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Logo
Colour palette
Typography
Applications
Tone of voice
Photography
Support & requests
About M&I Expo
A global exhibition for the elite of the MICE industry coming to Abu Dhabi. Exclusively designed for the "MICE 1,000" - a curated group of the most senior, influential decision-makers in the global MICE industry - M&I Expo prioritises quality over quantity.
M&I Expo is the future of the M&I brand. Its identity feels like a natural evolution and extension of the M&I Core, while introducing an exciting, forward-looking aesthetic.
The Expo identity retains key elements from the Core brand to ensure continuity, but adapts them with a fresh colour palette, dynamic use of gradients, and modern visual treatments. At the centre of the identity is the “X” symbol, which serves as the primary element of its visual language—a bold marker of innovation, connection, and progress.
Expo embodies the next stage of M&I’s journey: futuristic, vibrant, and full of energy, while remaining firmly anchored within the brand family.
M&I Expo logo
The primary logo for Expo is the full lockup, which combines the logotype with the X symbol. This version should be used whenever possible to represent the brand in its most complete form.
Because of its square proportions, some adjustments may be necessary depending on context and scale:
- On the Expo website, the logotype-only version is used in the main navigation to maintain clarity and legibility at smaller sizes.
- The full lockup is featured in the hero section, where it can be displayed at a larger scale without compromising readability.
- For the inaugural event, we are primarily using the ‘Event product lockups’ version of the logo, which includes the destination and year for context. These should be used consistently when promoting specific editions of the event.
This flexible system ensures that the Expo identity remains both recognisable and functional, while adapting seamlessly across digital and print applications.
Primary M&I Expo logo lockup
White/Coral logo for dark backgrounds
Raven/Coral logo for light backgrounds
M&I Expo logotype
White/Coral logo for dark backgrounds
Raven/Coral logo for light backgrounds
Event product lockups
White/Coral logo for dark backgrounds
Raven/Coral logo for light backgrounds
White/Coral logo for dark backgrounds
Raven/Coral logo for light backgrounds
M&I Expo ‘X’ Symbol
Examples of M&I Expo ‘X’ Symbol as holding device for headlines
Use white text when on dark backgrounds
Use raven text when on light backgrounds
Incorrect logo usage
Don’t stretch or distort the logo
Don’t crop any part of the logo
Don’t change the logo colors
Colours
The Expo colour palette builds on the foundation of the M&I Core by retaining Raven as its base. To establish its own identity, Expo introduces Lotus (purple) as the primary accent, giving the brand a modern and distinctive tone.
The Core Coral (red) remains present but in a more restrained role, used selectively for infographics, secondary buttons, and subtle highlights—ensuring continuity while maintaining a clear hierarchy of colour.
RAVEN
HEX 121A36
RAVEN TINT
HEX 313C5F
POWDER
HEX F8F8F8
LOTUS
HEX 6B54FE
LAVENDER
HEX 897CF7
LAVENDER TINT
HEX F0EEFF
CORAL
HEX EB5C56
- Gradients play a key role in shaping Expo’s futuristic aesthetic:
- Gradient 1: Applied sparingly to headline copy to add energy and dynamism.
- Gradient 2: Used as a background treatment to create vibrancy, depth, and a sense of forward movement.
This palette and its applications create a balance between brand continuity and innovation, helping Expo feel like a natural evolution of M&I while standing apart as its own bold expression.
GRADIENT 1
HEX FD4F54 + CF60E1
GRADIENT 2
HEX 6B54FE + CF60E1
Incorrect colour usage
Don’t use colours together that cause difficulty visually – Coral and Cobalt should be used as accent colours on Raven or Powder
Don’t mix and match the vibrant colours – keep colour options on a page within the same family of colours
Don’t use text in colour unless functionally agreed on with Design Team for links and key information
Typography
We utilize Circular Book for all content, employing a single weight to achieve a consistently premium appearance.
When there is no clear hierarchy between H1 and body text, the title may use Circular medium, but use sparingly.
Primary font
Fallback font
This font is a system font, use only in instances where Circular is not available to you
Typography hierachy
Our typography system is designed to bring clarity, consistency, and rhythm to all M&I communications. Each level of the hierarchy plays a specific role—from bold, expressive headlines that capture attention, to functional subheadings that provide structure, to body copy that delivers our messages with precision and ease. By following this system, we create content that is both visually harmonious and effortless to navigate, guiding readers through every interaction with the M&I brand.
Note: The font sizes listed below are based on our web copy standards. These values should be treated as a guide rather than absolute rules. Sizes may need to be adapted depending on the application or medium. When adjusting, maintain proportional relationships by following a typographic scale based on the Golden Ratio (≈1.618) to preserve consistency and hierarchy across headlines, statements, and body copy.
