Whadjuk 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 elements of Perth’s native surrounds, including Ngangk / the sun, Kaarta Gar-up / Kings Park, the Moodjar Tree, Banksia, Kangaroo Paw, and the Derbarl Yerrigan / Swan River.
The brand work includes a new logo for the City created in collaboration with Block Branding, the City of Perth’s Elders Advisory Group, Whadjuk community leaders and members of the Brand Perth Forum.
The icon within the City of Perth brandmark is referred to as the ‘Shield’. It is a symbol of reconciliation inspired by Noongar Elder Margaret Culbong’s crochet shield, which was gifted to the City of Perth and currently resides in their cultural collection.
“It had the white man’s shape and size but it was putting our mark and our claim on our country.” – Elder Margaret Culbong.
The shapes within the icon represent the topography of Boorloo / Perth. The warmth of the City radiating out, the green of our land, and the blue of our iconic Derbarl Yerrigan / Swan River.
A suite of contemporary illustrations, inspired by the City’s iconic landmarks, precincts and themes, was developed alongside and provides a practical and flexible brand extension.
