In September 2012, the ACT Government began the development of a city brand for Canberra.
The city brand is designed to build on the success and momentum of our Centenary year and is a way for people to better understand and engage with Canberra as a place to live, work, visit, learn and invest.
Our sectors
Science, Research, Tourism, Environment, Region, History, Sport and Recreation, Food and wine, Embassies, Arts and Culture, Business, Education, Federal Government and ACT Government.
Our audiences
Local, regional, national and global.
Our values
Challenge, Ideas, Free Spirit, Quality of Life and Discovery.
Our personality
Genuine, Influential, Thoughtful, Contemporary and Collaborative.
Our brand essence
Brilliant Possibilities.
To read the full story behind the new city brand, please visit www.brandcanberra.com.au
The city brand is for all of Canberra not just the ACT Government.
It identifies Canberra’s unique qualities in a single, unified, “story telling” framework.
The essence of “Brilliant Possibilities” suggests Canberra’s potential future is bright but it will take action from each and every one of us to make it a reality.
It will be up to all of us as individuals, families, schools, universities’ and workplaces to make it a reality.
Have your say?
Today we begin a further three month community discussion about our new brand before the announcement of a final brand program in March 2014.
[First published Nov 28, 2013 @ 2:00]
Ben_Dover said :
That is awesome! Love the venn diagrams, but most of it had me LOL! 🙂
Classic!
Ben_Dover said :
Wow, that reads like a packet of cheap Chinese stationery!
As someone who was walked through the CBR brand book it does, actually look *exactly* like that.
Hey, looks like the same people got the contract for Santa!!
http://www.quietroom.co.uk/santa_brandbook/one
johnboy said :
Gods! That moronic “advertising speak” makes my brain bleed.
Another take on it from Drum Media:
http://www.thedrum.com/opinion/2013/12/03/nice-one-canberra
Looks a bit too much like the initial logo for Canberra Sand and Gravel ( CSG,, done funky style ). Might be copyrighted. !
ChrisinTurner said :
I’ve been to Napier in New Zealand, and let me tell you, calling this logo “Art Deco” is an insult to the style.
Interesting take on Drum Media:
http://www.thedrum.com/opinion/2013/12/02/cbr-brand-managers-view-canberras-city-branding
dannybear said :
There is already the Centenary Shiraz, Riesling and Sparkling, which all have pretty good labels… I’m glad they didn’t bugger them up with this logo.
As a young whippersnapper I know lots of people who travel from all over Australia to skate at Canberras skate parks, perhaps the goverment could print some of these logos onto skateboards and organize some sort of giveaway or skate competition? And water bottles to hand out during the summer could be good too.
Maybe even some bottles of wine so the wrinklies don’t feel left out 😀
Holden Caulfield said :
Are you saying the Swedish flag is anachronistic?
Anyway moot point, while they’ve put the awful yellow version up front, it looks like there’s a dozen different versions of the CBR logo already including a couple where the ‘CBR’ are filled with patterns. Overall the result is very messy. Brands should be stable and consistent across different mediums and uses. A couple of colour versions and a couple of monochromatic versions tops. Having so many versions just waters it down.
The day people realise that a brand is not a logo, the better.
What is a brand? Put simply, it’s the personal relationship or feeling about a product, service (or city) that someone has with that entity.
It’s certainly not a logo.
So to my colleagues out there in Adland, please don’t forget that, a brand is not what YOU say it is, it’s what THEY say it is.
Understand that and we might get somewhere.
miz said :
If?
It’s not tragic and it’s not embarrassing. It is very much “please like me” and is an effective method for cities to adopt when competing for tourist and business sector dollars.
c_c™ said :
So you use the cultural connection (ie. flag colours) to support Ikea’s colour scheme, but change your position by 180° to trash similar reasoning for colour use in the Canberra Brand.
You’re on fire. I can’t wait to see what you come up with next.
If you go here:
http://en.parisinfo.com/ you can see the logo/brand for Paris
http://www.nycgo.com/ you can see the logo/brand for New York
http://www.visitlondon.com/ you can see the logo/brand for London
All seems a bit tragic, embarrassing and ‘please like me’
At least it will make for a nice short hashtag in winter: #CBRrrr
I like the idea of canberra having a brand identity & think its a great idea. Whether or not you like the logo, colours, amount of money committed to the initiative or whatever the great cities of the world have them either by design or accident.
What I like
– The video shows of some great images of Canberra
What I don’t like
– The people: monotonous tones, straight from an uninspired script. Reference to ‘future policy makers’ was a big turn off.
– The music: it’s great they’re using a local Canberra band, but it doesn’t really work. Nick Cave’s Red right hand makes a huge difference to the ‘Be Consumed’ Barossa campaign.
– The brand: well…having it shoved down my throat anyway. Flashing the logo a thousand times is not going to make me like it more (if I’m still watching).
– The length: Not sure how many will sit through 2:28 a second time. I imagine this will be trimmed for tv.
– Originality: Too many agencies trying to please too many people. It’s not exactly going to go viral…
c_c™ said :
Im pretty sure that you’ll find that Mcdonalds is yellow and red because those colours are known to enhance appetite, but also be irritating to sit around for too long..
miz said :
I agree with the ‘try hard’ assessment. I think that Canberrans in the main would agree that Canberra is already ‘grown up’ if you want to term it that way. I don’t see why we have to try and continue to justify ourselves to others out of our perceived embarrassment. And yes, most of us like the fact that not everyone wants to live here.