Our guidelines aim to empower our team and partners to bring our brand to life with a unique blend of creativity, consistency, and purpose.
M&I operates as a branded house. This means we use a single, overarching brand across most of our products and services. Our sub-brands are closely connected, sharing visual elements, messaging, and tone to ensure consistency and recognition.
This unified structure strengthens the M&I brand, building trust and familiarity with our audiences. Unlike a house of brands (where distinct, unrelated brands coexist), the M&I hybrid branded house approach ensures every experience reinforces the same master brand.
M&I Core
The Core branding reflects the M&I brand at its most authentic. These events embody the full M&I identity, setting the standard for all other offerings.
Events in the Core:
M&I Healthcare
M&I Healthcare retains the Core M&I logo, but features its own distinct colour palette and typography. This tailored identity ensures that M&I Healthcare maintains a professional, credible, and sector-appropriate presence, while still remaining clearly part of the M&I family.
LUXE by M&I
LUXE by M&I differs from the other identities, with “LUXE” appearing before “M&I.” This distinction allows LUXE by M&I to have a more differentiated visual and verbal identity within our ecosystem, positioning it specifically to appeal to a luxury market while still maintaining a connection to the overarching brand.
M&I Expo
Expo retains the essence of M&I Core but is elevated to feel bigger and bolder. The logotype is anchored by an X, as a powerful and instantly recognisable identity mark. With an adapted colour palette, enhanced by gradient treatments, it conveys innovation, energy and a futuristic outlook.
Due to the current situation in the Middle East, M&I Expo will now take place on 5-7 April 2027.
5-7 April 2027 | Abu Dhabi
UK & European buyers
17 - 20 Jun 2026 | Sweden
Grow your MICE network in Sweden’s premier destination
American buyers
30 Aug - 2 Sept 2026 | USA
Grow your MICE network in the USA’s premier destination
Due to the current situation in the Middle East, M&I Expo is unable to take place as scheduled.
The security and wellbeing of our attendees, partners and team remain the primary focus. Whilst disappointing, the current circumstances mean that proceeding with the event is not possible at this time.
New dates for M&I Expo have now been confirmed: 5-7 April 2027.
We look forward to welcoming the community together then and continuing to support the industry through meaningful connections.
Thank you for your understanding and continued support.
If you have any questions regarding this update, please don’t hesitate to contact your Account Manager, who will be happy to assist.
Open your property up to a new range of events and opportunities by taking advantage of an online assessment created by our event partner, Healthcare Venues, which will determine if your venue is capable of hosting healthcare meetings and events.
If your property passes, you’ll receive Healthcare Venue certification, verifying you to our buyer network as a specialist healthcare venue.
Tim Chudley
Managing Director, Sundial Group
