The event, which is organised by Site, includes seminars and workshops from leading figures in the hospitality industry, as well as exhibits from hotels, restaurants and bars in Scotland and the North.
Form was approached to create the identity two months ago, on the basis of its record in event branding, says consultancy partner Paula Benson.
The new identity coincides with a drive to widen the appeal of the event to bars, clubs and cafés, rather than just the traditional hotels and restaurants, says Benson.
As well as introducing new icons, Form has tweaked the original logo, introduced a purple fade background and created a colour-coding system for sections of the event.
Benson says, ‘The old branding was classic but it looked a bit “fuddy duddy”. We’ve tried to make it feel more contemporary, and have used icons from the different industries to show that it is about more than just hotels.’
The new identity will be implemented across sales brochures – which launch at the beginning of May – as well as advertising, e-newsletters, website and wayfinding at the show itself.