BRANDS AND HUMAN CULTURE
New brand identity for the MCG centred around Melbourne tourism
LOGO VARIATIONS
UNIFORM
Unforms set the standard for the
performance of the brand as a whole. A
professional and cohesive staff uniform
carried out across the stadium creates a
work environment that is successful and
thriving.
With both comfort and style in mind, the
new MCG uniform provides staff with an
asset contributing to a deeper level of
inclusion and belonging. Whilst helping
to set a level of workplace expectations
for staff, the uniforms also ensure MCG
visitors can easily identify and seek help
from those in uniform when neccessary.
SIGNAGE
Signage is one of the most essential
elements when it comes to promoting
the MCG. Given the extremely large scale
of the stadium, it is important that
visitors know exactly where they are and
where they need to be at all times. At the MCG, external signage sets the
tone for what is to come once inside. As
a result, it is important that the new and
updated designs are not only visually
concise and imformative, but equally as
attention-grabbing. Through this
signage, we aim to provide a warm
welcome to all MCG visitors.
Billboards are also an excellent way to promote
the MCG to a larger external audience. As they are typically positioned in off-site
locations, they should be utilised
effectively in order to extend the reach of
the stadium’s offerings. Likely to be positioned in areas of high
traffic, it is important for the MCG’s new
billboards to be simple yet effective in
communicating their message whilst
also attracting the attention of passers
by. With this in mind, a design with
limited text and engaging imagery is
important.
SOCIAL MEDIA AND WEBSITE
The new MCG website brings a
refreshing and functional change to our
online presence. Compatible across all
devices, the website acts as an avenue for
visitors to stay up to date with the latest
MCG news, events and stadium history. The website allows fans to connect with
the famous Melbourne Cricket Ground
wherever and whenever to ensure they
are prepared for their visit. Whether it be
purchasing tickets to the main event or
diving into the wonders of our new
virtual stadium tour, the updated
website has it all.
Social media is one of the most popular and effective ways to promote a brand. Similar to the website, our social media platforms allow users to gain insightful information and updates relating to the MCG from anywhere in the world. Through the use of social media, we are provided with an opportunity to showase the beauty and excitement that our stadium has to offer. Taking advantage of this widely accessible and adaptable form of brand identity demonstrates the MCG’s ability to remain progressive and in touch with our visitors.
PUBLICATION
Publications play an imporant role in
showcasing the best moments the MCG
has to offer. Whether it be praising the
mark of the year contenders or simply
sharing the work of our wonderful team
of photographers and journalists, a
publication positions itself as the perfect
promotional tool.
Featuring visuals consistent with our new design guidelines, the publication acts as a foundation for a professional and established brand. The thoughtful curation of content thus offers visitors an exciting glimps into the MCG experience
TICKETING AND IDENTIFICATION
Tickets are typically a visitor’s first and
last physical memento of their MCG
experience. In line with our brand’s
slogan “Inspiring Australians for
generations”, event tickets often act as
souvenirs of special moments in time
and help us to create life long memories. To ensure an easy experience for fans,
tickets must be functional and minimal
in order to display all necessary
information needed to manoeuvre
around the stadium. Typically produced
in large quantities, they must also remain
considerate of printing standards.
Providing ID cards to all our MCG staff is also an essential step towards ensuring a
safe and functional environment for both
team members and visiors. Whilst
providing fans with the ability to quickly
identify staff, the ID cards also give our
team the power to gain access into areas
not open to the general public. With a reliance on the card’s ability to
provide access to secure areas of the
stadium, a clear, unrestricted design is
neccessary to avoid potential problems
when attempting to scan the unique
staff barcodes.
