Interbrand reveals new brand for Fed Square

19 January 2021

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Anything But Square.

Fed Square has revealed a new look and feel for its brand after nearly two decades as a place for the world to meet, celebrate and be together.

The strategic and creative work, by Interbrand Australia, reflects and reinforces the Square’s position as the beating heart of Melbourne. 

Since opening in 2002, Fed Square has been a place where everyone’s welcome, with events and experiences to surprise and delight locals and visitors alike.

In 2019, Fed Square partnered with brand consultancy Interbrand Australia to craft a new vision.

The consultancy has previously worked with such iconic Aussie destinations as the Sydney Opera House, MCG, The Rocks, and Darling Harbour.

After a two-year collaboration, supported by a recent Government review, the rebrand is here, anchored by the creative idea of ‘Anything But Square’ and promising a ‘Kaleidoscope of Experiences’.

“Our new identity has been developed based on insights gathered about how the community perceives Fed Square, how it uses Fed Square, and how it wants to be served by Fed Square," Fed Square acting CEO Suzana Bishop says.

"Working with Interbrand to realise how this would be expressed visually has been a great process and we’re exceptionally happy with our new look. Fed Square has a cultural importance for Melburnians and is a meaningful destination for visitors to the city.

"Being ‘Anything But Square’ is our promise to the community – Fed Square will provide a vibrant, ongoing tapestry of event programming and a kaleidoscope of experiences. It’s our flag in the ground and part of Fed Square’s ambition to redefine what it means to be a world-class urban civic and cultural precinct.”

Interbrand Australia creative lead Alex Creamer says the new identity has been designed embrace the "quirks and culture" of Fed Square since its inception.

“We introduced the ‘Dynamic Square’—inspired by the infamous glass building facades—as a way of symbolising the creative idea of ‘Anything But Square’," Creamer says.

"It’s an adaptive and flexible platform, designed so the Square’s community and experiences alike can express themselves in all their splendour.”

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.

Adding further personality and flair are Never Sit Still’s motion and ident work, which will appear across Fed Square’s digital platforms and physical screens on-site.

On the physical side, the Square is launching Fed Oasis.

A part of Fed Summer, Fed Oasis will feature 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.

Fed Oasis will be the catalyst for a host of new digital and physical activations and experiences, guided by Interbrand Australia and Fed Square.

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