| Merchandise Mart Properties, Inc. (MMPI), a division of Vornado Realty Trust, is the world's leading owner and operator of showroom buildings and trade show facilities, bringing buyers and sellers together in more than 300 market events, trade and consumer shows and conferences each year. |
An identity or logo has the potential to communicate a history, a position and a theme—all while extending the brand. To visually communicate the story of Merchandise Mart Properties, Inc. (MMPI), we were inspired by the simplicity of a square. The square is the essential building block to MMPI's story because it represents buildings, booths, city blocks, communities and trade show floors. The boundaries of a square create space. MMPI is in the business of developing, managing, selling and marketing space. The word "marketplace" is synonymous with "square." Overlapping squares illustrate buyers and sellers coming together in the marketplaces created in MMPI's buildings, shows and events. Taking inspiration from the space created by a square, we've developed a simple yet powerful identity that successfully communicates MMPI's mission—at the intersection of buyers and sellers.
