Earls Court Olympia rebrands after buyout

London’s Earls Court Olympia is to undergo a massive rebranding exercise before the end of the year, according to its new chief executive officer. The venue was sold for £183m last week.

The Morris Family, the group behind the Business Design Centre in London’s Islington, sealed the deal for the UK’s second biggest exhibition venue and will now embark on a radical overhaul of the ECO branding.

“There will be a rebranding exercise across the whole company,” says newly appointed ECO chief executive officer Andrew Morris. “Five new brands will be developed very quickly, encompassing corporate identities, literature and façades.”

A paid creative pitch will be set up “within the next few weeks”, with plans for the whole rebranding programme in place “by Christmas”, according to Morris.

Although he is also the BDC director, Morris claims that it will remain a completely separate entity from ECO, with both companies maintaining their individual profiles.