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After nearly two decades as a place for the world to meet, celebrate and be together, Fed Square has embraced a new logo that reflects its position as the beating heart of Melbourne.
Since it opened in 2002, Fed Square has been a world-class space for dynamic and public events, where locals and visitors can engage with a spectrum of experiences. Under a new vision, supported by the recent Government review, the new branding positions Fed Square as ‘Anything But Square’ while promising a ‘Kaleidoscope of Experiences’.
Suzana Bishop, acting CEO Fed Square said: “Fed Square is a globally iconic destination and Melbourne’s gathering place, where visitors are immersed in unique cultural experiences and architecture that celebrate Victoria’s rich heritage and identity. As a result, our brand needs to inspire, engage and celebrate our community. And our new identity does just that. It’s reflected in our program of events and offerings too.”
The rebrand was led by Australian-based agency Interbrand who have previously worked on iconic Australian brands including the Sydney Opera House. In line with the new identity, Fed Square has also partnered with Australian artist and illustrator Tanya Cooper whose passion for bright colours and fun will be injected into various mixed media branded collage work.
With this rebrand, we also celebrate Fed Square’s history. A number of short documentaries have been created to showcase the Square’s heritage, architecture, design, engineering and sustainability initiatives. These include: Fed Square’s Architecture & Design; Sustainability and The Labyrinth (an underground maze that acts as a passive cooling/heating system), Engineering and The Deck, and the Princes Walk Vaults, Fed Wharf and the connection to the Yarra River. They will be available to view on the Fed Square website and will be released each week from January 15.
In addition, there are three special episodes of the Anything But Square podcast series which celebrate Fed Square’s past featuring interviews with notable people involved in the Square’s creation including Donald Bates, one of the original architects.
To celebrate the launch of the new brand, and in keeping with the new direction, this month Fed Oasis launches as part of Fed Summer. Fed Oasis features grass zones dotted throughout, vibrant beanbags and comfortable striped deck chairs to relax in, under the shade of umbrellas as far as the eye can see. This comes directly from community feedback seeking greater shade and comfort in the Square. To accompany Fed Oasis, there will be live music, films, and free wellbeing classesthroughout the summer months.
For more information visit /events/anything-but-square
For further information or media enquiries, please contact Asha Holmes Publicity: Asha Holmes | firstname.lastname@example.org | 0403 274 299