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Logo
Colour palette
Typography
Applications
Tone of voice
Photography
Support & requests
About LUXE by M&I
Designed for luxury brands and venues that offer world-class hospitality and want to promote themselves to top buyers organising high-end incentive events and VIP groups. LUXE is a gathering of prestigious luxury venues and properties around the world. Our most premium 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 brand within the M&I portfolio. The product name takes precedence, with “LUXE” appearing before “M&I”, signalling its unique status.
The identity is crafted to appeal to a high-end luxury market, with fewer common threads to the M&I Core brand. It 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 tailored for a premium aesthetic
This distinctive approach allows LUXE by M&I to stand apart from the rest of the portfolio while still being recognisable as part of the wider M&I brand family.
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. In addition to the logotype, there is also the LUXE crest.
The crest is not part of the logo, but a recognisable brand symbol that works alongside the primary logotype. Its use should always be considered through design thinking – applied deliberately and with purpose, never as decoration for its own sake. The crest is most effective when used in premium or selective contexts, reinforcing the brand’s luxury positioning without overshadowing the logotype.
Primary LUXE logotype
White logo for dark backgrounds
Dark Fawn logo for Light backgrounds
LUXE Crest
Marigold crest for dark solid fill backgrounds
White crest when overlaid on top of images
Fawn crest on light backgrounds
LUXE logotype & Crest lockup
Crest should be scaleable in relation to the height of the logo. For example: 1x (same height) 2x, 3x etc
Full colour logotype & crest lockup for dark solid fill backgrounds
White logotype & crest lockup for when overlaid on top of images
Dark Fawn logotype & crest lockup for Light backgrounds
Mono M&I logo
Within the LUXE by M&I environment, this is the only occasion where the general rule of the M&I Core logo being dual-colour is set aside. In this context, the logo is applied in a single-colour (mono) version.
The rationale behind this exception is that LUXE takes precedence in the hierarchy. By removing the Coral accent, the mono version creates a refined, understated, and high-end aesthetic that aligns seamlessly with the luxury positioning of the sub-brand.
The mono M&I logo is not required on all LUXE visuals. Instead, it should be used sparingly and with intention – for example, at a small scale on the cover or back cover of a pack or presentation. In these contexts, it serves to provide clarity and context that LUXE is a product brand within the wider M&I portfolio, without distracting from the LUXE identity.
White logo for dark backgrounds
Dark Fawn logotype & crest lockup for Light backgrounds
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 to maintain visual harmony and brand consistency. The examples provided below must not be altered – always use the approved versions included in these guidelines to ensure a professional and cohesive presentation of the LUXE by M&I event name across all communications.
Product names
2025/2026 Event names with buyer audience
The LUXE collective stamp
The LUXE Collective Stamp serves as an accreditation mark for attendees. It is provided to clients as a visual symbol of their participation in the 2026 LUXE by M&I events.
The stamp acts as a badge of association with the LUXE community, reinforcing the prestige and exclusivity of the brand. It may be used by attendees across their own communications, marketing materials, or digital platforms to showcase their involvement.
As with all brand assets, the stamp should be applied consistently and without alteration. Approved versions of the stamp are available within the brand library and must always be used in accordance with these guidelines.
Light stamp for dark backgrounds
Dark stamp for light backgrounds
Colours
The LUXE by M&I colour palette has been crafted with clear intention to support the brand’s luxury positioning. It takes a minimalist approach, with colour applied selectively to create impact without overwhelming the design.
The palette leans towards a dark, refined aesthetic to convey a sense of premium quality and exclusivity. The vibrancy of Marigold is used sparingly – applied only in subtle hints or accents – to add warmth and distinction while maintaining sophistication.
This restrained use of colour ensures that the identity feels elevated, timeless, and aligned with luxury markets, while still remaining recognisable within the broader M&I family.
Dark fawn
HEX 13130E
LIGHT FAWN
HEX 25261B
MARIGOLD
HEX D68B30
LINEN
HEX ECE9E5
DARK LINEN
HEX E6E0D2
Incorrect colour usage
Don’t use colours together that cause difficulty visually
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 for links and key information
Typography
LUXE by M&I employs a carefully considered combination of typefaces to strike the right balance between differentiation and brand consistency.
- Adobe Garamond (Serif) is used for headlines and statements, introducing elegance and refinement that conveys a distinct luxury tone.
- Circular Light (Sans Serif) is used for smaller headings and body copy, maintaining clarity and modernity while preserving a subtle thread of consistency with the M&I Core identity.
This pairing of serif and sans serif creates a sophisticated hierarchy: Garamond provides character and distinction, while Circular ensures legibility and a continued connection to the wider M&I brand family.
Primary font
Headlines
Fallback font
This front is a system font, use in instances Garamond Pro is not available to you
Typography hierachy
Our typography system is designed to bring clarity, consistency, and rhythm to all LUXE by 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 | Adobe Garamond Pro |
| Weight | 100 (Light) |
| Style | Italic |
| Size | 84px |
| Line height | 110% |
| Letter spacing | 0% |
Venice
Headline (H2)
| Font | Adobe Garamond Pro |
| Weight | 400 (Normal) |
| Size | 42px |
| Line height | 120% |
| Letter spacing | 0% |
Our most premium event experience
Statement / Intro (H3 / lead-in):
| Font | Adobe Garamond Pro |
| Weight | 400 (Normal) |
| Size | 28px |
| Line height | 120% |
| Letter spacing | 0% |
The LUXE story
Subsections (H4)
| Font | Circular |
| Weight | 400 (Normal) |
| Size | 21px |
| Line height | 120% |
| Letter spacing | 15% |
The M&I story
Micro-headings Heading 5
| Font | Circular |
| Weight | 500 (Medium) |
| Size | 18px |
| Line height | 120% |
| Letter spacing | 15% |
| Transform | Uppercase |
The M&I Story
Body Copy (P)
| Font | Circular |
| Weight | Light |
| Size | 18px |
| Line height | 150% |
| Letter spacing | 0% |
Over the years we’ve listened, evolved and perfected the trade show experience. The result? A much more effective way to network.
Application
Our application examples demonstrate the craft and consistency that define the LUXE by 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
Event branding
Terminology for Event Operations & Programme
✓
LUXE - should always be written in capitals
✓
Attendees - Guests
✓
Buyers - Curators (use as synonym and to elevate copy in Marketing, CS, notifications but not compulsory everywhere)
✓
Suppliers - Luxury Providers (use as synonym and to elevate copy in Marketing, CS, notifications but not compulsory everywhere)
✓
Destination Discovery – Shared Experiences
✓
Site Visit - Property Showcase
✓
Community - Collective
✓
Meetings - Signature Meetings
✓
Networking evenings - Soirée
Tone of voice
How we talk about it
✓
Premium
✓
Luxury
✓
Sophisticated and classy but not boring
Words to use
✓
High-end luxury clientele
✓
Personalised
✓
Curated
✓
Hand-selected
✓
Premium
✓
For those influencing the luxury incentives industry
✓
Exceptional experiences
✓
Connect
✓
Exclusive
✓
Incentives
Words not to use
✕
Fun
✕
Nightlife
✕
M&I after dark
✕
VIP
✕
Let your hair down
✕
Buzzing
✕
Massive
✕
Awesome
✕
Amazing
✕
Upscaled
✕
Blown away
✕
Function
✕
Facilitate
✕
Epic
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. 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