City of Melbourne : Brand Development

Hive Brand Development team helped City of Melbourne refine and rollout a robust new brand architecture, brand guidelines and brand toolkit for the new City of Melbourne Brand.


The City of Melbourne is an exciting metropolis rich in culture, contrasts and hidden treasures. The City of Melbourne brand reflects a passion for Melbourne; helping and inspiring the people who live, work, study, visit and do business in the city. HIVE was engaged to strengthen the brand and to create a single voice that communicates on all levels, from arts and culture to recycling and sustainability.

Working with the City of Melbourne, HIVE developed and structured a Masterbrand which embodied the organisations essence. The toolkit and guidelines enabled the organisation to communicate to its vast audiences, whilst aligning with its strategies and goals. The brand was evolved in a way that enabled communications to be designed in a fixed or flexible approach, depending on the audience, whilst strengthening the iconic 'M'.

City of Melbourne : Brand Equity 1

City of Melbourne : Brand Equity 2

City of Melbourne : Brand Equity 3

City of Melbourne : Brand Equity 4