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I'm not sure yet either; I don't hate it but I don't love it. It looks like it could date quickly. It's kind of Fed Square-ish.
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Needs more circles.
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yeah it is kind of Fed Squarish. I guess in that respect it kind of represents an aspect of modern Melbourne and if the old logo represented our gardens and museums, this is more on an architectural tip... it'd be such a tough gig though. Can you imagine the approval process for getting this across the line. nightmare for sure.
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Anyone got the logo book "Logo Lounge 4". Pg 46-47. ZUNE Logo development. P.S this is the 3ed link on a google search of "New city of Melbourne logo."
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also ties in with the Melbourne Convention and Exhibition Centre logo. still, im not a huge fan yet. so many gradients and colours. it a logo!
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there's a lot going on... maybe they're trying to get their $240,000 worth
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Nup..
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Fed Square must be the directive. The old logo was dirt, couldn't say this was 240k better though. Perhaps the cost covers the many skeins of red paper and approval stamps and forms signed in triplicate. The Logo is "Better".
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The worst part about this is the fact that they got a more expensive international studio to do this, because they "wanted the best quality work they could get". Get fucked City of Melbourne. If they'd done a little research they would've found that some of the best designers and studios in the world reside in their backyard. It's actually quite offensive.
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I'm with you Dimo. It's super offensive and might be part of the reason why there's such a disconnect between this logo and what we know and love about this city. It could just as easy by a logo for the city of Madrid, Milan or Manchester
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I coulda done a better logo for $500 :P
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...or Mildura
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Check out this link. http://www.theage.com.au/national/melbourne-gets-logo-makeover-20090722-dtl5.html 'Cr Doyle also defended the decision not to hire a Melbourne firm. "We could [have], but I wanted the best product and this is not work that is actually done very widely," he said'. Get fucked City Of Melbourne. Do a little research about the inhabitants of your city.
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I think it's supposed to represent Melbourne's urban sprawl. The hollow bit in the middle is Port Phillip Bay and all those lines represent the main arterials like City Link, Eastlink, the Geelong Bypass, the Western Highway, etc. You know, all those roads that make Melbourne such an awesome, liveable place. The different shades of blue represent the current water storage levels and clearly denote which stage of water restrictions each part of Melbourne is currently experiencing. And the font they've used down the bottom is called "Flagellini" which is inspired by Lygon Street and comes from the Italian word "To wank oneself into a blind stupor'.
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Nice observation Freeak and Dimo I can't believe Doyle's been quoted as saying that... What a fuck knuckle. No idea! Calls for an old fashion lynching i reckon.
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You know what's ironic is that tourism NY get you (Luke) to do their logos, and the amount of international studios that are using us for work, and a guy like that comes out with SUCH an un-educated response. It is simply embarrassing that we have some of the best designers in the world, that are internationally renowned, and they would not even consider them. Disgrace.
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I can't believe this logo. It does not represent Melbourne in any way (or it's people)...maybe it represents Fed Square. Is that the strategy? It's certainly a Fed Square brand rip off. My business logoloco.com.au would have done a better job for $350 and saved this great city $239,650. Not a non-Melb firm did the job. How's that for a politician shooting himself in the foot. Der. I can read the creative rationale now...interlinked vectors representing ethnicity and the fabric of the city. Yeah right.
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That sucks big time that your own city could not even commission from its own ranks especially considering the awesome talent you have residing there....It would be interesting to see what design work the local talent pool could throw up against this 'white utility van decal'......Id say the good money would be on the local logo!
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Dean. We heard you. No stop hitting refresh to see if anyone jumps at the chance to grab $350 logo. I'm sure they'll be in touch.
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Agree with all the above. One other thought though - if the average punter doesn't make the connections about what it represents in their own head (and props to Freeak for giving it so much thought) then surely it doesn't matter a damn what it's supposed to represent. I don't see anything I know and love about my city in this logo.
I'm no designer, but I guess that's my point. If I don't connect with it, I'd guess most other folks won't, so it gets a Fail (a big blue F for Fail with vectors through it).
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To be honest Timmy, I reckon I gave that about as much thought as the design team. This sucks arse.
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I reckon we could churn out 10 designs that beat the crap out of this in 24 hours. Then, we go to the Herald-Sun or Today Tonight and ask for a massive please explain from the Council.
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WHO IS RESPONSIBLE?
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according to the herald sun it was created by the melbourne branch of landor. full article here: http://www.news.com.au/heraldsun/story/0,21985,25819478-661,00.html. at first i thought the last paragraph was some sort of typo, but i guess it just goes to show how hopelessly out of touch robert doyle is and always has been.
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This is such a crap logo! So badly designed!
