Will Victoria’s New Brand Identity Hit The Mark?
Victorian Premier Dan Andrews today released a new brand mark for Victoria with a matching sister mark for Melbourne. Mr Andrews told the media; “The new Brand Victoria and Brand Melbourne will replace a patchwork of confusing and disparate branding, with a tourism and marketing campaign to go alongside the new logo. The Premier said the branding was about finding a new way to sell Victoria’s strengths. He said it represented a “fundamental shift” in attracting investment, improving services and creating jobs. Having long scratched our heads at the plethora of brand marks that have bloomed like algae in recent years to represent every different facet of Victoria and the city of Melbourne, the strategy behind this re-design to simplify and clarify gets a huge thumbs-up. The execution of the place-brand identity design on the other hand leaves me uninspired to say the least.