Description:

A unified purpose for Melbourne Royal
The purpose of this project was a transformational change: to unite the Royal Agricultural Society of Victoria's wide variety of individual annual events, diverse awards, and venues under a single, powerful Masterbrand. We created Melbourne Royal, a powerful Masterbrand capable of building consistent year-round equity, enhancing awareness, and fostering a stronger connection with audiences across all its activities. From prestigious awards to the iconic Royal Melbourne Show and anything in between. The objective was to create a brand that could flex across any occasion while telling a unified story of agricultural celebration.

A platform for celebration
The logo integrates the organisation's initials within the form of a royal crown, signifying heritage and excellence, while subtly incorporating the iconic original shape of the Showgrounds. This fusion creates a distinctive mark that functions as "A Platform for Celebration". This versatile holding device seamlessly adapts across a vast spectrum of applications. From the refined elegance required for wine awards to the vibrant, dynamic energy of the Melbourne Royal Show, the system ensures consistent brand recognition with endless flexibility for creative expression.

A platform for celebration
The logo integrates the organisation's initials within the form of a royal crown, signifying heritage and excellence, while subtly incorporating the iconic original shape of the Showgrounds. This fusion creates a distinctive mark that functions as "A Platform for Celebration." This versatile holding device seamlessly adapts across a vast spectrum of applications. From the refined elegance required for wine awards to the vibrant, dynamic energy of the Melbourne Royal Show, the system ensures consistent brand recognition with endless flexibility for creative expression.