Evaluation of the City of Melbourne’s Logo Redesign
Logo redesign or evolution is similar to change in any other aspect of the business. While an abrupt alteration in the logo design can often break emotional ties with customers, it is also important to keep your business logo updated.
Since logos represent the identity of businesses, a change in design should be able to communicate any change in the company’s ideals.
Like businesses, a city may also need to build a brand identity. The logos of famous cities are used for official purposes such as tourism, events etc. Let’s take a look at the new Melbourne city logo as a successful example of a high profile logo redesign.
In the summer of 2009, the “City of Melbourne” unveiled its new logo, discarding the earlier one that had represented the city for almost two decades. The “City of Melbourne” is a Local Government Area in Victoria, Australia, located in the central city area of Melbourne. It has an area of 36 square kilometers and an estimated population of 93,105 people. The city’s motto is: “She gathers strength as she goes”. It is Australia’s finest center of culture, art, education and entertainment. It is a dynamic, progressive city, renowned internationally for its world class offerings.
This was a major makeover not only because the current logo is a complete transformation from its older counterpart but also because the cost of the redesign was about $240,000. Lord Mayor Robert Doyle introduced this new icon for Melbourne that is synonymous with modernism and progressiveness.
The old logo focused on the city’s heritage and environmental credentials, it needed a new design to suit its current cool sophistication on the world stage. The new logo design for the “City of Melbourne” was developed by the Sydney office of Landor. It is a fat block of “M” which compliments the modern and energetic vibes that the city exudes. This prismatic monogram consists of sharp edges that add striking 3-dimensional effects to the design. Furthermore, it has a great combination of style and a color palette that flatters Melbourne’s modern structures that have been constructed in the recent years like Olympic Park’s Rectangular Stadium, Federation Square, Southern Cross Station, etc. And all the different versions of “M” that we get to see make the city logo even more fascinating.
The money involved in the redesign has raised a few eyebrows as some people are of the opinion that the amount could have been used for better purposes. But this is another example showing how logos are gaining importance with every passing day. Also it is interesting to note that the new logo can prove to be cost effective in the long run by replacing the 50 different logos that were used for its various services. The “City of Melbourne” logo redesign definitely paid off because of its great brand impact and flexibility.
Some other logos that were redesigned recently are:
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