This week's bonus task was to redesign the controversial NSW Government logo.
Current Logo:
Proposed Logo:
Redesign Rationale
My redesigned logo incorporates elements relevant both to the State of NSW generally, and to Government. The logo consists of a waratah enclosed in a silhouette of the NSW border (in bright blue). This in turn is enclosed in a shield shaped navy blue silhouette.
The use of the shield shape is a homage to the classic Australian Government logo and coat of arms. This has the added bonus of conveying the idea of being authoritative and official. Sharp and striking lines are used throughout the State and shield outline in order to modernize the design and make it appear new and innovative.
Blue is used throughout logos (and more broadly throughout marketing) to convey a trustworthy, stable and authoritative brand persona. These are essential qualities in a government. Two shades of blue are used in the design, with the navy blue of the shield surrounding the State shape also symbolising the ocean which borders the east, and by which most of the State's residents live.
The State's official flower, the waratah, is still incorporated in the design. The flower design used is taken from one of many alternative logo designs already suggested to the government to replace its current logo.
This blog post was made for a MKTG3023 assessment task.