New contemporary brand for Southern Mallee soon to be launched
The Southern Mallee has a contemporary new visual brand, which over time, is hoped will help increase visitation to its towns and build awareness of local facilities and shops available to travellers along the Mallee Highway.
This news follows the development of a $30,000 Business and Visitor Wayfinding Project by the Southern Mallee District Council.
The project is part of Council’s strategic goal to make the region an attractive place to stop, visit and spend money.
The project steering committee and Council are understanding of the fact that while necessary border closures are in place due to the COVID-19 pandemic, the opportunity of this project may not be realised for some time.
The Southern Mallee Business and Visitor Wayfinding Project Steering Committee was established in late 2019 to drive the project, and worked closely with experienced brand agency ON: Creative to develop the new look and feel. The committee is made up of local community members, business owners, Elected Members and Council staff.
The new brand has been designed to encapsulate Southern Mallee as a place (as differentiated from the Council itself which has its own, separate and unique brand).
The brand, which includes striking colour shades of orange, brown, black and white have been developed into an iconic brand, which takes in key elements around the sun, water and highway connection point to form a creative branding device, or logo, to be used across the two towns as they develop over the coming years.
The next steps in finalising the brand development are to refine the final graphic elements to completion, and then develop an overarching style guide which maps out who the branding devices can be used across the area.
In terms of a physical presence of the new brand, local community members can expect to start seeing it visually across much of the signage associated with the Pinnaroo Village Green Masterplan Project and the Lameroo Town Centre Revitalisation Project.
See the links below for more, or follow our Facebook page for updates.
- Read the media release here
- Download the new concept plan and images here
- Review the steering committee meeting minutes here
*Please note: The project steering committee and Council are understanding of the fact that while necessary border closures are in place due to the COVID-19 pandemic, the opportunity of this project may not be realised for some time. However, the prospect of its rollout over time is incredibly exciting.
**Please note: Image mock-ups used in this post are artist’s impressions only, to provide a concept view of what the new brand might look like when physically installed. We understand that the township placement and names on some of these are inaccurate, and they should be taken as a visual guide only.