Brisbane is exploring a potential rebranding as it prepares to host the 2032 Olympics, prompting discussions about the city’s identity. While the city is proud of its reputation as Australia’s sporting capital, opinions diverge on what the brand should represent. The conversation gained traction after US-based brand designer Caleb Nugent presented a new vision for Brisbane at the request of the city’s tourism body.
Nugent, co-founder of BrandFoundry Collective, shared his ideas through a post on the @Brisbane Instagram account. His proposals included slogans such as “Ain’t no party like a Brisbane party” and “Give me Brisbane any day,” along with a logo inspired by the shape of the Brisbane River. The design features vibrant green colours and a modern typeface. Brisbane’s Lord Mayor Adrian Schrinner praised Nugent’s efforts, describing them as part of a stream of creative ideas aimed at enhancing Brisbane’s global profile.
Local reactions to the proposals have been varied. Many embraced Nugent’s concept, and there are indications that a meeting may be forthcoming to discuss potential next steps. As an active participant in the conversation surrounding Brisbane’s brand, I consulted local designers to understand their perspectives on the need for a rebrand and its implications.
Identifying Brisbane’s Unique Character
Brisbane graphic designer and illustrator Katrina Potter noted that incorporating the Brisbane River into the design was a strong concept. However, she cautioned that a designer unfamiliar with the city might struggle to capture its essence accurately. “The biggest trap is designing something that feels like it could belong to any Australian city,” she remarked.
Similarly, Louise Crozier, a Brisbane-based brand designer with 15 years of experience, concurred that referencing the river was a good direction. She highlighted that the river serves as the “heartbeat” of the city, reflecting how residents experience Brisbane.
Creative director Dave Byrne from Bigfish Design, the firm behind Brisbane’s current tourism branding, emphasized the city’s complexity. According to him, Brisbane is challenging to encapsulate in a single symbol, which is why the existing brand is built around a feeling instead of a specific icon. Byrne explained that the existing branding captures a blend of nostalgia and new energy, resonating with both locals and visitors.
The existing tourism brand, launched in 2022, draws inspiration from the city’s natural environment, featuring colours that represent jacarandas, sunsets, and the greenery of the region.
The Need for a Thoughtful Approach to Rebranding
As discussions continue about whether Brisbane needs a rebrand before the Olympics, Crozier argued that the focus should be on the rationale behind any rebranding efforts. She stated that it is crucial to define the purpose of the brand before finalizing any design. “Tourism brands are built for visitors, not residents,” she explained, highlighting that locals may feel disconnected from the current branding.
Potter echoed this sentiment, asserting that a pre-Olympic rebrand could be an excellent opportunity if approached thoughtfully. “It’s an incredible chance to show the world what Brisbane has become,” she said, cautioning that rushing into a rebrand purely to align with the Olympics could lead to negative outcomes.
Both designers stressed the importance of involving local creatives and communities to ensure that any new branding feels authentic. Crozier emphasized that a city brand should be developed before the Olympics, allowing the Games to enhance Brisbane’s story rather than overshadow it. “The brand needs to exist before the spotlight,” she stated.
A well-crafted brand requires thorough research, active listening, and a clear strategic approach to create something impactful. As Brisbane stands on the cusp of significant global attention with the upcoming Olympics, defining its identity could shape perceptions for years to come.
As the conversation around Brisbane’s identity continues, the city faces a pivotal moment to articulate its essence and showcase its unique character to the world. The outcome of these discussions will not only influence the city’s brand but also its reputation as a host of the prestigious Olympic Games.
