The Meetings Industry Association (MIA) has unveiled a new brand celebrating collaboration and bringing people together.
The colourful new branding has been brought to life by Fore
Studio, who were briefed to modernise and refine the association’s brand, and was unveiled at The Meetings Show.
Taking inspiration from the dot above the MIA ‘i’, its
circular form celebrates collaboration, networking, and fostering positive
relationships while reflecting the core values and objectives of the
association in supporting and bringing people together.
Speaking at the show, MIA chief executive Kerrin MacPhie
said: “Changing the identity of the MIA was something that I wanted to do not
long after I joined in late 2021. But changing the look and feel of something
that's been around for such a long time and has so much brand equity and
credibility, isn’t something you do quickly.”
MIA chief executive Kerrin MacPhie launches the new brand at The Meetings Show Photo Credit: image suppliedMacPhie also shared that the MIA’s
accreditation, previously AIM accreditation, will now feature the new identity
that has helped take the sector through and beyond the pandemic – resulting in
nearly 700 members being part of the association’s huge community.
Describing the new identity as ‘a massive step’, she said:
“Today we're about inspiration. We're about colour. We're about bringing people
together. We're about so much. We now genuinely reflect what we represent,
instead of having to tell people who we are. I believe that is a significant
difference.
“We have been delighted with the feedback on our
new identity with many describing it as really fresh, contemporary and
inclusive.”
