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CBR, Canberra’s city brand unveiled

Advertising Feature 4 December 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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UsernameTaken 2:59 am 29 Nov 13

At least the logo text wasn’t placed inside a circle …

slyfox 11:54 pm 28 Nov 13

Confident. Bold. Randy.

Sadly Brand Canberra isn’t getting me very excited…

Masquara 11:44 pm 28 Nov 13

ChrisinTurner said :

Why is it an “Art Deco” logo? Are we still back in the 1930’s? 3 months of consultation is supposed to have started but I couldn’t find it online anywhere. Should we use a quill pen and ink and write a letter to the Chief?

Oh well, you know, Hotel Kurrajong was such a success ‘n all with its focus on the 1930s …

Masquara 11:42 pm 28 Nov 13

maxblues said :

run2000 said :

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

Wellington’s budget was $40k, ours $2.6m, not sure either city got value for money.

I suspect the $2.6 million figure is the result of some sort of deliberate muddling between the Centenary budget and the everyday budget. Because this branding is undiluted Centenary branding – which presumably would have been paid for with whatever was left over after Robin Archer trousered her expenses.

miz 11:05 pm 28 Nov 13

It all seems a bit tragic, embarrassing and ‘please like me’ for Canberra to have a ‘brand’. If Sydney launched a brand, we Canberrans would scoff – and I would expect no less from others about this one. The govt has been scammed once again. They’re a bit thick, methinks.

Personally I relish the fact that Australians have a love-hate relationship with Canberra!

maxblues 7:52 pm 28 Nov 13

run2000 said :

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

Wellington’s budget was $40k, ours $2.6m, not sure either city got value for money.

gazket 7:41 pm 28 Nov 13

I suppose If they did remove the right triangle the C would look like pac man eating the letters BR.

$2.6 million for this, Dare I say again more Labor waste AND NO TASTE WHAT SO EVER

gazket 7:37 pm 28 Nov 13

Um the C looks like a reverse D

c_c™ 6:46 pm 28 Nov 13

Holden Caulfield said :

c_c™ said :

Ikea is Yellow on Blue for cultural reasons.

You mean because it’s the colours of the Swedish flag, right.

Remind me, what is the main colour on the ACT flag?

You mean the anachronistic flag that features the out of date coat of arms. Gosh, forward thinking aren’t we.

Canberra’s floral emblem is the blue bell.
Canberra is the bush capital, surrounded by the place green tones of native bush.
Canberra is built on limestone plains and the dark soils in parts of the capital were once used by native peoples for artworks.

Plenty of inspiration around. About the only thing Canberra about this branding is the allusion to Griffin’s axis idea in the logo. Branding doesn’t even use the rather nice winning font and runner up in the official Centenary font competition.

poetix 6:18 pm 28 Nov 13

dpm said :

…also, by the looks of advertising on RA today, i’d say some of the $ has gone their way!! All good!

There will be top hats and jewelled tie pins on the moderators!

They may even buy food.

Rawhide Kid Part3 5:53 pm 28 Nov 13

That was on my Air travel ticket. Has been for younks… And they think this deferent????

ChrisinTurner 5:52 pm 28 Nov 13

Why is it an “Art Deco” logo? Are we still back in the 1930’s? 3 months of consultation is supposed to have started but I couldn’t find it online anywhere. Should we use a quill pen and ink and write a letter to the Chief?

Ronald_Coase 5:32 pm 28 Nov 13

Our brand essence – Vanilla.

Our money – Pissed away on some dodgy PR stunt (with the exception of that given to RA).

dpm 4:48 pm 28 Nov 13

…also, by the looks of advertising on RA today, i’d say some of the $ has gone their way!! All good!

dpm 4:36 pm 28 Nov 13

poetix said :

The logo looks a bit wrapped up; a bit origami with a pinch of envelope. The C is a perfect reversed D, looking away from the other letters.

“Sydney looks nicer,” he remarked. “I shall post myself there.”

“BR!” exclaimed the other letters. “It is rather cold here.”

I don’t think that the place we live in enhanced by a brand, but I do hate all advertising.

Haha! The first thing I thought of was envelopes too! 🙂
Anyway, it’s harmless enough!

Ben_Dover 4:25 pm 28 Nov 13

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.

Utter appaling clatrap. How does some banal squiggle make people “better understand and engage with Canberra as a place to live, work, visit, learn and invest”?

Does anyone in the real world really speak and think like these people?.Read their website, it’s the “Huh corporation” all over again

http://www.huhcorp.com/

Our main consulting strategy is to convince clients that we do stuff they can’t do themselves, and that we deserve lots of money for it. The best way to do this is to always look good, and always sound like we know something you don’t. Because we do.

Are you confused yet? Of course you are. And that’s just how we like it. Our marketing professionals are constantly coming up with new ways to make you feel inferior and stupid. Because you are. And we’re not. We’re new-age, eMoving, marketing consultants.

If you’re still not convinced, we’ll show you lots of marketing research and consulting cost analysis and global design positioning strategy reports to confuse you and hopefully convince you that we’re so knowledgeable you couldn’t possibly succeed without us. Because you can’t. So don’t even try.

Holden Caulfield 3:48 pm 28 Nov 13

c_c™ said :

Ikea is Yellow on Blue for cultural reasons.

You mean because it’s the colours of the Swedish flag, right.

Remind me, what is the main colour on the ACT flag?

c_c™ 3:20 pm 28 Nov 13

dtc said :

DHL, Shell, Kodak, yellow pages, McDonalds, Ikea….all yellow

Ikea is Yellow on Blue for cultural reasons.

Shell and McDonalds both chose red and yellow because it’s recognisable on highways at speed from a distance.

DHL’s colour scheme is probably a mix of those two reasons.

dtc 3:05 pm 28 Nov 13

DHL, Shell, Kodak, yellow pages, McDonalds, Ikea….all yellow

People always criticise new logos – as mentioned, the CBA one was pilloried for several months when it was released.

The point of a logo is to make something identifiable instantly without needing to read it. The simpler the better – swoosh, big M etc. My main problem with this is that the ‘C’ doesnt look like a ‘C’ – needs to lose the inside triangle

Holden Caulfield 3:03 pm 28 Nov 13

mossrocket said :

Whoa… a $2.6 million campaign?

That’s to be spread across a couple of years and will, presumably, include the advertising spend and so on across that time.

Thumper said :

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

How so? The logo is modern, adaptable as well as being short, snappy and memorable. Thankfully, it also avoids tired cliches. It seems to me like a good result for today’s usually short attention span.

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.

That’s probably why, when you see the logo applied in the video, a variety of colour schemes and variations are possible, meaning the logo is not as stuck in its ways as the majority of commentators here sharing their, erm, wisdom.

If you’re all such experts and could achieve the same aims over the same time period as the brief covers for a fraction of the cost and effort there’s nothing from stopping you starting your own business.

Spend five minutes making a better logo with supporting documentation, charge thousands and kick up your heels. Simple! Go on, I dare you…

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