The biggest cities don't need brands--New York, London and Paris all have their own. But you'd probably be hard pressed to recall them; the names alone are richly evocative by themselves. They're bigger than any post-hoc logo could ever be.
But consider Melbourne: Even if it's locally known to be cosmopolitan and livable, and even if city planners are boldly reinventing their city, through architecture , it's still overshadowed by Sydney (at best). So the city decided to rebrand itself, to announce its ambitions to play on a bigger stage. Total cost: Just under US$200,000.
The identity, designed by branding giant Landor, was meant to express the vibrancy and diversity of a world city, and it coincides with the city's new four-year development plan:
At the very least, it was a much needed overhaul. As the official press release  points out, the old leaf logo didn't stand for much, and when it was introduced, Victoria Beckham was still Posh Spice.
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