About the new logo of Melbourne:
The city of Melbourne, Australia revealed their new brand identity yesterday. The logo was developed by Landor’s Aussie branch. Preliminary research for the logo came in at about $74,000 and the design itself cost $120,000. Those who have re-branded destinations know they should have paid twice that given the politics of the work
Lord Mayor Robert Doyle announces the new identity:
“The ‘M’ design will become an icon for Melbourne, synonymous with the modern, vibrant, cool city Melbourne is today and will continue to be in the future.
“The new identity will deliver more impact, be stronger, more flexible and reduce confusion as to who is delivering services. It will build greater long term identification and align with best practice around the world.”
“The new brand is strong and leading edge and will be instantly recognised as belonging to the City of Melbourne.”
Melbourne’s website quotes CEO Dr Kathy Alexander in saying the City will benefit from the logo in the following ways:
› Consolidation of multiple logos into a single, strong, cutting-edge design.
› Better identification of services City of Melbourne is delivering.
› Greater brand impact and flexibility.
› More cost and time-effective in-house design and brand management.
Video about the new identity :
Interview with Raja Sandhu :
I am asking Raja Sandhu some questions about this case :
Most of people and designer say this logo is great, flexible and very engaging what you think about this logo?
Firstly, thank you for the opportunity to speak about this.
I am not familiar with the essence and culture of the city, so it would be difficult for me to say if it is great in that regard. Speaking in terms of design, I think the logo is nice but I could not say it’s great. Being multifaceted, I can see how elements of the logo can be leveraged across multiple mediums, thus making it flexible for brand extensions. The logo does engage the viewer by firstly being new, and secondly it is made up of different elements from which people will search for reason and meaning. Whether that is detrimental or not, is undetermined by myself.
why you think the new logo of Melbourne was inspired by you? Maybe just Similarity design?
I don’t know if the logo was inspired by logo design but at first glance it certainly reminded me of something I had created 5 years ago that was published in LogoLounge 3, a design inspiration book. The new Melbourne city/counsel logo was pointed out to me by others in the design community who had an aggressive opinion on the side of “heavily inspired” . I received over 500 emails in a couple of days regarding the issue, which is what encouraged me to garner the opinions of the design community and post on forums, facebook, etc. That lead to interviews with reporters of national newspapers in Australia. The issue, if any, is making it’s way around the blogosphere (I hate using that word haha). As you post in your question, it can be merely a similarity. I have not spoken to the firm or the city, so I have no idea myself. I have not taken any sort of implicit actions or made an accusatory comments. I have not intention to ‘slander’ or ‘defame’ anyone. In the end, if this was inspired by my work, I am extremely flattered that Landor, one of the best multinational design firms in the world could see something in me. (photo explain that)
In designers community there are a lot of cases like this “Similarity between the ideas and inspiration”, In your opinion what is the reasons? Did you think the logo Galleries is reason?
There will all ways be similarities, that is in evetable, there is only so much one can do with 2d space and geometric shapes. Sometimes they are too close for comfort, sometimes they are blatant rip-offs (I had a case of this which was dealt with in court and was solved by the other company removing their new logo.) It really depends on what level of businesses you are talking about though. From my personal experience, it’s the smaller companies that do this type of thing or the ‘fly by night’ internet based businesses. It’s not as common at the larger scale (fortune 500 companies for example). Although online galleries bring more logos to the surface and thus make more logos visible, I can see a possible connection to having more to be ‘inspired’ by.
what about the cost, did you think it deserves all this?
Again, not knowing the entire scope of the project requirements and what is to be delivered, I can not comment on the price tag. Being in the industry for 6 years, I know this figure, in relation to other re-brands is nothing alarming albeit that the public view will be different as most are not familiar with the entire process which encompasses most of the work.
Why the biggest logo design projects like that, it is always by companies not by freelancer designer?
I think that it comes down to credibility and liability. With the track records of prestigious companies (such as Landor) who have have Coca-Cola and FedEx in their portfolios, those with appropriate budgets will put their faith in them. Where as a freelancer may produce work just as good or even better, the apparent backing is not there. If a freelancer ‘dissapears’ who is left? If a freelancer gets ill, how does the project proceed. If legal action is to be taken against a freelancer, can he or she really be sued for much?.. I hope you are getting the point here.
Now, what is your next step if Melbourne accept this logo?
Melbourne has already accepted the logo. For me, I have not planned a next step although the encouragement has been extremely in favour of doing so I will wait things out and perhaps seek advice.