How do you create the visual language for a place?
As the debate continues to bubble along in regards to the new logo for Melbourne, I continue to be frustrated by the lack of discussion around the most critical question; ‘so what does the Melbourne brand look like?’ How should the city of Melbourne be represented in visual language?
The answer to that question lies 50+ hours of professional, insightful design work away, and while I’d love to have the time to genuinely explore that – I don’t. What I do have though is a word cloud of some research we did on ‘what defines Melbourne’ for a brand identity project pitch late last year. In November as part of our brand strategy process we asked more than 100 people to tell us what they thought was most defining about Melbourne as a place. We illustrated the feedback in a word cloud, which is a beautifully graphic way to represent this type of data.
So whilst we can’t show you what the essence of Melbourne looks like, we can show you what the people of Melbourne believe defines the place. As-to how effectively the new brand mark communicates this essence; you can make-up your own mind.