By Daniel Hunter

Olympia London is set to enter an exciting new era as it re-launches with a stylish new brand identity.

The move follows a £30m redevelopment of the venue, which has helped to preserve and improve one of the UK’s best known venues and in turn enhance the visitor experience for both organisers and their guests.

A new brand identity is set to be revealed to the industry at today’s AEO Conference at the Olympia Conference Centre.

The new brand draws extensively on Olympia’s stunning architectural heritage, depicting the ornate barrelled roofs of the Olympia Grand and National.

“Olympia has celebrated 125 years of outstanding events and it is this proud heritage that we wish to build on. The recent redevelopments at the venue have transformed Olympia creating more versatile spaces that complement our first-class customer service. We enter 2013 by re-launching the space with the unveiling of a new, contemporary brand identity that will accompany us on our journey into the next 125 years,” said Nigel Nathan, Earls Court and Olympia group managing director.

As part of the project the venue previously known as Olympia Two will be renamed Olympia Central to reflect its location and accessibility. In response to the changing needs of the industry the space received significant investment in 2012 in order to create a more flexible space suited to launch events. These included infilling the atrium space on the first and second levels and a refurbishment of the facilities in the Conference Centre.

Earls Court will also have a new vibrant logo that reflects the venue’s broad, diverse and colourful range of events.

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