Industry
We advised and supported the Principality of Monaco in rebranding its state-owned company responsible for Universal and Specialized Expositions. This rebranding effort was part of a broader national branding strategy, aimed at strengthening Monaco’s international image and ensuring coherence across all official representations at global events.
On 15 October 2021, H.S.H. Prince Albert II laid out a grand new vision for the principality of Monaco that included strengthening Monaco’s global influence. As part of this vision the state-run Universal and Specialized Exhibitions agency, Monaco Inter Expo, needed a rebranding to reflect its dual role in preserving Monaco’s traditions and promoting the principality’s modern, forward-thinking vision.
Think Green was asked to support the establishment of a new official, clear, and lasting identity for its state-owned Universal and Specialized Exhibitions company. The challenge was to create a cohesive identity that resonated with both local citizens and a global audience, ensuring Monaco’s message was clear, compelling, and unforgettable.
To establish an official, clear, and lasting identity in line with the Principality’s heritage and ambitions that reinforced Monaco Inter Expo’s official status, we developed a comprehensive branding strategy around three key pillars:
A new name to breed immediate and natural recognition
Renamed Pavillon Monaco, the agency embraced a title that evokes both national representation (“flag”) and hospitality (“home”), capturing its dual role at international Expos.
A symbolic and distinctive identity
We envisioned an identity for Pavillon Monaco inspired by the Principality’s heritage and cultural motifs. From vibrant colors to intricate design elements, every detail was thoughtfully designed to reflect Monaco’s essence. The interwoven structure of the logo, for example, symbolizes circulation, communication, and interconnected relationships to represent Monaco’s interest in building global unity and cohesion.
Reinforcing the role of a pivotal institution
Beyond its rebranding, Pavillon Monaco needed to affirm its position as a key governmental body representing Monaco internationally. The organization’s new image, both physical and digital, needed to drive immediate recognition as an official representative and reinforce Monaco’s position at World Expos and beyond.
Unveiled by HSH Prince Albert himself, Pavillon Monaco’s new identity marked a defining moment in Monaco’s international branding journey. The name Pavillon Monaco provided the company with immediate recognition and reinforced its role as an official representative at World Expos and beyond. By aligning itself more directly with the Principality’s ambitions, Pavillon Monaco also identified itself as a highly strategic and authoritative entity, enhancing its role in forging stronger foreign partnerships and international collaboration.
Think Green is proud to be the official creative partner of Pavillon Monaco at both Expo 2020 Dubai and the upcoming Expo 2025 Osaka, supporting the Principality in strengthening its global presence through strategy, design, and communication.
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