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.
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| 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.
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| 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.
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| 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.
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