This identity for the City of Melbourne really caught my eye. More often than not, the brand identity for a city can end up looking dull and contrived, sometimes even too corporate. This identity is essentially for Melbourne’s council, but doesn’t look like a ‘typically boring’ council identity. It’s bright, colourful and distinctive – capturing the forward thinking arty nature of the city in a unique and free fashion. The flexibility of the identity allows it to take on different forms and patterns (see above), depending on the communication or tone of voice required. The design system is then brought to life really effectively on the website and through other touch points. A great example of city branding!
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