New brand identity unveiled for HD Expo
(USA) – HD Expo, presented by Hospitality Design magazine, has unveiled a new brand identity, marking the next phase in the event’s evolution. Long recognised as hospitality design’s largest annual gathering, HD Expo is sharpening its focus through a rebrand centred on discovery, learning, and connection – experiences that help define what comes next for the industry.
Developed in partnership with global creative agency forceMajeure, the refreshed look introduces the concept of “a portal into possibility,” brought to life through an arch motif inspired by architectural thresholds and spatial transitions.
The form represents both a literal and symbolic passage, inviting attendees into a setting where curiosity sparks collaboration, and inspiration influences real hospitality projects around the world.
As part of the refresh, the event is now presented as HD Expo, a streamlined name that reflects its full scope including conference programming, product sourcing, and relationship building.
The new identity is anchored by a bold colour palette led by vibrant coral and magenta tones, introducing an energy and brightness that mirrors the pace and creativity driving hospitality forward today.
“HD Expo has always been a gathering place for this community, but what we are building now is more intentional, recharged, and aligned with where hospitality design is headed,” said Alison Medina, Vice President and Brand Director. “Our rebrand isn’t just a new look; it’s a signal. It captures the energy across this profession and creates a setting where ideas don’t just surface – they take shape.”
Attendees will experience the reimagined identity firsthand during HD Expo, May 5-7, 2026 at Mandalay Bay Convention Center in Las Vegas. Registration is now open, with more information available on the event website.