Melbourne is a dynamic and progressive city, internationally recognised for its diversity, innovation, sustainability and livability. Our challenge was to create a new identity for the City of Melbourne that would reflect Melbourne’s cool sophistication, capture the passion of the council and the people, and enable a unified and future focus for the city. Centred arounda geometric framework, the identity is as iconic and multi-faceted as the city itself. This framework allows for creative interpretation. At its heart, the ‘M’ provides an iconic surface for endless visual executions to take place, adapting to suit the full range of services, sub-brands, initiatives and audiences.
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