Yesterday, Gold Coast via Junior, launched its new city logo and brand identity, as seen on the TODAY show.
The new logo will act as both a new brand identity for Gold Coast City Council as well as being used to represent the city in general when added to communications from various partners and stakeholders such as Gold Coast Tourism.
Junior was selected to develop the new brand following a competitive pitch process involving multiple agencies already rostered by Gold Coast City Council. And the project has encompassed not only development of the new logo and brand identity guidelines but also a new look and feel for the Council’s wider suite of marketing 
and community engagement comms. The agency has also produced a short, pre-launch social media campaign called ‘what’s with the red full stop?’. That has been in play since the start of this week.
Says Russ Vine, managing director of Junior: Gold Coast is one of the world’s most fascinating emerging cities. It is growing, dynamic, connected and innovative yet all still laced with an inimitable surfside vibe and a unique spirit of adventure. If Australia has an equivalent to Palo Alto or a San Sebastian, then it’s here.
The brief was to give the city a grown-up identity that was strong and unapologetic. And what we have created is brave because it is simple. Everyone has an opinion of the Gold Coast, but no one sentiment can sum it up. It is what it is. It’s the Gold Coast. Full stop. It’s been a great project to work on and we feel honoured to have played our part.
Junior evaluated the brand identities of over 50 other cities and designed in the region of 20 alternatives before the winning, preferred logo was selected. As Vine, explains, the client knew their final choice would be scrutinised and wanted to be sure the exercise had been thorough.
Says Vine: “Brand identities – especially for significant places or major events – invariably polarise and we’ve no doubt this one will do so as much as any other. There is gravitas enough in the design however to serve Gold Coast City well now they have begun to take their place on a wider, world stage. Yet there is also a big enough and endearing enough idea in the bright red full stop for us to add some unique energy to how the city is positioned going forward.”
Gold Coast is currently Australia’s fastest growing city and is now the nation’s 6th largest. In 2018 Gold Coast City will host the Commonwealth Games.
Junior was appointed by Gold Coast City Council as one of three creative agencies added to a new roster in late 2012. Junior has also been recently appointed by Crimestoppers Queensland, Rio Tinto Alcan and the sustainability agency CitySmart, for a number of multi-media projects all also breaking early to mid 2013.
Reminds me quite a lot of “I AM STERDAM” – but nowhere near as good.
Nice idea… below par execution.
I get the concept, but why the colour red?
Ronnie
Also maybe make the word GOLD gold?
Hilarious wank fest that literally no consumer will care about or even get.
It’s the Gold Coast. Full Stop.
It’s not going to change. It’s not going to evolve. It’s never going to get any better than it is. There’s nothing to surprise and delight you here. Period.
Oh, right I’ll go to San Sebastian then.
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