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The worst part of all of this (and every large scale logo release) is when they release how much it cost. It opens up the field for fuckwits to say that they 'could have designed a better logo for $500'. No, no you couldn't design a better logo for $350. This is why the graphic design profession doesn't get the respect that it is due. This is a massive project that a lot of people would have worked really hard for. Whether or not you like the logo is not a reflection of how much money it is worth. Debate over whether it reflects Melbourne or not is always encouraged, but the fact of the matter is that it cost Landor that much money to make and for the City to accept, that part is not up for debate.
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I totally don't work for Landor by the way - I am just VERY passionate about Graphic Design being recognised as a skilled and valued profession.
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Point taken ghostbusta. I guess it's a little unfair of us to criticize the designers themselves especially without us having access to the original design brief but as a Melbournian who's quite passionate about his city it's hard not to be disappointed in a symbol that is less than than amazing. I don't know, maybe the issue lies with the briefing process.
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Freeak you are onto something there. I want to do it... problem would be to find the time. Ghostbusta, I do not have an issue with cost either at all. You simply can not get a logo designed properly by a team with the proper research and management without it costing some big bucks. The cost is subjective, and also, so is the design. What is not acceptable is that they did not even put it to tender within Melbourne, or let alone Australia. I think it's a joke.
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This is a good discussion about the new branding - http://peoplethings.com/andblog/city-of-melbourne-brand/ - written by one of Melbourne top designers. I am also amazed that a Melbourne firm wasn't consulted. Especially considering that the reason stated for going with Landor was that there wasn't a studio 'capable' of such a project in Melbourne. That's just straight up bullshit. Melbourne has such a rich Graphic Design culture and some seriously world class designers (I'm not even from Melbourne) - that they weren't even given the chance to pitch for this job is unacceptable really.
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The cost that has been published is for far more than just the logo, it will be for the system and the research/manual/implementation – Not to mention the endless committees they will have had to trawl through to get approval or buy in - to ensure it is delivered correctly in any application. We have been on the receiving end of some negative press in the brad for Nottingham, but this slowly died away as people began to see the consistency of the subsequent work.
The process of getting to an approved identity is every bit as important as the end product as it gets everyone agreeing a common theme and working together for the common good of the city.
I agree that it is a bit crap to not use a local firm if there is one with the ability to get it through the approval process. To say you could do it for $350 just proves you couldn’t. sorry to be rude, but you are missing the point that a brand is far far more than just a logo.
As a design framework it could work as long as the rest of the design community is allowed to use it and interpret it to its own ends. If it is just a big M logo then no-one wins. Landor are too good to not deliver a framework without a huge amount of thinking and flexibilty behind it.
Its better to support it, than start a press campaign to overthrow it. Remember a logo is only a signal that you have arrived at a branded experience. The logo can never describe Melbourne, but it can mark their arrival at the city in a consistent and innovative way.
This is our own case study for the Nottingham branding. http://bit.ly/SP7mz
Good luck. John.
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All agreed, John Lyle. But the price point argument died with ghostbusters dismissal and Jamie finished it off. The point of umbrage is the snub. As you can see it bristles an active, world-class creative community to be overlooked for the opportunity to represent their home. Your point is valid, but your aim and tone are off the mark.
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Ok, I'm neither here nor there with the logo, probably I would be more interested in the selection process and the commitee agenda and representatives. One thing is for sure, Robert Doyle is a fat lipped dwarf with a Napoleon complex, he was shit as an opposition leader and is shit as a Mayor. If you have to bag other cities like he did to Adelaide instead of focus on improving the city he is supposed to be in charge of then he can just fuck right off. Did you get that Media Monitors? I'll mention Robert Doyle and Mayor of Melbourne again to help your search engine find it. FUCK YOU ROBERT DOYLE!
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M_tothe_ IRO. I agree that the snub to the local design community is awful and said as much in my comment. I don't understand what you mean by my aim being off the mark though. What aim? I was just commenting from the perspective of someone who has done quite a few place brands myself and seen it from both sides. I wasn't making any form of political statement as i've never been to Melbourne - as its a bit far from Nottingham - and have no connection whatsoever with any of the parties involved.
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Thanks for your perspective John. I agree with what your saying about a logo marking the arrival at a city in an innovative and consistant way and that it would only be a small part of the brand experience but i think to not consider the heritage and elements that make melbourne what it is seems like a wasted opportunity to communicate something unique and true to our city. To have something somewhat generic and faddish as this M logo to me illustrates that whoever was involved either doesn't understand Melbournians and life in our city or doesn't really care. Maybe we're reading too much into it but for me it should set the tone of the brand experience and that tone should at the very least be representative of the city and its people.
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aim is? we are having a bitch about a shitfull choice by our "Man in charge". join on in on the bitching and we will be great friends. come on, it's fun.
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Robert Doyle seems like a bit of a penis to me. Hows that?
Use local talent man. You get people who care far more about the work they do as they have to live with it every single day thereafter!
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...and stop listening to vanilla ice!
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sweet. thank you. Robert Doyle = Foreskin Fetta. done, now let's swap mix tapes and play sword fights at the urinal during playlunch.
