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New Logo for NSW MAKING IT HAPPEN

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Noted Sep. 22, 2015 by Armin

Industry / Destinations Tags /

About

New South Wales is a major global and Asia-Pacific cultural hub. Home to a diverse population of 7.3 million people; NSW is Australia’s oldest, largest and most cosmopolitan state. It is also an economic powerhouse, with an economy larger than Hong Kong, Malaysia and Singapore. In addition to its cultural and economic strengths, the global status of NSW is underpinned by its international transport links, with over 1000 flights operating per week. These are just a few reasons why New South Wales is Australia’s ‘First State’.

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Related links

NSW brand guidelines (PDF)
The Guardian story

Relevant quote
The vision for the NSW Government is to transform the state as a place of innovation, invention and progress. Creating a robust, smart economy will underpin a compassionate and prosperous society, and in turn, improve people's lives by making it easier for citizens to live, work, move around and access services.

'Making it happen' represents turning this vison into action. It's a device to unite the Government's initiatives that create a stronger economy, build infrastructure for the future, improve services and ensure safer communities.

NSW brand guidelines (PDF)

Images (opinion after)
New Logo for NSW MAKING IT HAPPEN
Logo detail, referred to as the “NSW MAKING IT HAPPEN brand”, all uppercase and shit.
New Logo for NSW MAKING IT HAPPEN
The NSW Government and Coat of Arms remain in effect and, along with the NSW MAKING IT HAPPEN brand, make up the brand system.
New Logo for NSW MAKING IT HAPPEN
When to use the NSW MAKING IT HAPPEN logo.
New Logo for NSW MAKING IT HAPPEN
Flat color (left column) and monotone versions.
New Logo for NSW MAKING IT HAPPEN
Barricades! (Source)
Opinion

Unlike its competing Australian state of Victoria, New South Wales (NSW) decided to not make a big deal of a new marketing logo to complement its well-known waratah logo. The new logo might as well be for a new TV channel because it's quite generic and completely devoid of any relationship or visual association to NSW. Granted, this is meant to be a business-boosting logo not a tourism-driving logo but that's not reason enough to not even try and simply using the dark blue and red colors from the Government logo in this logo is not enough of an effort. The execution doesn't elevate this in any way either. They tried to do a ribbon-like acronym but realized how difficult it was to resolve the "S" so instead they just threw in a random shape in there to hold it and that shape isn't even well resolved in relationship to the "N" and "W". Further proof positive that this is a mess is the single-color, flat version of the logo with thick black strokes and broken pieces that may resemble letters. No wonder they didn't make a big deal of the logo. Because it's not.

Thanks to Simeon King for the tip.

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About

Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Bloomington, IN.

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