The logo was developed by the Australian branch of Landor Associates for just shy of $200,000 and according to CEO Dr Kathy Alexander has the following objectives:
- Consolidation of multiple logos into a single, strong, cutting-edge design
- Better identification of services City of Melbourne is delivering
- Greater brand impact and flexibility
- More cost and time-effective in-house design and brand management
Below are a dozen alternate colour schemes, as well as the final mark which is said to represent the cultural and artistic nature of Melbourne.
The new branding of Melbourne city appears heavily inspired by Melbourne’s Federation Square and while I like the full colour render, I think the message is somewhat lost on the black-only version. Besides that, It’s a great improvement over the old logo.
The “leaf” logo has been in use now for 15 years and was found to be outdated, weak when compared to other national and international city brands and with a score of additional logos leads a somewhat fragmented image.
As a result, Melbourne’s annual design costs are said to be nearly $100,000 and their new unified brand images is set to negate this. Last but not least, is some printed collateral to accompany their new brand image.
What do you think of Melbourne’s new brand identity?
As with any large re-brand their is going to be a lot of love/hate going around, but at the least it’s a big improvement in my book.