Canberra has spent twice as much as South Australia on a new logo – and it looks half as good.
“Brand Canberra” – a $2.6 million project funded by the ACT Government – is being launched today.
Locals have three months to give the government feedback before the official launch of the brand in March 2014.
ACT Chief Minister Katy Gallagher says the brand represents new opportunities for Canberra.
At first sight, however, its looks like an acronym – very suitable for a city of bureaucrats.
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The logo shows three letters – CBR – representing the pitch for Canberra as “Confident, Bold and ready.”
“When we started thinking about the lasting legacy from our centenary year, it became clear that we really needed to capitalise on the community and city pride that has emerged over the last 12 months,” Gallagher said at the launch.
“This is not about just giving Canberra a new logo. Our city ‘brand’ has to be a collective idea – and a collective advocacy – about who we are and what we have to offer – a brand which truly represents what Canberra is all about.”
ACT Treasurer Andrew Barr said branding is the latest trend.
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“This is consistent with what most cities are undertaking around the world and in Australia.”
Ad agency Coordinate came up with the CBR logo.
The agency said its was inspired by the abbreviation for Canberra on airline boarding passes.
The lines refer to the architectural drawings of the national capital’s original designers Walter Burley Griffin and Marion Mahony Griffin.
South Australia’s new brand was launched in March this year after the State Government commissioned a $1.3 million project to design a distinctive identifier for the State.
The Economic Development Board coordinated a group made up of communications, marketing and policy professionals from government and the private sector to develop the brand.
Stacked up against the ACT’s spend and their result, Brand SA is looking like the bargain of the century.
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