It’s out with the old in with the new in West London this week.

Earl’s Court, the 75-year-old art deco exhibition centre on the Old Brompton Road will soon be demolished to make way for four residential/commercial ‘villages’. However, EC&O, the company which owns both the Earl’s Court and Olympia venues, has announced a rebrand of the Olympia venue to enhance it’s amenities. The company will pour £30 million into the site to develop more flexible space and refurbish the interior of the newly-dubbed Olympia Central.

The redevelopment will also include a rebranding of Olympia’s visual identity. The branding includes a half-‘O’ to represent the venue’s iconic arched, glass roof. The branding will visually unify the centre’s seven disparate venues, as will the physical reboot.

MD of the EC&O Group Nigel Nathan says, “We enter 2013 by re-launching the space with the unveiling of a new, contemporary brand identity that will accompany us on our journey into the next 125 years.”

Kent Lyons, which oversaw the rebrand says that the new visual identity serves to freshen up Olympia’s image with a modernised logo, typeface and palette. Earl's Court, for its part, also received a new, colourful logo.