt Pearce says AIME’s evolution and growth over years have shaped the brief for its new brand.
AIME marketing director Monica Kent-Giles adds that the refresh moves the brand into a bolder, more contemporary space. “We wanted an identity that feels modern, elevated and distinctly AIME. 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.”
Alongside the new brand, applications are now open for the AIME 2027 Hosted Buyer Programme. Approved Hosted Buyers receive a fully supported attendance package: complimentary return flights, accommodation and a custom appointment diary, plus access to the Knowledge Monday programme, networking events and the annual Welcome Event.
The new branding produced in partnership with Studio Quarantine will roll out across all event touchpoints, digital platforms and marketing campaigns in the lead-up to AIME 2027, which run at the MCEC, 15-17 February 2027.
Visit aime.com.au for more information
