Using an abstract mark that depicts a sense of place of a historical city ‘Ballarat’, or a city of nature as Hobart has recently been debated. Glickfeld argues that “Organisations usually choose to redesign their visual identities to indicate a new era” (2010, p.26) and, able to communicate in a fast paced “global marketplace” (Glickfeld 2010, p.31).
In contrast, Cr Bromfield was concerned that “Changes to the Ballarat’s city heritage logo obliterate its history” (Henderson, 2012). Additionally, residents of Hobart were utterly disappointed over the city’s new brand, calling it “a Band-Aid solution” visual identity (Vowles, 2015).
“Since logos increasingly have to communicate an ethos rather than represent something figurative or literal” (Glickfeld, 2010, p.27), its visual elements are critical to convey a message. Inspired by the rebellious symbol of Eureka flag, Ballarat’s B shape forged the birth of Australian democracy that nurture a rich and wealthy heritage.
| Figure 1 Ballarat council logo: anger over change Note: Comparing the old and new logo, the old serif typeface replaced with a universal Helvetica.From “The Courier”, (n.d.) https://www.thecourier.com.au/images/transform/v1/resize/frm/storypad-3A7iN83cZd5H3JXq9xN6NkC/84ad129c-4d4f-40ac-9f14-55141d6d74ec.jpg/w1200_h678_fmax.jpg | Figure 2 City of Ballarat – Brand Guidelines Note: An extract from the Ballarat’s branding guidelines showing different use of applications. From “ABDC”. (n.d.) https://abdc.edu.au/wp-content/uploads/2018/12/CoB-Brand-Guidelines.pdf |
The navy-blue mark conveys authority, confidence, and value the community’s resilience. Its curved B is perfectly proportioned and, aligned with a universal ‘Helvetica Neue’ typeface that “Invokes social heritage” (Henderson, 2012). Replacing the serif typeface provides a corporate look, however; “Remove the end of the flag” Cr Bromfield commented (Henderson, 2012) abolished its significance.
While Ballarat casts its branding into a more conservative approach, Hobart designer created a novel visual form. Utilising Glickfeld’s concept “The designer’s task is to give form to abstract values, concept and attitudes in a single mark” (Glickfeld, 2010, p.27), the controversial symbol represents “A monogram with an abstract H, representing the community’s fabric and with reference to the landscape” (Vowles, 2015).
| Figure 3 Aldermen divided on new logo Note: The new logo and using three the typefaces.From “The Mercury”, (n.d.) https://content.api.news/v3/images/bin/cb74d7adaa1d2c6c0169a706d80fab62?width=1024 | Figure 4 Old Hobart City Council logo Note: The old logo with reference to nature and community symbols and using a serif typeface.From “The Mercury”, (n.d.) https://content.api.news/v3/images/bin/bfce62b7b52095553a6b862c39dd9adf |
The new symbol unifies a balance of cyan and bright green into a simple H shape and, incorporating serif and sans-serif typefaces. “This abstract form values the concept of nature and reflect the heritage as mingled with contemporary vision of the organisation” (Smith, 2015). However, Dr Lehman argued that “Using mixed typefaces will be fashionable” (Vowles, 2015).
For an abstract mark to be successful, people must consider that “Organisations usually choose to redesign their visual identities to indicate a new era” (Glickfeld 2010, p.26). Additionally, “It represents their city and communicates a sense of place” (Vowles, 2015). Thus, the redesign raises an awareness of “Communicating in a global marketplace” (Glickfeld 2010, p.31), and will ensure that “From time to time, organisations commonly practice it” (Henderson, 2012).
For people to reflect upon their new visual identity, they need to embrace the change.
Reference List:
Images
Fig 1. The Courier (n.d.). Ballarat council logo: anger over change. The Courier. Retrieved from https://www.thecourier.com.au/images/transform/v1/resize/frm/storypad-3A7iN83cZd5H3JXq9xN6NkC/84ad129c-4d4f-40ac-9f14-55141d6d74ec.jpg/w1200_h678_fmax.jpg
Fig 2. ABDC (n.d.). City of Ballarat – Brand Guidelines. [Screenshot]. ABDC. Retrieved from https://abdc.edu.au/wp-content/uploads/2018/12/CoB-Brand-Guidelines.pdf
Fig 3. The Mercury (n.d.). Aldermen divided on new logo. The Mercury. Retrieved from https://content.api.news/v3/images/bin/cb74d7adaa1d2c6c0169a706d80fab62?width=1024
Fig 4. The Mercury (n.d.). Old Hobart City Council logo. The Mercury. Retrieved from https://content.api.news/v3/images/bin/bfce62b7b52095553a6b862c39dd9adf
Articles from the Web
Henderson, F. (2012). Ballarat council logo: anger over change. The Courier. Retrieved from https://www.thecourier.com.au/story/311352/ballarat-council-logo-anger-over-change/
Vowles, G. (2015). Hobart city Council logo: Social media says give big ‘H’ the heave-ho. The Mercury. Retrieved from https://www.themercury.com.au/news/tasmania/hobart-city-council-logo-social-media-says-give-big-h-the-heaveho/news-story/fa1a781033b0d098d381beae8f85bfff
Smith, M. (2015). New Hobart City Council logo creates ‘single brand’. The Mercury. Retrieved from https://www.themercury.com.au/news/politics/new-hobart-city-council-logo-creates-single-brand/news-story/0ec144b7bef85e2b3f937adedbbed7ef
Vowles, G. (2015). Marketing expert says Hobart City Council logo misses the mark. The Mercury. Retrieved from https://www.themercury.com.au/news/politics/marketing-expert-says-hobart-city-council-logo-misses-the-mark/news-story/8cbcd99f98f5a73d1c15c11e4d747c06
Books
Glickfeld, E. (2010). On logophobia In: Meanjin Journal Vol.69. No. 3. Rederived from https://commons.swinburne.edu.au/file/d5637c1a-5bb6-41ba-bc54-63f59ad4df93/1/522077.pdf