EAG has completed a rebrand, the first undertaken since it emerged from ATEI. Centred on the concept of ‘The Smile Economy’, the new-look EAG 360 introduces a clear brand hierarchy and structure, creates scope for growth through the addition of complementary co-located events, and reinforces the exhibition’s status as a hub of innovation, inspiration and the place to do business.
EAG has laid the foundation stones of its ‘fit for the future’ campaign with the completion of a rebrand that reflects the fast-moving dynamics and opportunities of the sectors that it serves.
Launching July 1, the rebrand has seen the deployment of a cleaner more contemporary typeface, a defined brand hierarchy, nuanced event titles, and the adoption of ‘The Smile Economy’ as a consistent tagline. It provides a chassis for a co-location-based expansion of EAG 360 as well as the addition of new zones within the existing show reference points.
As part of the design strategy EAG Expo becomes EAG 360 with the sector-specific exhibition brands comprising CompsocUK, London Gaming Show and Amuse Expo.
Explaining the strategy, process and purpose of the rebrand, which is the first undertaken since EAG emerged from ATEI, show Chairman Nick Harding said: “First of all I would like to thank the industry personalities who agreed to participate in the telephone research and Teams calls that we undertook as part of the process and whose insight helped to inform the rebrand. It’s tremendously encouraging to have such an engaged community of stakeholders who care so passionately about the development of their exhibition.”
He continued: “The strategic objectives we set for the rebrand were to address both the here and now but just as importantly to be ‘fit for the future.’ Establishing a set of clear design rules means that we can seamlessly add new co-located event brands to sit alongside CompSocUK, London Gaming Show and Amuse Expo, in the process adding to our stakeholder communities and enhancing the overall show experience.”
Addressing the creation of ‘The Smile Economy’ tagline he added: “All of the feedback gathered from our interviews underscored the pride that respondents feel at being part of the industry. Across all three sectors, fun and entertainment were the most frequently quoted descriptives. As such, we have adopted ‘The Smile Economy’ as our overarching core message and the thematic focus which unites all aspects of EAG 360.
“EAG 360 sets the tone for the year ahead and I am excited to be able to harness the power of the re-energised and integrated brands to meet the business needs of the sectors that we serve.”
The roll-out of the rebrand across all channels and assets will be completed by August. An electronic Style Guide can be obtained by emailing Marketing Manager:
Expo by design
Nick Harding said……. “The strategic objectives we set for the rebrand were to address both the here and now but just as importantly to be ‘fit for the future.’ Establishing a set of clear design rules means that we can seamlessly add new co-located event brands to sit alongside CompSocUK, London Gaming Show and Amuse Expo, in the process adding to our stakeholder communities and enhancing the overall show experience……
Originally published on Coinslot on June 29, 2026. Republished with permission.