The city of Melbourne, Australia revealed their new brand identity yesterday. The logo was developed by Landor’s Aussie branch. Preliminary research for the logo came in at about $74,000 and the design itself cost $120,000. Those who have rebranded destinations know they should have paid twice that given the politics of the work. ~ Source
Melbourne’s website quotes CEO Dr Kathy Alexander in saying the City will benefit from the logo in the following ways:
* 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
Above you can see the identity system in use.
Below you can experience the new identity via video.