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It appears that the "brand" of Melbourne has been redesigned by Cato Purnell Parnters. I have to admit I’m certainly surprised with the direction they’ve taken with this. Melbourne is a very modern, colourful and culturally vibrant city… and they’ve gone with cool tones of blue and smooshed Helvetica bold?
From The Age:
“From market research, Mr Cato said visitors to Melbourne often discovered there were more dimensions to the city than they had anticipated.
"So we're kind of saying it's a bit like an onion — each time you peel back a layer there's a better bit underneath."
The "onion" analogy rings true. Melbourne is indeed a multi-layered city, you discover something new and exciting everyday, but is the turning pages design effective at communicating this? I think blue is certainly a surprising choice. Is it vibrant enough for Melbourne?
At present, I am not sure what to make of this. Admittedly, my inital thoughts about this new logo weren't very positive (10-20 minutes of non-stop ranting) and I understand that "rebranding" a city is possibly one of the toughest briefs a design firm can take on, which is why I've invited you all to please share your thoughts about this. :)
What do you think?