The brand system, in one view.
This page is the canonical, living reference for the Messe Asia brand. The long-form version lives in BRANDBOOK.md in the repo.
The mark.
A monogram, framed — the house initials inside a square keyline:
- 1 · The frame
- A square keyline — unity and enclosure. A fragmented market brought into one focused space.
- 2 · The monogram
- “MA” set in Cormorant Garamond, the display face — the house in two letters.
- 3 · Gold on burgundy
- Crimson lacquer and gold leaf — the palette of Thai temple architecture. The seal’s home colourway.
- 4 · The lotus, retained
- The original six-petal Flower of Life lives on as the decorative ornament and a translucent watermark.
Colour.
Restrained editorial bones — Ink and Paper do the work. Burgundy carries commercial and brand moments (CTAs, featured surfaces). Gilt is the typographic detail (eyebrows, specimen marks). The pairing is the palette of Thai temple architecture — considered, warm, and anchored in the region we work in. Each event keeps its own accent colour for wayfinding.
Primary. Headlines, chrome, body on light.
Default background. Warm, editorial.
Section panels, cards.
Primary commercial accent. CTAs, featured surfaces.
Burgundy hover/pressed, shadow.
Burgundy on dark surfaces.
Typographic detail. Eyebrows, specimen marks.
Gilt on dark/burgundy surfaces.
Secondary text, captions.
Hairline rules, borders.
Event accents
Two families, one rhythm.
Cormorant Garamond for display — editorial, assured, a touch classical. Inter for body, UI and short labels — modern, neutral, highly legible. Noto Sans Thai for all Thai-language copy.
A Bangkok-based MICE organiser building focused trade shows, conferences and exhibitions.
เวทีแห่งเอเชียสำหรับอุตสาหกรรมที่กำหนดอนาคต
Marks & glyphs.
A small vocabulary of ornamental marks used as editorial punctuation — rules, kickers, corner stamps. Use sparingly. One ornament per section, never mixed within a single rule.
Iconography.
A single editorial icon family — 24×24, 1.5 px stroke, rounded caps. Geometry echoes the mark’s curves so badges, navigation and meta labels read as one voice. Use <Icon name="…" />.
Icons inherit colour from their parent. On Ink and Burgundy surfaces, they should be rendered at Paper or Gilt-Bright tones. On Paper, Ink is default; Burgundy for active states and CTA trailing arrows.
How we write.
Operator tone. Specific. Confident without puffery. Favour short declarative sentences. Name the industry, name the audience, name the outcome. Avoid superlatives — "the largest", "world-class", "one-stop" — unless we can prove them.
“Asia’s advanced composites industry, built by operators.”
“The world’s premier, one-stop gateway for the global materials ecosystem.”
Clear space & misuse.
- Leave clear space equal to the height of the mark on all sides.
- Do not recolour the mark outside the Paper / Burgundy / Gilt system.
- Do not stretch, rotate or outline the wordmark.
- Do not place the mark on low-contrast photography without a scrim.
- Event accent colours are for that event only — never mix accents.