Brand ‘Melbourne’
Posted by Jason Dunstone on July 31st, 2009 at 5:45pm
There is some controversy surrounding Melbourne’s new city logo to a non-local.
The comments I posted on B&T follow:
“Just a quick one, and I don’t know the in’s and out’s of this issue. While the discussion of brand Melbourne is interesting, I think that a degree of level-headedness is required when thinking about involving a non-local design agency. Yes, there are many great Melbourne designers, yet sometimes when it comes to location [city / state] branding locals cannot see the wood for the trees so to speak. Over recent years I’ve managed a few location branding research projects – make the move to X or how to position Y. We’ve seen some real clangers from local creative agencies way too close to be neutral in the branding. They can be patronising or even blind. Totally agree with Peter Singline that a brand should build on existing core values. However, sometimes a fresh set of eyes, ears and brains are what’s necessary to rejuvenate. No matter where, when a piece of ad or design work for a local icon leaves the State anger surfaces. But, take a chill-pill guys, you can always look to brand Sydney, Brisbane etc. My two cents for what they are worth …”
http://www.bandt.com.au/articles/34/0C062C34.asp#comment-13733912
http://www.landor.com/index.cfm?bhcp=1
Posted in Branding
I completely agree with the notion that the branding for the City of Melbourne needed an external view point.
The end result is a sophisticated mark that transcends the literal aspects of the city — parks, laneways, stadia, cultural precincts etc — and reflects the intangible personality of Melbourne.
The graphic system is well thought out and, overall, does reflect the brand well.
It is also great to see identity design being discussed in the public forum, particularly with so many ‘big’ names offering their insights.
Posted by Nic Eldridge on August 3rd, 2009 at 1:32pm