The new visual identity is to represent Burwood as a vibrant and diverse hub – a strategic centre for Sydney’s inner west – whilst paying homage to the area’s rich heritage. From a community standpoint the brand should represent a well-connected, innovative, sustainable, and inclusive region that celebrates its diversity.
After an extensive discovery and consultation phase, a new brand position was created feeding the development of a new vibrant and flexible brand identity system.
Old Burwood Council brand (left) and new rebrand (right)
The logo consists of six dynamic segments of colour – the six suburbs comprising the local government area – to represent the vibrant diversity of Burwood’s residents and lifestyle. These segments are housed within a ‘B’ device representing the perimeter of the locale and Council’s considered governance framework.
The design aesthetic is contemporary and confident yet approachable and friendly – reminiscent of the local community.
A bright colour palette conveys a sense of energy and vibrancy whilst also representing the colourful multicultural demographic. Simple, clear seriffed typography, inspired by Burwood’s earlier wordmarks, complements the contemporary aesthetic whilst paying homage to the area’s rich heritage reflecting a modern Burwood that has deep, historical roots but a firm gaze on the future.
“The brand identity is going great guns. The staff love it and where their polos into work on casual Fridays even though they don’t have to. And the feedback from external people has been great so well done.“