brand

What is a logo? Well, this might seem a redundant question. "I create logo designs on a daily basis, you might say... I know what a logo is!" But even so, sometimes it seems hard to put it in words and give a compelling definition. We can define a logo as being a distinctive symbol, unique, with character, that belongs and visually defines a company, object, person or service. But then, we have all those other words as mark, trademark, signature, identity, brand... What should we do with those and where do they fit, as sometimes those words are used to describe a logo?

A brand represents the spirit and the soul of a company. The customer's perception brings a brand to life; a brand isn't what marketers say it is but what the customer thinks it is. For a brand the customer is the alfa and omega.

Lord Mayor Robert Doyle has unveiled a new logo for the city, which will replace the previous M and leaf symbol introduced in the early 1990s.

Cr Doyle said the old logo was "a bit daggy" and Melbourne needed a new design to reflect its cool sophistication on the world stage.

"The world's changed, the city of Melbourne has changed, this organisation has changed as well, and we're now playing far more, not just on the national stage but also on the international stage," Cr Doyle said.