DESIGN
COMM2411 ASSESSMENT3 TEAMLEPRECHAUNFEATURES
MELBOURNE LOGO
City logos often turn out shallow, idealistic and cliché.
20 major developed countries placed
in Melbourne’s laneways. Viewed
Melbourne in 15th place, curiously
from afar a rich textured exterior can
Sydney placed second after Paris,
be seen, when viewed up close the
among other cites such as London,
delicate interior comes to life, they all
Rome and New York. These cities
connect within each other and form
all work remarkably strong brands
a complete sense of harmony, this is
of which we can all immediately
Melbourne. No doubt the new logo
recognise. In 15th place it was
has in someway been influenced by
questioned whether Melbourne was
Federation Square, and after all does
working a global identity effectively.
seem to be a fair depiction of the city’s architecture as a whole.
City logos often turn out shallow,
In 2009 Melbourne launched its new corporate identity, causing much controversy as many believed it was a financial and unnecessary venture. The City of Melbourne justified its decision to re-brand the city on their website, explaining that the existing branding had become out-dated,
idealistic and cliché. Communicating
The intricate laneways of Melbourne
simple minded values into visual form
can be interpreted in the new logo
are generally not very effective nor
through the many intersecting
successful for cities. If we look deeper
geometrical shapes. The new
beyond face value, (as Melbourne
Melbourne logo is potentially a
is said to look better up close), the
little too complicated, perhaps we
Melbourne logo could potentially
are reaching a point where design
be future proof and an accurate
is becoming too metaphorical and
representation of the city.
symbolic for the average person to align with. The old Melbourne logo
In the Mathematical Tourist article
didn’t beat around the bush, and as
on Federation Square, it is clearly
a result remained in use for a lengthy
demonstrated how deeply intricate this
period of time. But in respect to the
piece of architecture is as a likeness
new Melbourne logo the city is future
of Melbourne’s multi-layered cultured
driven, cultured and distinctly complex
complexity. Federation Square’s
which has been well presented in
many layers of precisely calculated
the logos current state, but will the
which represents Melbourne globally.
geometrical shapes are the perfect
complex ‘M’ enjoy a similar life to its
portrayal of the city. Melbourne was
predecessor? Only time will tell.
In 2009 Melbourne’s need to remain
a carefully planned out city and its
and over all Melbourne lacked a global identity and needed a stronger presence on the world stage. With its contemporary and environmentally influenced colour palette, this new logo takes into account the ever changing fashion and arts culture
competitive as a city was recognised, which justified the need for a new ‘city branding’. A survey conducted in
structure allowed people to then start connecting the lines in-between the dots as the years progressed, resulting
A sample of each day will always be left behind
The city’s structured grid system
continue developing it’s history and
has allowed a wonderful urban
changes in the same manner as
environment amongst the lanes to
art movements do.
flourish, building upon Melbournes young history these lanes are ever
The Melbourne city grid is clean,
changing with fashion and fads
ordered and easily accessible due to
which come and go. They form
it’s linear flawless design. Up close and
a very intimate connection which
personal is a different story altogether,
Melburnians speak highly of.
the labyrinth of intersecting spaces reflected in the fragmented Melbourne
The walls, shops and people that
city logo is a great example of the
make these laneways leave a record
interchanging cultures that is present
of everyday occurrences, a sample of
in the laneways.
each day will always be left behind Melbourne laneways are one of the city’s best kept secrets. Recently these laneways have become more public and are becoming iconic features of the city. There are over 180 of these laneways in Melbourne, they are narrow alcoves that hide away from the mainstream and depict a laid back cultured environment, each laneway is unique containing tiny cafe’s, hidden bars, unique boutiques, galleries and a
whether its graffiti on walls, worn shop
Melbourne prides itself on this
signs, freshly painted window frames
laneway culture, often citing it as a
or the everyday wear and tear of the
demonstration of Melbourne being
bricks and stones that line the lanes
an incredibly diverse and unique place
and alleys. The laneways have become
to live, work and play. Whether or
a very important part of Urban youth
not this is a justifiable argument is
culture and the way the city is viewed
irrelevant, as over time these many
from not only an arts perspective,
laneways with their secret bars and
but a city filled with opportunity for
quirky fashion boutique stores have
everyone from all walks of life.
become a historical part of the city, and will remain seen that way by
youth fuelled culture of street art.
