The City of Melbourne, Australia is recognized as a center of culture, arts, education, and more. It is known for its cultural diversity and the many programs and activities the city sponsors. Melbourne’s new brand had to reflect this multifaceted identity.
The graphic, bold “M” is the main component that defines Melbourne’s new identity. The main “M” is blue-green and fractured, showing the various fragments of Melbourne’s culture that combine to create the whole “sophisticated cool” persona of the city.
The other “M”‘s are filled with different patterns, all of which are somewhat architectural, that represent the individual features of the city while still being recognized as part of the larger brand.
The brand is strong, dynamic, and cohesive. It accurately represents the City of Melbourne and all it has to offer.