Located on the south-east of Australia, Victoria is the state with the second biggest population in the country with Melbourne, its capital, being Victoria’s biggest metropolis. There is too much to be said about Victoria and Melbourne so in the interest of time I will skip it and perhaps you would be inclined to read through all the material provided by the State Government of Victoria website, the Visit Victoria website, or the Visit Melbourne website, whose job is to tell you all about it — now in a cohesive, branded manner. Last week, Daniel Andrews, the Premier of Victoria, introduced a new identity designed by Designworks Australia
Brand Victoria and the accompanying Brand Melbourne will unify Victoria’s current patchwork of confusing and disparate branding.
They will be used to showcase our state nationally and overseas as Victoria competes for trade and investment, tourism, migration, major events and education.
The iconic Big V is back as the striking visual centrepiece of a brand that is as adaptable and diverse as the state it represents.
Its flexibility will allow it to be used as a modern, consistent brand across government. It will also be available to Victorian business and tourism operators to make their own.
The previous logos were okay on their own — NOT the Tourism Victoria one, though, that one is totally lame — but when thought of as a set, indeed there wasn’t much cohesiveness to them. The new logos hinge around a “V” for Victoria which does not rank high in terms of surprising solutions and the execution would have to be great to make this stand out. Unfortunately, it’s not. There is nothing evidently wrong with it, but the elements never quite gel. The “V” in “VICTORIA” aligns nicely with the triangle but the “C” does not sit comfortably in there and the rest of the letters feel excluded. The State Government logo sort of works better by filling in that odd bottom area with some type. The Melbourne logo does not work at all in the triangle. This is a hard logo system to pull off convincingly and, well, I’m not convinced.
(As an aside, the City of Melbourne logo by Landor remains in place).
The verbal and visual extensions of the logo and triangle are trying too hard to be cool and everything feels forced. The patterns in the triangle only add noise and there is no real integration. The “This Vic”, “That Vic”, “Everybody Vic” applications are visually awkward and if you say them out loud it’s not quite the destination poetry they were aiming for. (Perhaps the “Surf Vic” image is successful but a sexy image of the beach will do that). The applications with the angle dividing a layout look fine but are far from innovative or original. Overall, this is all well presented, thought out, and, on the surface, it looks decent but there isn’t anything here that makes me want to stop what I’m doing and go to Victoria or Melbourne but if I ever do, at least I will know that the State and tourism logos will be the same and provide some kind of peace of mind that I’m not in a lawless territory where each entity has their own logo.
Thanks to Vu Nguyen for the tip.