There are several major cities around the world that don’t really stick out when it comes to branding. When you think about it, it’s not all that much difference between that and any company. Melbourne was, until recently, one of those cities. But they’re not any more. I think this is the boldest move, and biggest revamp of an identity, I have seen. Melbourne went from being one in the crowd, with a pretty bland, standard identity (as you can see from the image below) to becoming something else.
Picture from Brand new.
This new identity is exciting, not just because it simply looks good, but because it’s such a unique way to brand a city. I had no relationship with Melbourne before (apart from staying there a week when I was a kid) but now, suddenly, it feels like I know what it’s all about. I like how the M gets all the focus with it’s fat, blocky appearance and the words “City of Melbourne” explains it. It’s a sort of Nike effect, where after seeing that M once you will instantly recognize it. It’s also nice to see something fresh that doesn’t stick to the same safe Serifs as everybody else – to prove heritage.
I have got some criticism, however small, with how they have executed the campaign. They’ve really gone out of their way to produce a lot of different styles, which could become a little bit “too much” if overused. I think the mark looks good as it is and there’s really no need to push it to the limit by having over twenty variations. It’s daring alright – perhaps too daring. The typeface used looks good in capitals, but apart from that looks a little bit off in some of the printed works.
Picture from Level 11.