My- Melbourne's identity

Identity 1

Identity 2

Identity 3

Here are some of the logos I have in mind, if I did get the chance to submit it previously, the design and color chosen is to communicate on the F1 grand prix tracks that Melbourne hosts and took over from the previous tracks in Adelaide and Sydney.  The F1 grand prix has certainly shifted the spotlight to attract worldwide tourist to visit and enter Melbourne city. I believe this can also be an image to identify Melbourne city. 

12. Corporate Identity

Landor Associates, Sydney, September 2009 ‘City of Melbourne Identity’, level eleven, archive. < http://level11.tumblr.com/post/177820498/city-of-melbourne-identity> [Accessed 5 October 2010]

Type ‘Melbourne’s Identity’ in any search engine and this will be the top result received. With the current upcoming global market, increasingly cities and urban regions compete with other places for attention, investment, visitors, shoppers, talent, and events.  Every cities has been became brand conscious, they are aware of their competition, with that they create a logo, the corporate identity of the city, in order to stand out and be seen differently from others. 

Previous Logo of Melbourne's Identity

 Looking at the previous Melbourne city logo, it does not capture any distinguish feature of Melbourne; it looks boring, dull and unattractive. Then at the year of 2009 an event was held to call out creative designers to contribute and design Melbourne’s new logo with defaulted brandmark configurations. Many submissions came pouring in and finally it has been decided to use the logo as shown.

Default Brandmark

 This logo illustrate the design, colors and features of the ACMI building in federation square, it actually looks like a mini version of ACMI but only in a ‘M’ shape.

Finalized Logo of Melbourne's Identity

It seems as though the Melbourne council has chosen ACMI, federation square to represent the logo as Melbourne’s Identity.

11. Federation Square

Federation Square, Melbourne

Dovey, Kim and Woodcock, Ian (2005). ‘Federation’, in Fluid City: Transforming Melbourne’s Urban Waterfront, K.Dovey, UNSW Press, Sydney, pp 93-121

The location where Federation Square stands today used to be ‘the river and the civic axis, which are the two primary linear elements of Melbourne’s urban morphology’ (pp93). Dovey & Woodcock’s chapter speaks about how Federation has modernize and influence Melbourne’s urban image, the development and the construction of Federations and the requirements of the brief to contemplate with the urban lifestyle.

This chapter begins with Federation Square is to introduce Melbourne city and as a gateway connecting both river & parkland. Endured with much hardship, criticism & considerations from every angle like cost and cultural aspect, winners Davidson & Bates fulfilled the challenges of the creative brief by bringing out the identity of Melbourne city.

The critical point of this chapter is how extraordinary and unique the architectural of Federation Square building, that ‘constructs a new “face” & identity for Melbourne city’ (pp105). It is an “enigmatic signifier” which ‘brand Melbourne in both global & local markets’ (pp110). This exceptional masterpiece ‘contains a complex mix of cultural institutions, civic spaces, and commercial activities’ (Davidson & Bates 1999, pp60) for the urban life.

Federation Square bring people locally and internationally together and ‘creates a complex network of experiences, a reaffirmation of the interactive nature of civic life’(Davidson & Bates 1999, pp60). Since winning the Federation Square project in 1997, Melbourne has actually gain 2 valuable citizens when Davidson and Bates resided in Melbourne, Australia.   

   

Extra reference:

Bates, Donald L. and Davidson, Peter (1999). ‘Federation Square, Melbourne, Australia Lab Architecture Studio’, Assemblage, No. 40, The MIT Press, pp 56-67

10. "Eureka" Skydeck

Eureka Skydeck, Melbourne

Some critics have argued that federation square is the identity landmark of Melbourne, some voice out that Eureka Skydeck is the one instead. So, which one is it? Based on other cities’ identity landmark, most of them try to outdo each other by having the tallest building. Is height the main aspect of a city identity landmark? If yes, maybe Eureka Skydeck is the representation of Melbourne’s identity landmark. 

The Eureka Skydeck, the 88 floor amazing architecture which is situated in the Southbank precinct of Melbourne is considered as one of the tallest residential building in the world. Construction of the Eureka Skydeck was dated in 2002 and was open to the public in late 2006. It was design by Melbourne’s own architect named Fender Katsalidis Architects.

A short story behind the name of the tower, ‘the name has a special significance in Australia due to the discovery of gold, which has played a significant role in Melbourne's history. Eureka means 'I've Found It' in Greek’ (Beckers, 2006). The gold has been incorporated into the design which the building’s gold crown represents the gold rush during a Victorian gold rush in 1854. Thus, that’s how the tower found its name.

Typically, most of the articles elaborate further on the materials, the heights and the constructions of the Eureka Skydeck. What I would like to focus on is ‘the edge’ that is the symbolic part which completed the Eureka Skydeck and made it special. The amazing thing about ‘the edge’ is, it is at the very top of the building and when it is extended over the edge, it feels as though one is suspended in mid air about 984 ft high and the thrill of overseeing the whole city with the opaque glass build around it.

Eureka Skydeck is a wondrous architecture building and with its modern and latest publicity, it is probably Melbourne’s next identity landmark.

Reference:

Beckers, Patrick, 2006, ‘Some facts about Eureka tower’, Melbourne Eureka Tower, < http://www.skyscraperpicture.com/eureka.htm> [Accessed 6 October 2010] 

It's a long way to the bottom and there are no parachutes

January 12, 2010

The world-first 'The Edge' at Eureka Skydeck overlooks Melbourne. Photo: Craig Abraham

Michelle Hamer gets a Melway view of the city from 88 storeys up after the fastest lift ride in the southern hemisphere.

WHAT'S about the silliest thing you can do in Melbourne if you have a fear of heights? Are you thinking what I'm thinking? Yep, the 88th floor of the Eureka Tower is definitely the place to be... more

Hamer, Michelle, January 2010, ‘It’s a long way to the bottom and there are no parachutes’, the Sydney Morning Herald, traveler, article < http://www.smh.com.au/travel/travel-news/its-a-long-way-to-the-bottom-and-there-are-no-parachutes-20100111-m2ix.html> [Accessed 6 October 2010] 

According to Hamer’s article, she shares about the thrilling excitement that she had experience on her visit to ‘the edge’ at the Eureka Skydeck. She stated by getting on to the fastest lift ride in the southern hemisphere and standing on the 88 storey makes her feel empower and getting a Melway view of the city from up there. 

She mentioned about her fear of heights, and how her family had supported and encouraged her to overcome it and step in to ‘the edge’. She express how exciting and yet scary she felt by hanging in the glass box and at the end of the article, she includes a short paragraph on the visit, entry and prices.

Pertaining to the article, when one is visiting Melbourne city, never miss out on this breath taking experience provided at Eureka Skydeck.