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May 20
Melbourne, Australia identifies as a modern and dynamic city through their new brand
By Lacey Ackerman
The city of Melbourne, Australia invested in re-branding themselves, replacing their old identity and logo that was designed in the 90's. The goal: to create a hip, vibrant, trendy brand that captures the city's dynamic character. The city represents sustainability, innovation, and a sense of culture. It was important to the city that the new identity reflected this.
After plenty of planning and research, Landor, a Sydney company, developed a brand that identifies Melbourne as a city full of events, arts, dining, entertainment, culture, education and shopping, of course. The new logo, a bold "M" shows impact, is cutting-edge, memorable, and sets the branding apart from other cities, which frequently use common, lowercase san serif fonts. The fact that the logo is versatile, I think, is one of its strongest assets, making it easy to utilize on other marketing materials and collateral.
You can checkout more examples of how the new identity has been used at Adweek.
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