So around “arvo” yesterday, Jex raises his head above the little black partition that separates our desks and says enthusiastically in his stoner subdued voice – ‘Duude! have you seen the new Melbourne rebranding?’ I always find it quite funny how he gets so charged when he finds something about Melbourne. I suppose its natural! Anyway, this time Jexy’s big aussie find was of special interest to me as well.
Quite obviously, the new design was inspired by the architecture of Federation Square. I am just surprised that it took so long. But then again, liking this place has been a bit of an acquired taste for many Melbournians. I vividly remember the conversation between the two aged women on the tram – ‘Have you seen the new federation square?’ • ‘Yes, Hideous isn’t it? ‘
When i was living in Melbourne a few years ago, i found the city to be such an eclectic mix of architecture. The urban planning in the city was in comparison quite structured and super functional. Impossible to get lost. After returning to Dubai, i attended a seminar by Donald Bates and Peter Davidson of LAB Architecture in which they spoke extensively about being inspired by the possibility of establishing a new urban order on a site that has never before existed. Interestingly, the very purpose of Federation Square was to break the horizontal and vertical urban movement that people had gotten accustomed to in the city. If i remember correctly, they began to overlay sheets of triangular pieces of paper/acetate that resulted in an oddly organic set of geometric shapes. Similar characteristics are quite obvious in the new identity.
Here are a few more applications of the new identity. Think it translates quite well. (color and type usage reminds me of Central St. Martens catalog from a few years back)
To read more, visit this article at underconstruction.com