墨尔本市新的身份
City of Melbourne is a dynamic, progressive city, internationally recognized for its diversity, innovation, sustainability, and livability. City of Melbourne council supports the city’s world-class offerings, represents it nationally and internationally, and ensures it remains a preeminent Australian center for culture, arts, dining, entertainment, education, and shopping. Since implementing its previous identity 15 years ago, City of Melbourne has experienced significant change. As a result, the council had accumulated a range of isolated logos for various services, which had become increasingly difficult and costly to manage. The fragmentation of City of Melbourne’s identity meant equity was driven away from the core brand, and the council realized that it needed a long-term solution.
City of Melbourne asked Landor to develop a cohesive brand strategy and new identity system. The challenge was to reflect City of Melbourne’s cool sophistication on the world stage, capture the passion of its people, and provide the city with a unified, flexible, and future-focused image.
The new identity needed to overcome political complexities, improve the cost-effectiveness of managing the brand, and unite the disparate range of entities (including the council, City of Melbourne’s destination brand, and an ever-growing portfolio of different initiatives, programs, services, events, and activities).
We built the branding program based on the results of a thorough audit of City of Melbourne’s various identities and its long-term sustainability and strategic plans. The audit assessed public opinion and interviewed stakeholders who included local government officials, business owners, and community representatives. At the heart of the new design, the bold “M” presents a full expression of the identity system - immediately recognizable and as multifaceted as the city itself: creative, cultural, sustainable. A celebration of diversity and personal interpretation that is both future-proof and iconic.
墨尔本市是一个动态的，渐进的城市，国际公认的多样性，创新，可持续性，和存活率。墨尔本市议会支持城市的世界级产品，它代表着国内和国际，并确保它仍然是一个杰出的澳大利亚文化，艺术中心，餐饮，娱乐，教育，和购物。自从实施了15年前的以前的身份，墨尔本市经历了显着的变化。因此，政府已经积累了一系列孤立的各种服务的标志，具有管理变得越来越困难和昂贵的。对符合墨尔本的身份意味着股权赶走品牌的核心，该局意识到它需要一个长期的解决方案。问朗涛墨尔本市发展一个连贯的品牌战略和新的识别系统。我们面临的挑战是要反映在世界舞台上的城市墨尔本的凉爽的复杂性，捕捉到人们的热情，为城市提供一个统一的，灵活的，和未来的聚焦图像。新的标识必须克服政治的复杂性，提高品牌管理的成本效益，团结的实体不同的范围（包括安理会，墨尔本市的旅游目的地品牌，和一个不断增长的不同的举措，组合程序，服务，事件，和活动）。我们建立了品牌推广计划，基于墨尔本的各种身份和其长期的可持续发展和战略计划进行彻底的审计结果。审计评估公众意见，并采访了利益相关者包括当地政府官员，企业主，和社区的代表。在新设计的心脏，大胆的“M”提出的身份系统充分表达的城市本身立即识别和多方面的：创意，文化，可持续发展。庆祝活动的多样性和个人的诠释，是未来发展的标志。