Melbourne Skydeck

Brand Identity Design

challenge

Located on the 88th floor of the Eureka Tower, Melbourne Skydeck is the southern hemisphere’s highest observation deck, and has long been one of the city’s most popular attractions, consistently welcoming over 500,000 visitors every year. Following a major multi-million dollar redevelopment, the Melbourne Skydeck experience has greatly expanded to incorporate major new virtual reality experiences, a huge 3D-printed scale model of Melbourne, a champagne bar with upgraded hospitality and an immersive app with augmented reality features. With the advent of the incredible investment and redevelopment works to the venue, Melbourne Skydeck needed a refreshed brand identity which not only better reflects its dynamic new attractions, but creates a revitalised impression that would inspire locals and tourists to discover (and rediscover) all that the new Melbourne Skydeck had to offer.

SOLUTION

With such an ambitious and diverse range of experiences in development for the relaunch, it was important the revitalised brand worked hard to complement and enhance the spirit of this next chapter for Melbourne Skydeck. At its heart, the solution for the identity features a triangular symbol, whose shape was inspired by the floor plan of Melbourne Skydeck. The shape was then adapted to create a multi-dimensional, dynamic impression when layered over the wordmark text. The intent was to create a look which connects with the future oriented, technology driven attractions, whilst maintaining a sense of immediacy and simplicity. Supporting the primary brandmark is a series of subbrands developed specifically to brand each key attraction across the venue. The final brand system presents a rich and inviting impression for an experience which is sure to excite and delight many millions of visitors to come.