AIME has unveiled a new brand identity as Asia Pacific’s largest and longest running business events trade show enters its 34th year, opening a new chapter for one of the region’s most important meetings and events platforms.

The Melbourne based trade show has recorded five consecutive years of growth, strengthening its international profile among hosted buyers, exhibitors, corporate event planners and business events leaders who return each year to connect, share ideas and build new partnerships.

The new identity reflects AIME’s continued growth and its ambitions for the future of the global business events industry. It introduces a brighter and more contemporary visual style built around the tagline, “Bring your ambition to Melbourne. Share it with the world.”

At the heart of the new branding is a distinctive symbol created from directional shapes that subtly form the letters AIME. The design represents connection and movement, two ideas central to the trade show and the wider meetings, incentives, conferences and exhibitions industry.

The new AIME brandmark also draws inspiration from Melbourne’s floral emblem, the native Paper Daisy. Its resilience reflects the idea behind AIME, bringing people from across the global business events community together to create stronger connections and opportunities.

A New Look for a Growing Global Business Events Platform

Melbourne Convention Bureau CEO Julia Swanson says the brand evolution reflects AIME’s growing global standing. “AIME has been the premier platform where international decision-makers connect and build long-term value in Melbourne. As the owners of AIME, MCB is proud to see the event’s identity evolve. The new brand matches the ambition, energy and personality of the show itself, while underscoring AIME’s role in driving real economic and intellectual growth across the globe.”

Talk2 Media & Events was commissioned to manage AIME in 2019. CEO Matt Pearce says the show’s growth over recent years played an important role in shaping the new brand.

“Every year, more than 5,000 people gather for AIME. They come from around the world to build relationships, trade ideas and forge the connections that drive the multi-billion-dollar global meetings, conventions and exhibitions industry forward. Then they disperse across the world, carrying what they learned at AIME back into their own markets and their own work.”

AIME Marketing Director Monica Kent-Giles says the refreshed identity gives the event a more contemporary visual direction while retaining its established character. “We wanted an identity that feels modern, elevated and distinctly AIME. All the design elements, from the custom typography and colour palette to the versatile new symbol, give us a sophisticated, expressive visual toolkit. The refresh honours AIME’s heritage while delivering a brand identity that aligns with where the show is heading.”

AIME 2027 Set for Its Largest Footprint

The new brand comes as AIME prepares for its biggest edition yet, with the domestic and international Hosted Buyer Program now open. AIME Event Director Silke Calder says the timing of the refresh reflects the scale and momentum behind the upcoming event.

“At its core, the team set out to create a new identity that is contemporary and confident, a fresh take on what AIME is. AIME has always been about the strength of community and the magic that happens when people come together to collaborate and exchange ideas. This new brand identity comes at the perfect time as we build towards another record-breaking year for buyers and exhibitors.”

Applications are now open for the AIME 2027 Hosted Buyer Program, which is designed for qualified corporate event planners, incentive specialists and Professional Conference Organisers looking to connect with leading suppliers from across the Asia Pacific business events market.

The program combines expert human curation with AI to create tailored, pre scheduled appointment diaries, connecting hosted buyers with relevant global exhibitors based on their business requirements.

Approved Hosted Buyers receive a supported attendance package that includes complimentary return flights, accommodation and a personalised appointment diary. Participants can also access the Knowledge Monday program, networking opportunities and the annual Welcome Event.

AIME Returns to Melbourne in February 2027

The refreshed branding, created in partnership with Studio Quarantine, will be introduced across AIME’s event touchpoints, digital platforms and marketing campaigns in the months leading up to the 2027 edition.

AIME 2027 will take place at the Melbourne Convention and Exhibition Centre from 15 to 17 February 2027, bringing together international and Australian buyers, exhibitors and business events professionals for three days of meetings, networking and new business opportunities.

With its new visual identity and largest ever footprint, AIME is entering its 34th year with a clear focus on connecting the global business events community with Melbourne and the wider Asia Pacific market.

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