Melbourne, Australia’s Not-So-New $200,000 Logo


Looking to re-brand itself and stand tall amongst the big guys (i.e. Paris, London, Sydney et. al), the city of Melbourne decided it needed a new logo to replace the old one. The new logo, designed by strategic brand consulting and design firm Landor, cost the city just under $200,000. That’s a lot for a logo, especially one that suspiciously resembles the Merchant Logix logo designed some time ago by Canadian-based designer Raja Sandhu.


You’d think a giant like Landor would have been a bit more careful. Unfortunately for the city of Melbourne, its attempt at finding an “identity all its own” was not so successful.

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