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CBR, Canberra’s city brand unveiled

Advertising Feature 28 November 2013 81

brand canberra cbr

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]


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81 Responses to
CBR, Canberra’s city brand unveiled
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mossrocket 2:37 pm 28 Nov 13

the.

video.

is.

toooooo.

long.

and.

busy.

Can’t….

Be…

Rooted…

mossrocket 2:32 pm 28 Nov 13

c_c™ said :

Who vetted the colour scheme? Bright yellow is a negatively perceived colour in some cultures, signifying distrust and dishonesty. Comes across as very old fashioned too.

lol – so how do you like the RiotACT colour scheme?

A_Cog 2:00 pm 28 Nov 13

[Yet] another example of the rubbish advice governments get from advertisers/marketers/brand managers. These half-wits, sorry, quarter-wits, should be banned from doing business with all levels of government.

That was MY money! MINE! And you wasted it on this trash. This airport destination code, this ABBREVIATION, is given ‘flagship’ words ‘Confident’ ‘Bold’ and ‘Ready’. (Don’t even get into the psychological argument that someone who feels that they need to declare that they are confident and ready is doing it because they have low self-esteem and are insecure because they are not confident or ready, or are anxious about people perceiving them as not confident or ready.)

I’ve got oodles of abbreviations and acronyms for these clowns.

c_c™ 1:58 pm 28 Nov 13

Who vetted the colour scheme? Bright yellow is a negatively perceived colour in some cultures, signifying distrust and dishonesty. Comes across as very old fashioned too.

maxblues 1:34 pm 28 Nov 13

Even though looking cheap, the logo has been expensive, so what we need is a sponsor for the logo.
Canberra has had to look to Asia for sponsors because of our minimal industrial profile (eg Raiders/Huawei) and as one of our sister cities is in Japan.. how about HONDA CBR. Honda Motorcycles make several models tagged with CBR and think of the photo op of Gallagher, Barr and Corbell cruising Northbourne on motorbikes.

Ben_Dover 1:11 pm 28 Nov 13

MERC600 said :

I’m with Oy Vegas on this. Why not use the skywhale in the logo.

CBR; A bunch of tits full of hot air!

That’d work.

Ben_Dover 1:06 pm 28 Nov 13

What a bunch of @rse.

Bring back “Feel The Power of Canberra.”

run2000 12:55 pm 28 Nov 13

It looks like yellow and black is a popular choice for capital cities at the moment. Here’s Wellington’s rebranding attempt:

http://www.stuff.co.nz/national/politics/9398807/Future-uncertain-for-new-Wellington-logo

HiddenDragon 12:38 pm 28 Nov 13

Geoffrey Tory meets tangrams – how apt for a city which has periodic Parisian pretensions and serves, in a fashion, as the political capital of a nation which is so economicaly dependent upon the Middle Kingdom. Absent the “Canberra” below the stylised CBR, people outside our fair city might think it’s actually “GBR” – perhaps the logo for some festival or sporting event being held by a city in northern England which is still trying to recover from Thatcherism – a grimly appropriate comparison.

The “B” might suggest a backside, viewed from a particular angle – which could give a subliminal boost to tourism.

Thumper 12:34 pm 28 Nov 13

johnnycash said :

I like it. I like living here. Canberra has a lot to offer and that of course includes people who want to bash any attempt to increase our national and international profile. Sure I think the logo looks like something from a 90’s nightclub but everything old is always new again at some stage.
If you don’t like Canberra, the landscape, the people or anything else then of course you can exercise your right to live somewhere else 🙂

I like this place too, but that is truly dredging the depths of mediocrity in logo design.

MERC600 12:31 pm 28 Nov 13

Oy_Vegas said :

Like the logo. Colour is meh. Overall, needs more Skywhale.

I’m with Oy Vegas on this. Why not use the skywhale in the logo. It’s known all over the country, I think. ( has it made it to WA yet )

mossrocket 12:07 pm 28 Nov 13

Whoa… a $2.6 million campaign?

The campaign includes a new Canberra logo to represent the capital city, with the letters ‘CBR’ standing for ‘Confident, Bold and Ready’.

There’ should be some change left over…
We can get a pod of Skywhales now!

mossrocket 11:50 am 28 Nov 13

It reminds me of the Jamie Oliver Brand Guide…
which is an internal document – it’s weird that Brand Canberra is public…

Here’s some choice Jamie Oliver Brand Guidelines tidbits:

REFLECTING JAMIE
Jamie Oliver the man is fundamental to our brand. Our identity is therefore a true re?ection of Jamie, creating an iconic brand that captures the essence of who he is and what he stands for now and in the future.

The things that are important to Jamie are in turn important to us:

Jamie the person
making it easy, anyone can, inspiring

Jamie the brand
simplicity, ease, practicality, inclusive, informal, universal, inspiration, energy, creativity.

PREMIUM: TONE OF VOICE

Our tone of voice is purposeful passion. It is about bringing meaning and credibility to all that we say. It helps us make sure that our words are not only ?lled with Jamie’s easy warmth, but also have a resounding reason to be there.

Copy should always be a balance between purpose and passion, sharing knowledge and opinions in a truly engaging way that resonates with all people.

We achieve this by using straight-talking and energetic language.

Primal 11:42 am 28 Nov 13

Gungahlin Al said :

So we are to be defined by our airport code?
I am yet to be convinced…

I already use CBR as shorthand for Canberra. I can’t be the only one.

M0les 11:33 am 28 Nov 13

How to stop people referring to Canberra as “CBR” – tell them it stands for “Confident, Bold, Ready”.

BimboGeek 11:29 am 28 Nov 13

Masquara said :

Branding that requires people to read the pitch is an immediate, unsalvageable fail, Melons!

Ugh. Like those ads where you’re supposed to “shazam for more info” – wtf? If I like a song, I’ll use Shazam. If I want to know about a product I’ll use Google and include the word “review” or “criticism” to see where it might fail.

Reprobate 11:19 am 28 Nov 13

The Crimes reports that advertising agency, Coordinate, “came up with the CBR logo – standing for Confident. Bold. Ready. And alluding to the abbreviation for Canberra on boarding passes and Twitter hashtags, giving it an international flavour.”

So, not:
Chaotic Bloody Roads
Can’t Be Rooted
Come and Be Retrentched
?

The lines refer to the architectural drawings of Walter Burley Griffin and Marion Mahony Griffin.”

Riiiiiiiiiiiiiiiiiight.

maxblues 11:12 am 28 Nov 13

CBR, CANBERRA BRANDING RORT?

johnnycash 11:00 am 28 Nov 13

I like it. I like living here. Canberra has a lot to offer and that of course includes people who want to bash any attempt to increase our national and international profile. Sure I think the logo looks like something from a 90’s nightclub but everything old is always new again at some stage.
If you don’t like Canberra, the landscape, the people or anything else then of course you can exercise your right to live somewhere else 🙂

Gungahlin Al 10:58 am 28 Nov 13

So we are to be defined by our airport code?
I am yet to be convinced…

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