About LUXE by M&I
Designed for luxury brands and venues that want to promote themselves to elite buyers who focus on high-end incentive events and VIP groups, LUXE is our most exclusive event experience.
LUXE by M&I is the reason our brand architecture is defined as a hybrid branded house. Unlike other offerings, LUXE is positioned to act more as a standalone identity within the M&I portfolio. The product name takes precedence, with “LUXE” appearing before “M&I”, signalling its unique status.
The identity features:
- A custom logotype and a distinct brand symbol
- Rare use of the M&I Core logo alongside LUXE
- Its own dedicated colour palette and typography system
LUXE by M&I logo
The LUXE by M&I logotype is the primary logo and should be used as the main identifier across all applications. The LUXE crest is a recognisable brand symbol that works alongside the logotype — applied deliberately, with purpose, never as decoration.
Primary LUXE logotype
LUXE crest
LUXE logotype & Crest lockup
Crest should be scaleable in relation to the height of the logo. For example: 1x (same height), 2x, 3x.
Mono M&I logo
Within the LUXE by M&I environment, the M&I Core logo is applied in a single-colour (mono) version. Used sparingly — for example at small scale on covers — to provide clarity that LUXE is a product within the wider M&I portfolio.
Logo safe area
Incorrect usage
Don't rotate the logo
Don't change logo colours
Don't stretch or alter the shape of the logo
Event product lockups
Our event product lockups are carefully designed with precise ratios and spacing. Always use the approved versions to ensure a professional and cohesive presentation of the LUXE by M&I event name across all communications.
The LUXE collective stamp
The LUXE Collective Stamp serves as an accreditation mark for attendees, given to clients as a visual symbol of their participation in the 2026 LUXE by M&I events.
Colours
The LUXE by M&I palette is minimalist and refined, leaning towards a dark, premium aesthetic. The vibrancy of Marigold is used sparingly as a subtle accent. This restrained use of colour ensures the identity feels elevated, timeless, and aligned with luxury markets.
Incorrect colour usage
Don't use colours together that cause difficulty visually
Don't mix and match the vibrant colours
Don't use text in colour unless agreed with the Design Team
Typography
LUXE by M&I employs a carefully considered combination of typefaces. Adobe Garamond (serif) is used for headlines and statements, introducing elegance and refinement. Circular Light (sans serif) is used for smaller headings and body copy, maintaining clarity while preserving a thread of consistency with M&I Core.
Headlines — Adobe Garamond Pro
Install Adobe Garamond ProBody — Circular Light
Download Circular LightTypography hierarchy
Hero / Campaign Line (H1)
| Font | Adobe Garamond Pro |
| Weight | 100 (Light) |
| Style | Italic |
| Size | 84px |
| Line height | 110% |
Venice
Headline (H2)
| Font | Adobe Garamond Pro |
| Weight | 400 (Normal) |
| Size | 42px |
Our most premium event experience
Statement / Intro (H3)
| Font | Adobe Garamond Pro |
| Weight | 400 (Normal) |
| Size | 28px |
The LUXE story
Body Copy (P)
| Font | Circular |
| Weight | Light |
| Size | 18px |
Over the years we’ve listened, evolved and perfected the trade show experience.
Application
Our application examples demonstrate the craft and consistency that define the LUXE by M&I brand — every touchpoint reinforces trust and impact.
Terminology for Event Operations & Programme
Tone of voice
How we talk about it
Words to use
Words not to use
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 LUXE by M&I experience.
Photo librarySupport & requests
Design & marketing requests
If you have a specific design or marketing request, please submit a ticket through our Airtable requests form.
Design & marketing requestsFull brand guidelines
For design and marketing professionals, a comprehensive M&I Brand Guidelines Bible is available upon request.
Request full brand guidelines