These artistic spaces showcase a lot
The recent “lose yourself” campaign
of cosmo-multiculturilsm, but only
encouraged tourists to discover these dream like laneways that are often described as a taste of Europe in Melbourne. The laneways also form an essential aspect of urban identity, recognised through street art culture as a tribute to design.
for consumption and there is a view to those who wish to see it that way. Contemporary installation art spaces, such as the city square, are parallel with the nature of the laneways as they grow, develop, change and continue to build history and multicultural values. Melbourne will
Melburnians and tourists alike.
LANEWAYS
FASHION BOUTIQUES
boutiques, which target a different
modern with an environmental feel,
audience; one that wants a taste of
supported by the organic greens and
that splendour, but can’t necessarily
blues that the logo consists of.
afford it.
It gives a sense of grandeur to retail
The quirky, alternative nature of the fashion boutique’s hidden in Melbourne’s laneways express the ever-changing style and concrete characteristics of this cultured city. The design of these stores and their
The location of these boutique stores Designers are vital to this industry.
are fundamental in the creation of
Boutique fashion wouldn’t be
the exclusive atmosphere associated
‘boutique’ without the influence
with these businesses, the majority of
of art and design in the creation
the stores are found in Melbourne’s
of the garments, not to mention
laneways. These intriguing labyrinths
construction of the spaces from which
weave in and out of the city’s grid
these garments are exhibited and
structure and the customer will embark
sold. Similar to the ‘Edible Garden’s’
on journey to the boutiques. Often
temporary exhibition in Melbourne’s
these stores are quite difficult to find
City Square, fashion changes with
without the direction of someone
each season. Plants have a specific
who’s actually been there, so the
window each year where they will
satisfaction of a customers purchase
flourish and be high on demand to
is enhanced by the pleasure of their
targeted consumers. Fashion mimics
inclusion in the hidden culture.
botany’s seasonal highs and lows and these changes are reflective of the
Melbourne is known and sought after
design style in the city at each stage of
for its laneways, the city acts as if they
the year. Summer will bring brighter,
are an accidental social phenomenon,
and design.
explosive colour palettes in contrast
when in reality they are more like
to winter’s monochromatic blacks and
appropriations of other cultures;
The department stores of Melbourne
other complementing neutrals.
deliberately pruned and expanded in
methods of advertising, separate them from the mainstream chains and connect them to the societies of art
cater for all of society, as approved fashion boutiques are a special and privileged outlet for a higher class of society. This would appeal to them because it gives a sense of grandeur to retail, something out of the normal that isn’t accessible to your average city shopper. The expensive stores are accompanied by more affordable
order to display boutiques and culinary Melbourne is an ideal setting for
exhibitions, which admittedly, are very
fashion boutiques; the supportive
exciting to pursue.
advertising throughout the city itself provides an appropriate atmosphere for the patronage of this specific target market. The logo representing Melbourne is reflective of a designer influence in this city; it’s edgy and
Melbourne takes full advantage of these public spaces The ‘metlink’ edible garden, is a temporary exhibition that educates the wider community about local produce. Located in the centre of the city, this exhibition spreads design from the heart of Melbourne through its
This illustrates how different cities
events and stadiums. These arenas
use public spaces and how it makes
are constantly being redesigned and
them different from one other. Public
reconstructed, it shows that this city
spaces are used to benefit the whole
is constantly evolving. The Melbourne
community and should be done so
logo is evidence of this modern
accordingly. Melbourne takes full
adaption of the city, with it’s strong
advantage of these public spaces and
affiliation to design and architecture
diversely uses them to educate
it is now much more symbolic of
the broader community or to even
Melbournes character compared to the
create a broader understanding by
previous outdated city logo.
using the art installations themselves. The Metlink Edible Garden was
Throughout the years Melbourne has
installed to show and inspire people
blended cultures and ingredients to
how to grow their own produce. This
gain a label and association with the
culinary creation is also supportive
best of available cuisine. Melbourne
of Melbournes exceptional talent in
has a reputation for high quality
producing fine foods and is home to
produce which is supported by the
some of the best chefs and restaurants
Melbourne Food and Wine Festival,
Australia has to offer.
where the key goal is to promote real and delicious produce. Melburnians
As Melbourne is a multicultural
love exploring in the kitchen especially
city, it is a popular tourist spot for
with such easy access to fresh produce
international visitors, for example,
at the Victoria Markets, and the recent
Melbourne’s graffiti scene has been
attention the culinary world is receiving
attracting visitors from around the
in the media this has become a pivotal
educational environment.