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Hmmm, 40 comments. Do you think we are annoyed with this situation much?
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Google New City Of Melbourne Logo...
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Third result! Way to go kids. Now, if we can only get 40 comments on 'Neil Simon is a freeakin genius' I'll be a happy man.
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its been 3ed since Wed, 22 Jul. doesnt anyone listen to me anymore! Im oudda ere! *Door slams*
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you can't quit - you're fired!
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Speaking of 'You're fired'. That's what my boss says to me in Act 2 of "Laughter on the 23rd Floor". That Neil Simon sure is a freeakin genius.
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I repeat - "Sword fights at the urinal" - queue laughter
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You know what, after having researched this cities rich but sad past and it's inhabitants complete lack of preserving it's rich heritage and always trying to outdo another city Robert Doyles comments does not surprise me. Melbourne is a beautiful city which has been reinvented to many times for the sake of trying to keep up..and this logo reflects that i guess.
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A bit of a more positive persepctive here http://www.underconsideration.com/brandnew/archives/pieces_of_melbourne.php but it does like some of them have been placed by interested parties. I do quite like some of the design applications though. And by the way, I just pissed up to the fourth tile above the urinal and got a bit of a drip or two on my feet.
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Thanks for the link John. It is interesting how glowing and predominantly uncritical they all are of the logo... I could be a tad cynical but it almost to me sounds like the carefully chosen words of the council's pr tenticles... maybe not...
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I liked it, until Luke said it was "a wasted opportunity to communicate something unique and true to our city". Awww shit, it so totally was! :( My mind just raced with the thought of something really awesome and unique that encapsulated what our dear city is. No idea what such a thing would actually look like but hey, that's what x group of people are hired for. I had no idea who this Robert Doyle was (I love this city and really should get more involved with it's politics), but the fact he got a firm in Sydney to make it is just too insulting to put into words. Fuck you Robert Doyle indeed! Oh and yeah, the thought of doing it for <$500 is just pathetic, I don't mean to sound like a know-it-all but seriously you have *no* idea what goes into logo development at that level lol Thanks for all the links to various discussions on the logo too, they are all really informative and educational =) - Jake OXOXO
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The logo looks ok, bit of a Mugatu kinda vibe rather than a melbourne vibe though. Its strong and bold but I hate the mono, black and white version. Which should also be carefully considered (especially when were talkin the big bucks) rather it kinda looks like an M thats all cobwebbed in the corner. Also how will it come out printed at like 10mmx10mm?
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At the end of the day, it's a logo for the council, not a Melbourne tourism campaign. It will mostly be placed on the rates notices of inner-city dwellers won't it? I still hate its guts though.
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wow. how lame is that logo. I guess its better than the Brisbane one though,the yellow and blue picture of city hall with a palm tree.That blue thing looks like an architects project gone wrong, not like a logo. I jus cant beleive that they spent so much on that. I wonder which politition decided it was worth that much. Or who the dickhead is that came up with it.
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Scandalous that they went with an outside agency. Descend into the streets! Sow dissent!
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Anyone know where I can pick up an EPS or .ai of the logo? Just for urg, personal use ^_^ - Jake OXOXOXO
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wouldnt be to hard to reproduce jake.
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New Lounger
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it looks much better in video http://www.youtube.com/watch?v=svNpa1NFsB4
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Yeah, in the video look pretty better
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New Lounger
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I say get a Melbourne designer to design a Melbourne logo.... Makes sense...
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Came across this on Behance - http://www.behance.net/Gallery/City-of-Melbourne/276451
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good to see city council's still exploiting the graffiti scene. i was worried there for a second.
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Perhaps I go against the public consensus here, but I don't entirely mind the logo. I feel there is a particular of the Melbourne perspective here in its low slung bulkiness. The blue is much more of a Melbourne colour too. If you compare Melbourne on a world scale, I get a feeling that this puts Melbourne a bit more where it actually sits. Perhaps not as dynamic as I would prefer it, but yes that again is the process of getting this shit approved.
I am surprised you have all skipped the travesty that existed between the new and old logos you mentioned. To put it all to rest about getting a local firm. The previous logo was designed by Ken Cato's firm at a cost to the tax payer of $750,000 - YES $750,000. AND IT WAS A PIECE OF SHIT. VIEW HERE: http://www.ttthings.com/images/uploads/something_old_7.jpg - I would have been looking elsewhere too if I was the government and tried to get a local company to do it and had to pay them $750,000 for something that is a bigger piece of shit than them all.
Perhaps also its a very Melbourne thing to deny anything that might be able to pidgeon hole us all.
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also view it here: http://www.cato.com.au/#/aust/en/work/government/brand_victoria?navigation=false
Was hardly ever used, thank god.
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The new logo is actually growing on me now after seeing it used with related looking work. Future that fan/book logo was used a shit load. including on a huge fuck off sign on multiple entry's to the city. fucking gross, even more so now ive read the reasoning. Rookie move.
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