The idea of branding a city has always been an interesting concept to me. Sure, it makes sense, but so rarely are they ever used in a way that reflects the nature of a brand or an ideal. Usually these shitty “logos’ are used as nothing more than a header on letterhead and occasionally tossed onto a city vehicle. From the looks of it, this Melbourne rebranding shines a bright new light to the concept of designing an experience and embarrassing an ideal to reflect onto people as a sort of ambition or milestone for achievement. Hopefully this will become something of a regularity in the future.

Hop on over to the Brand New blog for a closer look at the project and additional info.