Mercer Exhibitions Brand Identity Refresh
Budget: $30 – $250 USD
Project Scope: Mercer Exhibitions
Mercer Exhibitions – Brand Identity Refresh
#Project Objective
To develop a refreshed brand identity for Mercer Exhibitions that reflects its evolution as a forward-thinking, system-led exhibition partner. The rebrand will reference the clean, modular aesthetic of beMatrix Belgium, while retaining recognisable elements of the current logo to ensure continuity. The new identity should visually communicate Mercer’s alignment with system build (specifically beMatrix), professionalism, quality of finish, and innovation within the exhibition space.
Scope of Work
Brand Strategy & Positioning
* Define updated brand values, tone of voice, and messaging pillars
* Position Mercer Exhibitions as a premium, reliable, and efficient partner within the European exhibition industry
* Highlight Mercer’s core offering: high-quality, system-led exhibition stands (notably beMatrix builds)
Logo Redesign
* Create a simplified, modernised version of the current Mercer Exhibitions logo
* Retain key design elements that nod to the original logo for brand recognition
* Incorporate subtle structural cues or forms inspired by **beMatrix frames** (e.g. grid, corner connections, or modular outlines)
* Ensure the logo is versatile for use across print, digital, uniforms, fleet, and system branding
Visual Identity System
* Typography: Clean, geometric sans-serif fonts in line with modular design aesthetics (inspired by beMatrix)
* Colour Palette: Streamlined palette with strong use of white space, accent colours for clarity and contrast
* Graphic Elements: Frame-like lines, corner notches, or structural references to beMatrix
* Imagery Style: Show-ready builds, system behind-the-scenes, and detail-oriented craftsmanship
Deliverables
* Finalised logo files (print & web formats – .AI, .EPS, .PNG, .SVG)
* Brand guidelines document (fonts, colours, spacing, usage examples)
* Business stationery mockups (email signatures, business cards, letterhead)
* Social media assets (profile icons, banner templates, post treatments)
* Vehicle and uniform brand mockups (optional)
* Presentation template (PowerPoint/Keynote)
Out of Scope
* Website redesign (to be scoped separately)
* Stand design concepts (included only for brand visualisation)
---
Timeline (Suggested)
| Phase | Task | Timeframe |
| -------- | ----------------------------------------- | --------- |
| Week 1 | Brand audit & briefing |
| Week 1 | Logo concepts & refinement
| Week 2 | Visual identity & applications
| Week 3 | Final delivery & brand guideline handover |
---
Inspiration & Visual Reference
beMatrix Belgium: Clean, structural branding with clarity and simplicity
Existing Mercer logo: Retain core recognisability through type or layout, while modernising execution
Key Considerations
The new brand must reflect Mercer’s reputation for **professionalism**, **attention to detail**, and **system-first installation**.
* Visual identity should resonate with both exhibition organisers and end clients.
* Must scale well across digital and physical formats — from a beMatrix panel insert to a LinkedIn banner.
--
Mercer Exhibitions – Brand Identity Refresh
#Project Objective
To develop a refreshed brand identity for Mercer Exhibitions that reflects its evolution as a forward-thinking, system-led exhibition partner. The rebrand will reference the clean, modular aesthetic of beMatrix Belgium, while retaining recognisable elements of the current logo to ensure continuity. The new identity should visually communicate Mercer’s alignment with system build (specifically beMatrix), professionalism, quality of finish, and innovation within the exhibition space.
Scope of Work
Brand Strategy & Positioning
* Define updated brand values, tone of voice, and messaging pillars
* Position Mercer Exhibitions as a premium, reliable, and efficient partner within the European exhibition industry
* Highlight Mercer’s core offering: high-quality, system-led exhibition stands (notably beMatrix builds)
Logo Redesign
* Create a simplified, modernised version of the current Mercer Exhibitions logo
* Retain key design elements that nod to the original logo for brand recognition
* Incorporate subtle structural cues or forms inspired by **beMatrix frames** (e.g. grid, corner connections, or modular outlines)
* Ensure the logo is versatile for use across print, digital, uniforms, fleet, and system branding
Visual Identity System
* Typography: Clean, geometric sans-serif fonts in line with modular design aesthetics (inspired by beMatrix)
* Colour Palette: Streamlined palette with strong use of white space, accent colours for clarity and contrast
* Graphic Elements: Frame-like lines, corner notches, or structural references to beMatrix
* Imagery Style: Show-ready builds, system behind-the-scenes, and detail-oriented craftsmanship
Deliverables
* Finalised logo files (print & web formats – .AI, .EPS, .PNG, .SVG)
* Brand guidelines document (fonts, colours, spacing, usage examples)
* Business stationery mockups (email signatures, business cards, letterhead)
* Social media assets (profile icons, banner templates, post treatments)
* Vehicle and uniform brand mockups (optional)
* Presentation template (PowerPoint/Keynote)
Out of Scope
* Website redesign (to be scoped separately)
* Stand design concepts (included only for brand visualisation)
---
Timeline (Suggested)
| Phase | Task | Timeframe |
| -------- | ----------------------------------------- | --------- |
| Week 1 | Brand audit & briefing |
| Week 1 | Logo concepts & refinement
| Week 2 | Visual identity & applications
| Week 3 | Final delivery & brand guideline handover |
---
Inspiration & Visual Reference
beMatrix Belgium: Clean, structural branding with clarity and simplicity
Existing Mercer logo: Retain core recognisability through type or layout, while modernising execution
Key Considerations
The new brand must reflect Mercer’s reputation for **professionalism**, **attention to detail**, and **system-first installation**.
* Visual identity should resonate with both exhibition organisers and end clients.
* Must scale well across digital and physical formats — from a beMatrix panel insert to a LinkedIn banner.
--