Our new logo – what’s the story?

Inner West has a new visual identity and has begun a minimal-cost phasing in of a new logo and branding.

Our logo lends itself to creativity. It is multi-faceted and can be filled in with pattern or colours to celebrate the diversity in our community.

iwc pride 250px iwc aquatics 250px

The new logo reflects that the Inner West is a uniquely creative, vibrant and diverse community.

social icon red  social logo

It uses shapes taken from our built environment, symbolising diverse neighbourhoods living side-by-side in harmony.

Brand example posters

Our new logo – how did we get here?

In June 2018, elected Council resolved that staff should commence the development of the new brand, with most of the work being done in-house, and after extensive community engagement.

The comprehensive community engagement included convening a panel of nine local, representative people to kickstart the process of selection criteria, EOI briefing for the external brand agency and final decision-making criteria.

The brand agency helped create the new look and logo for Council. Funds were allocated for that purpose in the 2017-18 Budget. This is the only cost associated with the new logo and brand ($90,000). The agency also developed brand guidelines, templates, reports, presentations, posters, flyers, DLs, signs and the quarterly newsletter.

Two concepts were developed using input from the local community about what made the Inner West unique. The two concepts were displayed for further community and staff input, which informed the final design.

Why a new logo?

Inner West Council was formed on 12 May 2016 and an interim logo and basic style guide were developed in-house almost overnight with minimal design process or staff or community engagement.

The strategy adopted at that time was to deliver an interim logo as quickly and cheaply as possible, until the appropriate time when a strong visual identity could be developed – one that reflected our diverse and vibrant community.

Council has adopted a go-slow, minimal-cost phasing in of the new logo and brand. The rollout has no allocated budget and will be based on asset renewal – this means that as Council assets are renewed or refreshed, they will then be re-branded.

For a full timeline of the development of the new look and feel, and details of the community engagement and feedback, go to our Your Say website 

Council acknowledges that this land area traditionally belonged to the Gadigal and Wangal peoples of the Eora nation.

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Page last updated: 17 Feb 2020