Hero / Campaign Line (H1)
| Font | Circular |
| Weight | 500 (Medium) |
| Size | 70px |
| Line height | 110% |
| Letter spacing | 0% |
A global exhibition for the elite of the MICE industry
Headline (H2)
| Font | Circular |
| Weight | 400 (Normal) |
| Size | 42px |
| Line height | 120% |
| Letter spacing | 0% |
M&I Expo is a world-class exhibition
Statement / Intro (H3 / lead-in):
| Font | Circular |
| Weight | 400 (Normal) |
| Size | 28px |
| Line height | 120% |
| Letter spacing | 0% |
M&I Expo is a world-class exhibition
Subsections (H4)
| Font | Circular |
| Weight | 400 (Normal) |
| Size | 21px |
| Line height | 120% |
| Letter spacing | 0% |
M&I Expo is a world-class exhibition
Micro-headings Heading 5
| Font | Circular |
| Weight | 500 (Medium) |
| Size | 18px |
| Line height | 120% |
| Letter spacing | 15% |
| Transform | Uppercase |
M&I Expo is a world-class exhibition
Body Copy (P)
| Font | Circular |
| Weight | 400 (Normal) |
| Size | 18px |
| Line height | 150% |
| Letter spacing | 0% |
A three-day programme incorporating one-to-one pre-scheduled meetings, hosted lunches, and evening socials, bringing you maximum opportunities to connect and foster valuable partnerships.
Application examples
Our application examples demonstrate the craft and consistency that define the M&I brand. By designing, writing, and producing all materials to the highest standard, we ensure that the brand grows stronger and more recognisable over time, reinforcing trust and impact across every touchpoint.
Social posts
Emails
Website
Sales packs
Communications & Tone of voice
How we talk about it
✓
Inspirational
✓
Evolving, exploring
✓
Professional but conversational
✓
Warm in tone and human
Words to use
✓
Inspire
✓
Learn
✓
Authentic
✓
Personalised
✓
Innovate
✓
Collaborate
✓
Empower
✓
Transform
Words not to use
✕
Broadening scope
✕
Edge case resolutions
Photography
View our approved photo library
Explore our pre-approved photo library – a curated collection of high-quality visuals that capture the essence of the M&I Expo experience. These images reflect the brand’s tone, style, and energy, ensuring consistency across all communications. Use this library to enhance storytelling, create visual impact, and maintain a cohesive brand presence across events, digital platforms, and marketing materials.
Support & requests
Design & Marketing requests
If you have a specific design or marketing request, please submit a ticket through our Airtable requests form. Be sure to complete all required fields and include your name so we can follow up with you promptly.
Full brand guidelines
For design and marketing professionals, a comprehensive M&I Brand Guidelines Bible is available. This detailed resource provides complete specifications for typography, colour, logo usage, imagery, tone of voice, and more. It is available upon request to ensure consistent application of the M&I brand across all channels and touchpoints.
Brand support & contacts
For any questions regarding the application or use of the M&I brand, or if you are unsure about any brand-related decisions, please reach out to the appropriate contact:
Design queries
Adam Flanagan
Head of Design, Worldwide Events
aflanagan@wwideevents.com
For questions related to logo usage, colour application, typography, imagery, and overall visual design.
Marketing queries
Greg Taylor
Head of Marketing, M&I
gtaylor@mi-forums.com
For questions related to logo usage, colour application, typography, imagery, and overall visual design.
OUR HYBRID BRANDED HOUSE
M&I Core
M&I Healthcare
LUXE by M&I
M&I Expo
FEATURED EVENTS
A global exhibition for the elite of the MICE industry
14-16 April 2026 | Abu Dhabi
M&I Flagship Antalya
UK & EU buyers 12 – 16 Oct 2025 | TürkiyeM&I Flagship Antalya
Benefit from our signature Flagship ROI in Türkiye’s most up-and-coming MICE destination
M&I Flagship Dubai
UK & EU buyers
30 Nov - 4 Dec 2025 | UAE
M&I Flagship Dubai
Discover the Pearl of the Middle East while building lasting MICE connections
Do you already have a
M&I buyer profile?
Become a healthcare verified venue
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.
What’s included?
- Online and offline sales and marketing positioning
- A physical venue assessment
- Operational processes
- Appointment and training of an individual Venue Healthcare Champion, or your entire sales and operational teams
Our Compliant Venues assessment and training appears to have given bookers in the healthcare industry increased confidence in us. Knowing that we have been assessed and trained in the regulatory and compliance rules of their sector, they feel more reassured than ever that we are best placed to manage their events with expertise and sensitivity.
Tim Chudley
Managing Director, Sundial Group