Having lived in Sydney for many years it’s interesting to see it compared to other cities, in this case Melbourne. While there are pros and cons for each, Sydney’s new brand identity is a decided runner up.
One theory is that the design is inspired by Sydney’s annual New Years Eve fireworks display. As iconic as the display might be, it’s only on one night a year for around half an hour, obviously it would be silly to brand a city on this single event.
Sydney is an extremely diverse city, in both its surroundings and nationalities of its people, and while I’m sure the design is intended to convey this diversity, I’m just not feeling it.
The monochrome version simply falls flat on its face. While the Melbourne logo design looses a bit of it’s oomph in mono, it’s still obviously reminiscent of Federation Square, the cities cultural and entertainment centre. Sydney’s on the other hand conveys nothing.
I hate to sound like I’m just sticking it to the city that I left behind, because that isn’t the case at all. But having lived there for 27 years you would hope that something, anything, about this logo would speak to me. It doesn’t.
What do you think?
Any Sydney-siders out there who are getting this?