Recent article published in the Melbourne Leader in response to the launch last week of the new
City of Melbourne Brand Identity. There has been much debate centered around the question of whether an international brand agency from Sydney was the right choice to design a logo that is all about Melbourne.
The article quotes Storm Creative Director as the brand expert. Interestingly, many of David’s comments are miss-quotes or entirely made-up, but who are we to let accuracy and finicky detail get in the way of a good story.
Most importantly, neither this article nor any of the others that have covered the topic enter into a debate about whether-or not the new identity accurately and evocatively communicates the rich spirit and personality of Melbourne. In all the debate about where the designer came from and how much was spent on the project, the most important aspect has been entirely overlooked – does the new brand mark communicate a sense of Melbourne? In our informed and entirely passionate opinion, it does not.