One interesting aspect of this identity will be how strong it is compared to the actual Metropolitan Melbourne identity. Essentially this is a brand that only applies to the CBD not Greater Melbourne which seems a shame as it is a very comprehensive and adaptive as a brand system which would certainly answer the challenges of a brand working across a whole Metropolitan area.

F/F are looking forward to seeing the brand in action here in Melbourne – but note the local reaction so far (including the desing community) has been a little frosty.

Can’t help but noting that it also has a little nod to the system Wolff Olins developed for NYC earlier this year.

http://www.wolffolins.com/nyc.php