globe to visit our laneways and
component in Melbourne’s lifestyle and
urban artwork. The same can be said
image. Although this city is constantly
Melbourne uses the installation art
about temporary art installations.
developing we still respect the roots
There is always something on show
in which our food comes from whilst
and has now become a given and
exploring new methods as well. The
a much anticipated event for the
Edible Garden promotes this high
next installation to pop up in the city
quality produce that we use whilst also
square. Just as Melbournes art culture
reinforcing Victoria’s lifestyle as the
is viewed all over the world the same
food and wine capital of Australia.
interactive features. The edible garden allows the people of the city to get in touch with their inner gardener and support Melbournes contemporary art installation designs in a delicious,
element to improve and give the city an artistic and creative image as well as being an art driven culture. Compared to other cities, Melbourne uses them to appreciate and show off the multicultural creativity, ultimately branding the city the way it is today.
can be said for Melbournes sporting
EDIBLE GARDEN INSTALLATION
REFERENCELIST MELBOURNE LOGO Morris, B., Verhoeven, D., 2004, ‘Performing Urban Rivalry : the Cultural Politics of First and Second Cities’ The Passionate City: An International Symposium, eds. Morris and Verhoeven, Melbourne: RMIT Publishing. Hammer, J., September 2006, From Fractal Geometry to Fractured Architecture: the Federation Square of Melbourne. Mathematical Intelligencer, Heidelberg, Vol. 28, Iss. 4; pp. 44-48. Donald, S.H, Gammack, J.G., 2007, Branding the City’ in Tourism and the Branded Economy: Film and Identity on the Pacific Rim, Hampshire, Ashgate, pp. 45-61. LANEWAYS Hewett, A., 2010, Lanes of Melbourne, Only Melbourne, Viewed on 20th May 2010 >http://www.onlymelbourne.com.au/melbourne_details.php?id=9408< That’s Melbourne City, 2009, Laneways and Arcades, Viewed on 20th May 2010 >http://www.thatsmelbourne.com.au/Placestogo/LanewaysandArcades/Pages/LanewaysandArcades.aspx< Webster, A., 2004, What’s in a street name?, The Age, Viewed on 20th may 2010 > http://www.theage.com.au/articles/2004/02/18/1077072711141.html< Fung, P. ,2006, ‘The seduction of the laneways: making Melbourne a “world city”’, Crossings Viewed on 20th May 2010, >http://www.inasa.org/crossings/11_2/index.php?apply=fung< Morris, B., Verhoeven, D., 2004, ‘Performing Urban Rivalry: the Cultural Politics of First and Second Cities’ in The Passionate City: an International Symposium, eds. Morris and Verhoeven, Melbourne: RMIT Publishing. Hammer, J., 2006, From Fractal Geometry to Fractured Architecture: the Federation Square of Melbourne. Mathematical Intelligencer, Heidelberg, Vol. 28, Iss. 4; pp. 44-48. Letterbox, 2010, Letterbox Homepage, Viewed on 20th May 2010 >http://www.letterbox.net.au/< FASHION BOUTIQUES Loreal Melbourne Fashion Festival, 2010, Loreal Melbourne Fashion Festival: Home Page, Viewed on 18th April, 2010, >http://www.lmff.com.au/< Choi, Y., 2000, ‘Understanding ICT Adoption from the SME User РCentered Perspective: Veiws from the Boutique Fashion SMEs & the Australian Goverment, Faculty of Business, RMIT University, Veiwed 18th April 2010, >http://www.ucd.smartinternet.com.au/ucdproject/Docs/ICTadoptionfromSMEUser.pdf< Fung, P. ,2006, ‘The seduction of the laneways: making Melbourne a “world city”’, Crossings Viewed on 20th May 2010, >http://www.inasa.org/crossings/11_2/index.php?apply=fung< EDIBLE GARDEN INSTALLATION Müge, A., 2005, Urban Design International, Macmillan, London, Vol. 10, Iss. 2; p. 95. O’Hanlon, S., 2009, Urban History Review, Urban Policy and Research, Toronto, Vol. 37, Iss 2; pp. 30-41. Coote, M., 2003,The Melbourne Book - A History of Now, Melbourne, Hardie Grant Books, p. 163.
RACHELBAILEY CATHRINEKAPOYANIS ERINMALLOY ELMARVANZYL