GADIGAL LAND |
Our challenge was to unify all of the City of Sydney's communications into a single, consistent visual identity and to help implement a masterbrand approach for their organisation. A key part was to build on the City's existing visual identity whilst retaining the logo. We needed to rationalise the brand into a simple, easy-to-use system that could work across a broad array of uses and needs. It needed to build on what was already there, whilst being intuitive and enabling in-house teams and creative partners to thrive.
Based on a core and flex model, the identity relies on a suite of core elements for the majority of applications, whilst being able to flex for special occasions. The city has worked with numerous design studios in the past, so there were plenty of examples of event and sub-brand design that lean on geometric foundations, given the city’s circular logo. We built the holistic identity system on this foundation of geometry and circle DNA. Once adopted, a high degree of flexibility was introduced to ensure the council could maintain a world-class communications strategy that captured the essence of the city.
CLIENT: City of Sydney
AGENCY: For The People
TYPE DESIGN: Dave Coleman
TYPE OF WORK: Brand, Art Direction
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