Designing a flexible and future-focused image

We created a destination brand that reflects Melbourne’s cool sophistication, captures its people’s passion, and provides the city with a unified, flexible, and future-focused image to help overcome political complexities and unite the disparate range of government entities.


City of Melbourne


Tourism & destinations

Identity & design

Desktop and Marketing magazines 2012
Top 10 Australian logos of all time

Third best

Graphis Design 2011

Australian Graphic Design Association (AGDA) Biennial Awards 2010
Distinction (Identity/Typography)
Distinction (Identity/Logo)

WPPED Cream Awards
Winner (Packaging Brand)

Worldwide Logo Design Awards (WOLDA) Best of Continent (Oceania), Best of Nation (Australia)


Melbourne is a dynamic, progressive city, internationally recognized for its diversity, innovation, sustainability, and livability. The City of Melbourne Council supports the city’s world-class offerings, represents it nationally and internationally, and ensures it remains a preeminent Australian center for culture, arts, dining, entertainment, education, and shopping. Since implementing its previous identity 15 years ago, Melbourne has experienced significant change. As a result, the Council had accumulated a range of isolated logos for various services, which had become increasingly difficult and costly to manage. The fragmentation of Melbourne’s identity meant equity was driven away from the core brand, and the Council realized that it needed a long-term solution.


The City of Melbourne Council asked Landor to develop a cohesive brand strategy and new identity system. The challenge was to reflect Melbourne’s cool sophistication on the world stage, capture the passion of its people, and provide the city with a unified, flexible, and future-focused image. The new identity needed to overcome political complexities, improve the cost-effectiveness of managing the brand, and unite the disparate range of entities (including the Council, the city of Melbourne’s destination brand, and an ever-growing portfolio of different initiatives, programs, services, events, and activities).


We built the branding program based on the results of a thorough audit of Melbourne’s various identities and its long-term sustainability and strategic plans. The audit assessed public opinion and interviewed stakeholders who included local government officials, business owners, and community representatives. At the heart of the new design, the bold “M” presents a full expression of the identity system—immediately recognizable and as multifaceted as the city itself: creative, cultural, sustainable. A celebration of diversity and personal interpretation that is both future-proof and iconic.

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