The City of Melbourne has been using a new city-wide identity for the past year – and it’s simply fantastic. As some of you may or may not know, my family is from Melbourne and my mum is currently visiting our family in Australia. I was sad I couldn’t travel with her on this particular trip home, but am thrilled that she told me about this daring and eye-catching design representing the city.

The city website notes that “the design reflects a city recognized internationally for its diversity, innovation, sustainability and livability.” I especially appreciate the range of possibilities the “M” affords the designer for both print and web based collateral.

What goes on behind the scenes of a brand identity program? Read what Jason Little, the creative director who worked on the re-branding project has to say.