Since 1978 Sydney’s Gay & Lesbian Mardi Gras has evolved from an act of protest, into one of the city’s biggest annual parties, with an associated festival program that celebrates the diversity of the Gay and Lesbian community. The event draws tourists from around the world, and is renowned as one of the biggest, brightest, and most fabulous celebrations of all things LGBT. Every year, one of the city’s main thoroughfares, Oxford Street, is taken over by thousands of people who dress up, (or in many cases, dress down), to parade and party all night. After a few ups and downs in previous years, including a bankruptcy and a rename, the festival has revealed a new logo, designed by Sydney-based Moon.
Established in 1850, the University of Sydney is Australia’s first and oldest University. Here we have what’s known as a “sandstone university,” — an unofficial moniker attached to those institutions regarded as the older, and more prestigious — it’s like using “Ivy League” as a shorthand for privilege, class, establishment, achievement, etc. In a rather long-distance collaboration, the University was rebranded last year/early this year by Lippman Hearne in Chicago, who created the strategy and logo, and Moon Sydney, who handled the identity.
Sydney is a city of 4.5 million people in Australia, it has a beautiful harbour in the middle, mountains to the west and dozens of beautiful beaches on its eastern coast. Unfortunately a common critique of the city is that these beautiful surroundings mean it spends too much time on leisurely pursuits at the expense of deep thinking, artistic or cultural tendencies. Indeed, leveraging the attractive scenery can only get you so far, and just like the Federal Government’s recent effort at creating Brand Australia, there is now a shiny new “Brand Sydney” to help communicate all that is good and great about this fair city for tourism, investment and major events.