Anything but conventional

THE Perth Convention and Exhibition Centre has launched its brandmark (right), a key element in the marketing strategy for the new centre.

The opening of the convention centre might still be a couple of years off, but the brandmark will seed awareness of the centre around Australia and the world.

Developed by local design consultants TurnerDesign, the logo incorporates key aspects of the city of Perth and WA.

The colourful, fan-like identity incorporates aspects of the built and natural environment, featuring colours from the State’s diverse environment.

The shapes are based on the location of the centre on the Swan River nestled in front of the tall city buildings.

As a whole, the shape alludes to the Kangaroo Paw, WA’s native floral icon.

“We wanted to achieve a brand that was synonymous with excellence, exceptional service and the friendly nature of Perth people,” convention centre CEO Peter Brokenshire said.

“I think we have achieved this in the new image, which is also representative of the lifestyle of Perth and WA.”

The strap line that accompanies the brand image reinforces the unique nature of Perth and WA.

‘Beyond the Conventional’ re-iterates the new experiences that await potential delegates at a conference or convention in Perth.

“We are the new kids on the block, so it is vital at this stage of the marketing program to create worldwide awareness of the centre, its team and its facilities, not to forget the beautiful city of Perth, WA,” Mr Brokenshire said.

The launch of the website is planned for early in May and this will act as another marketing tool to reach the lucrative convention and exhibition market.

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