Melbourne Design Awards - City Design Awards

Melbourne Convention and Exhibition Centre

Melbourne Design Awards 2010 - Winner

Project Overview

Branding and way finding system for the new Melbourne Convention and Exhibition Centre.

Project Team


Melbourne Convention and Exhibition Centre
Petrina Gillespie


R-Co. (Aust) Pty Ltd.
Richard Henderson

Richard Henderson, Maurice Lai, Reisa Renata, Damian McGrath

Project Brief

The new Melbourne Convention and Exhibition Centre is an extraordinary architectural statement. To provide a clear identification of its purpose, an identity program and signage implementation program was required.

Understanding the human dynamic – the signage response was to make the journey experience rewarding, bringing the essence of the MCEC brand to life through engaging directional and informational way finding.

Project Innovation / Need

The brandmark for the Melbourne Convention and Exhibition Centre has been based upon one of the core attributes of the building – its ability to host a variety of activities (both large and small) and deliver an outstanding experience.

In a competitive and congested global marketplace, the identity for the MCEC reinforces its positioning as ‘Melbourne’s Meeting Place’. As a meeting place for conventions and exhibitions, the graphic ‘M’ symbolised both function and form, creating a striking and timeless reference point.

The brand strategy has been extended to signage, web collateral, corporate information, advertising and promotion.

Design Challenge

The design challenge of the brandmark was to incorporate an optical illusion that reinforces a sense of space.

The challenges were about large number of people concise and effective wayfinding systems to people unfamiliar with the venue.

We had to create a brand for a world-class exhibition venue and architectural statement.

The Melbourne Convention Centre has been fully integrated with the Melbourne Exhibition Center to create the most versatile and advanced convention and exhibition centre in the Southern Hemisphere.


Local sourcing, reusing materials and selective sign use to minimise waste.