City of Light
Perth’s Indigenous culture, unique landscape, and reputation as the ‘City of Light’ have been captured in a new brand for the City of Perth.
The indigenous-inspired logo features heavy inspiration from Perth native surrounds including Ngangk (the sun), Kaarta Gar-up (Kings Park), Moodjar Tree, Banksia, Kangaroo Paw, and Derbarl Yerrigan (Swan River).
The idea of Perth reclaiming its reputation as the City of Light was crystallised during the Perth Brand Forum held in July 2021, with the community in support of this vision. Stakeholders also identified that the theme of ‘light’ represents Perth in many aspects such as safety, sunshine, night time economy, vibrancy and more.
This theme of ‘light’ has been gathering momentum through the City’s key events such as the Perth by Light winter campaign and Christmas Lights Trail. This brand is an important opportunity for the City to build its reputation as the City of Light.
Until now, the City of Perth did not have its own a municipality logo, making it an exception across other Australian Capital Cities. The City of Light brand project is an opportunity to be progressive and produce a united and purposeful municipality logo.
The City of Perth’s new brand does not replace its traditional coat of arms - the new logo will work alongside the official insignia to better represent the City of Perth and all it has to offer.
Officially launched to coincide with the City of Light drone show which commemorated 60 years since John Glenn’s historic first orbit of Earth. In 1962, Perth residents and businesses left on their lights, shone torches to the sky and lit lanterns to generate as much light as possible – Glenn commented on the brightness from space and Perth became known as The City of Light.
The brand work includes a new logo for the City created by local agencies Nani Creative and Block Branding. The City of Perth’s Elders Advisory Group have been consulted and have been instrumental in the design process.
Why have the City of Perth decided it needs a new logo, why now?Until now, the City of Perth did not have its own a municipality logo, making it an exception across Australian Capital Cities. The City of Light brand project is an opportunity to be progressive and produce a united and purposeful municipality logo.
The timing was to align with the 60th anniversary of John Glenn’s friendship flight, as we were dubbed ‘The City of Light’ at the time. While we’re closed to the world at moment, it’s important we have a strong brand for the City of Perth ahead of visitors arriving back into our city.
What is the cost to ratepayers?The brand development and style guide had a total cost of $150,000. The City will take a sustainable approach to brand rollout as part of the 22/23 budget.
How was the aboriginal community involved in the brand process?
The City of Perth’s aboriginal Elders Advisory Group were consulted on the new brand and logo and have been instrumental in the design process.
Nani Creative, the indigenous design agency who worked on the project, deliver authentic and traditional design services, that are relatable and meaningful to both Aboriginal and non-Aboriginal Australians.For any questions related to the cultural consultation of the new brand, please contact Nani Creative at firstname.lastname@example.org
Who was consulted on the new brand?Throughout the Lord Mayor’s Perth Brand consultations in 2021, industry leaders’, professionals, community members and stakeholders all discussed future brand options for Perth. The ‘City of Light’ came through as a major theme during a community consultation focused on a brand for the City. Some prominent voices included in the consultation included Danny Ford, Carol Innes and Richard Walley.
Did you use local businesses on this project?The City of Perth worked with two local brand agencies on this exciting project - Block Branding and Nani Creative worked together to produce the concept, design and collateral.
How does this new logo work alongside the current City of Perth logo?The City of Perth’s new brand does not replace our traditional coat of arms - the new logo will work alongside the official insignia to better represent the City of Perth and all it has to offer. The traditional coat of arms will still be used in all official City business, including Council Papers etc.