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| Designing a logo design for a company is a difficult, but to make a brand identity for an entire city is an even trickier task. This is because a city is a complex mesh of different societies and cultures with diverse values and norms. A logo designer must encompass the entire essence of the city’s culture within its brand identity.
Today, let us analyze the brand identities for two different cities of Australia, namely Sydney and Melbourne. After examining their logo redesigns, you will notice that two cities within a single country are can be so diverse and dissimilar in cultural aspects. I will be highlighting the pros and cons of both the brand identities and, in conclusion, you can decide which logo design is better. |
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Sydney Logo Design:
The “Brand Sydney” venture was launched to help communicate the greatness of Sydney for tourism, investment and other events. Its logo was designed by the agency Moon Communications. |
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Pros:
- • It depicts Sydney’s iconic annual New Year’s Eve fireworks display.
- • The multicolored arcs are also suggestive of the beautiful natural surroundings of beaches, forests, mountains and urban sprawl of Sydney.
- • The Sydney logo design carries a modified version of Omnes font. The mixing of rounded and squared edges in its typography makes it simple yet appealing.
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Cons:
- • The black and white version of the logo design is completely meaningless.
- • The Sydney brand identity is mostly based on a single event otherwise it conveys nothing more about the culture of the city.
- • Although the outward structure of the Sydney logo is radiating and vivid, it still has a void in its centre with no substance at all.
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Melbourne Logo Design:
The brand identity for City of Melbourne was designed by the Australian division of Landor Associates back in 2009. The price of the famous logo was $240,000 including the entire branding process. |
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Pros:
- • The Melbourne logo design is profoundly inspired by Melbourne’s Federation Square.
- • It is less complex and confusing than the previous Melbourne logo design.
- • The ‘M’ symbol is easily associated and recognizable for City of Melbourne.
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Cons:
- • Similar to the Sydney logo, the message gets lost in the black-only version of Melbourne logo design as well.
- • The Melbourne logo design lacks the ability to be reproduced on different mediums because of its 3D like effects.
- • The fonts of the Melbourne logo are disappointing as the ‘all-caps formation’ is difficult to read. The proportion of the text to the icon is also off-balance for the human eye.
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So which of these Australian City Logos do you think is more superior…Sydney Logo Design or Melbourne Logo Design?
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May 24th, 2011 at 9:33 am
“The mixing of rounded and squared edges in its typography makes it simple yet appealing.” – I don’t understand your rationale behind this statement. What about the mixing makes it simple or appealing? Please explain.
What are you hoping to achieve by comparing these logos?