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Melbourne City gets a new logo

written by Marc Katsambis

⇒22 Jul 2009

New City of Melbourne logo

Hot off the press. Melbourne City Council has just unveiled their new $240,000 logo. The newly launched brand, developed by Landor to replace the previously dated design from the 90s follows in the footsteps of the Melbourne Convention and Exhibition Centre’s logo.

Already described as an incarnation of MTV by Monash University’s Francis Farrelly, this new logo presents itself as a prism-esque monogram of the letter ‘M’ with sharp, shard like edges creating a striking 3-dimensional effect.

At first glance, I was a little unsure if I liked it, as it does come across as ‘over-futurized’ and potentially, trying too hard to look like something from the year 3000. Not to mention the miniature rave dance party that’s going off in the top left corner.

However, after studying the logo for more than a nano second, I think the new logo has been well executed with a great style system/colour palette that would roll out nicely on Melbourne City’s streets, ultimately complementing some of the more modern architecture (Federation Square, Southern Cross Station and Olympic Park’s Rectangular Stadium) that have been constructed in recent years.

Melbourne Logo Style System

In all honesty, this logo is already growing on me and I think the new look strikes the right balance to complement the modern and energetic vibe that this glorious city offers. In fact, I’m quietly confident that this rebranding will hold it’s own for (at least) another decade.

As with anything that promotes change, I’m sure this logo, like the 2012 London Olympics logo will create a bit of a stir (although, maybe not as big) so it would be interesting to see what thoughts other folks have on the new ‘Big M’.

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18 Responses to “Melbourne City gets a new logo”

  1. Fabian: 22 July 2009

    Glad to see I’m not the only one liking it. It shows the different facets that is Melbourne.Fashion, art, modern architecture all the assets that make up the cosmopolitan landscape that is Melbourne.

  2. Kai: 22 July 2009

    Nice write up. I like the logo too, especially the ones with the gradients. An update was in dire need – but I still think it’s a hefty burden on tax payers money. I’m sure out of 10 ppl 9 wouldn’t understand why such a logo has to cost several hundred-thousand dollars… Wondering if a cheaper agency/option wouldn’t have done the job just as well…

  3. pjohnno: 22 July 2009

    could it be the yellow peril was also an inspiration?

  4. Marc: 22 July 2009

    @Fabian- Totally agree. It sums up a lot what Melbourne is about in my eyes.

  5. Marc: 22 July 2009

    @Kai – Good point re a cheaper option.

    I mean, I’m sure a lot of research was required for a project of this size which, no doubt, would accumulate a portion of the $240,000 budget. BUT… it’s still a massive amount of money to pay for something that could have easily been achieved by some of the talented designers on LogoPond for a fraction of the price.

    I have no doubt that there will be a lot of complaints from tax payers who ‘don’t get it’ too.

  6. Marc: 22 July 2009

    @pjohnno – Yellow Peril? Please explain…

  7. jcotteri: 22 July 2009

    i love Melbourne..

    I think this will grow on me

  8. jacob: 23 July 2009

    I reckon its great – if melbourne is so progressive to have this new logo, I hope they will do more with the gradients – change them, move them, do different things inside the m shape – that would be a bolder move that matches the city.

  9. Marc: 23 July 2009

    @jacob – Ruth Brown from Crikey has collated a collection of Australia’s major city logos and Melbourne’s is definitely the most progressive of the lot.

  10. haberler: 24 July 2009

    i think its nice logo but it has some shadow,light effect defects :)

    by the way its my website you can check it… haberler

  11. Grant: 24 July 2009

    It looks fine – just strange that it had to be done by a Sydney design house. Were Melbourne’s great design talents invited to participate?

  12. nomi: 29 July 2009

    Melbourne city logo is ripped from here.

    http://logopond.com/gallery/detail/857
    http://rajasandhu.com/melbourne_new_logo.jpg

  13. Jo: 4 August 2009

    Awesome logo.. The whole ‘Jewel’ of a city concept is wonderfully portrayed.. I just wish I had come up with it!

  14. Marc: 4 August 2009

    @Grant – Yeah, I wondered the same thing. I think the major reason for chosing a Sydney design group was to get an outside influence and perspective on the design process. A set of fresh eyes, so to speak.

    Even though there are a bunch of talented designers in this city, it kind of makes sense to get someone else to do it, as we (melbourne Designers) may have been to emotionally attached to the project and given it the wrong treatment – just like the old saying goes – “Can’t see the forest from the trees”.

    The guys at LifeLounge have been having an interesting discussion regarding the same topic. Check it out. A great site too!

  15. Marc: 4 August 2009

    @nomi – Thanks for pointing that out. Within minutes of posting this story, I had a few logo design friends on Twitter say the same thing. It turns out there has been quite a stir in the design traps about the new Melbourne City logo vs Raja’s Merchant Logix logo.

    I can totally see how some people are drawing comparisons – Raja has even taken the liberty of creating a visual comparison of the two logos. However, I personally don’t think this comparison is close enough to be considered a ‘rip off’. Raja has even stated in an interview he recently had with a blog called Logos Guide:

    “There will all ways be similarities, that is in evetable, there is only so much one can do with 2d space and geometric shapes.”

  16. Marc: 4 August 2009

    @Jo – That’s an interesting way of looking at the logo, I haven’t heard/read about the logo being described as a Jewel of the city, but it makes sense.

    Is that your own rationale or something you have picked up?

  17. Marc: 5 August 2009

    Just stumbled across this link (via The Design Files) in regards to Councillor Robert Doyle’s decision to use a Sydney based, American owned design firm (Landor) over “Victoria’s internationally acclaimed graphic designers”.

    Well done to Andrew Ashton and David Pidgeon for writing the letter and making Victoria’s Design Community heard.

  18. Josh Strawczynski: 13 October 2009

    I think I might be the only one that thinks they have gone backwards. There is almost no external marketing value, it is very simple…. just can’t see it guys.

    Nice article, but as per usual councils spend money where it is not required and avoid spending it on essential services!

1 Tweetback to “Melbourne City gets a new logo”

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    livlima (livia lima): 29 November 2009

    Melbourne City gets a new logo inspired by fed square http://bit.ly/143LWw

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