The world’s southernmost metropolis Melbourne, Australia has a new brand image. It makes a strong visual impression, and stands out as a great case study of what’s possible in expressing a sense of place graphically.
Lord Mayor Robert Doyle says ‘the City of Melbourne adopted its leaf logo in the early ‘90s – when George Bush Senior was in the White House and Victoria Beckham was still Posh Spice.’
‘Both the world and the city have changed and the leaf logo no longer reflects modern Melbourne and its true international standing,’ says the Lord Mayor.
Sydney-based Landor Associates was engaged to develop the new corporate identity. They are one of the world’s leading international strategic brand consulting and design firms. The company was paid $AU 91, 000 (US$ 74,000) in ‘preliminary research for the new brand’ and $AU 148, 000 (US$ 120,000) for the design itself.
Last week when Melbourne’s new logo was announced, the fat block of ‘M’ costing for $240,000 was highly criticized.
‘We asked Melburnians what they wanted the City of Melbourne to aspire to; they told us they wanted us to be bold, inspirational and sustainable. The new corporate identity will become an icon for Melbourne and for the City of Melbourne.
The design is multifaceted, representing the diversity of our community and the services we deliver. It will become synonymous with the 24-hour vibrant city we have become and will be immediately recognisable as the City of Melbourne.’
