‘A new icon for global Melbourne’
The City of Melbourne today launched its new brand: an identity that is unifying, positive, future focused and flexible.
In launching the new brand today along with the four year Council Plan, Lord Mayor Robert Doyle said the new look Melbourne logo reflected a city that was now recognised internationally for its diversity, innovation, sustainability and liveability.
“The City of Melbourne adopted its current brand in the early 90’s. Both the world, and the city have changed.
“If you cast your mind back to when the present brand was created, George Bush Senior was the President of the US, some of us were listening to Vanilla Ice and MC Hammer, and Victoria Beckham was Posh Spice.
“We have had a logo that has served us well. However, it no longer reflects modern Melbourne and our true international standing.
“The ‘M’ 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 identity will deliver more impact, be stronger, more flexible and reduce confusion as to who is delivering services. It will build greater long term identification and align with best practice around the world."
"As the need arises to replace infrastructure, release documents and publications, the new logo will be used and new identity rolled out as required.
"The new brand is strong and leading edge and will be instantly recognised as belonging to the City of Melbourne,” the Lord Mayor said.
Chief Executive Dr Kathy Alexander said the City of Melbourne now has a new corporate identity to reflect its global leadership position, unify its range of services and take the new Council into the future.
“The new brand identity will mean increased time efficiencies for the organisation by adapting readily to in-house designs and existing graphic imagery and allow us to build our corporate identity.
"It is important to consolidate our branding as there are now a large number of logos in the marketplace that reflect the work carried out by the City of Melbourne.
"We are conscious of the need to act responsibly with the ratepayers funds and we are rolling out the new brand progressively as things need to be replaced," Dr Alexander said.
“It is a brand for the organisation, businesses, residents and visitors. We are creating a singular identity that will be easier and more cost effective to manage.
“By speaking with one voice, under one brand, we will present a united front with all our individual programs contributing to the City of Melbourne’s reputation for excellence in leadership, innovation and community service,” Dr Alexander said.
