landor rebrand melbourne
landor rebrand melbourne landor rebrand melbourne
jul 26, 2009

landor rebrand melbourne

the australian city of melbourne was recently rebranded by landor. the new ‘M’ logo replaces the leaf logo which had been in use for the past fifteen years. the city’s mayor robert doyle says ‘the new design will become an icon for melbourne, synonymous with the modern, vibrant, cool city melbourne is today and will continue to be in the future.’

the new design hopes to achieve better identification of services the city of melbourne is delivering, greater brand impact and flexibility, more cost and time-effective in-house design and brand management.

‘it was deemed necessary to rebrand when an extensive audit and review revealed the ‘leaf’ logo to be outdated. after 15 years this was understandable. the creation of one strong masterbrand is an opportunity to build a new identity that resonates with our staff, our community, our customers and for the city of melbourne as an local, national and international destination. looking at other cities such as london or new york you see the strength of their single brand.’

the ‘leaf’ was found to be weak when stacked up against other national and international city brands and there was also little understanding of what the ‘leaf’ represented. In addition, the proliferation of additional logos resulted in a lack of shared understanding of the city of Melbourne exposing a fragmentation of our identity.

the cost for the new design was 147,906 AUD in addition to developmental work which cost 91,652 AUD.

full details of the rebrand can be found here.

via brand new

  • I like it, definitely has more presence than the old logo and looks like it can be used well across many platforms.

    Rat says:
  • love it

    DG-rad says:
  • nice

    pp says:
  • rad use of 250k !.. love it.. oh while your at it, hey put up the car parking to pay for it,, let’s say 20%.. oh you already did that last week ! Bwahahahaah!

    melbgirlispissed says:
  • cool logo, might steal it for one of my design school ideas

    thief boy says:
  • Compared to the old logo, anything would have looked better… What a great way to spend 250k!

    dumbdumb says:
  • Looks like student work… if simplicity is complexity resolved then this has a way to go… not one of Landor’s best examples.

    WTF? says:
  • It’s good to re-highlight that this is a corporate identity. The pulsating heart beat of the M mark does start to grow on me after a while. Not too keen of the whole ‘seeing’ Melbourne through broken glass look though.

    Chan Hin Ching says:
  • A symbol is not just a picture, it is of foremost importance that it holds an emotional or aesthetic connection to what it represents. Principal of marketing company ‘Brand DNA’ Peter Singline enlightens us that the true impact of a symbol is “the meaning we attribute to it that determines the esteem in which we hold the brand”. A shining example of this is the re branding of ‘Coca-Cola’, by Landor. Although the original was designed by Frank Robinson in 1887, Landor remained faithful and merely tweaked it to suit a modern market. They understood that the Coca Cola symbol was not just an attractive image but one that was linked with moments such as dinner with friends and family or having a Whopper meal at Hungry Jack’s on your first date.
    This is what Doyle does not understand, The Melbourne logo can be well researched and designed but without proper knowledge of what it represents, it is simply a hollow image.

    Mete says:

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