What is Brand Victoria?

Brand Victoria is a Victorian government initiative to position the State as a destination of choice for international students, investors, skilled migrants and tourists.

Brand Victoria is a Victoria government initiative that aims to build a strong and meaningful identity for Melbourne and Victoria and ensure the ongoing success of our State.

We mean to achieve this by positioning the State as a destination of choice for international students, investors, skilled migrants and tourists.

To develop Brand Victoria we conducted a feasibility study and consulted with industry to come up with a creative solution and brand strategy that provides common brand values, key messages and a unique brandmark and visual identity.

The creative rationale for the State brand is built around the characteristics of Melbourne and Victoria. As is the case with a good book, where depth and complexity are experienced through evolving layers, the more you become engaged with the city or the State, the more it reveals itself to you.

In the competitive international environment a cohesive approach to communicating the unique characteristics, values and personality of Melbourne and Victoria is critical to destination and business success. 


Using Brand Victoria

Brand Victoria is a destination brand available for the promotion of Melbourne and Victoria by the Victorian Government agencies and affiliated partners.

When to use Brand Victoria and when to use the Victorian Government brand

Brand Victoria and the State Government Victoria brand have different uses:

• Brand Victoria is a destination-marketing tool that positions Melbourne, Victoria, Australia as a destination of choice in Victoria’s key international markets.
• The State Government Victoria brand is a marketing tool used to represent the Government of Victoria. Where appropriate the State Government Victoria logo may be used in conjunction with Brand Victoria.

For more information on the State Government Victoria brand, go to www.dpc.vic.gov.au/communications. 

For example:
Which brandmark should be used to acknowledge Melbourne as the host destination of an international conference?



Which brandmark should be used to acknowledge the support of the State Government as a sponsor of an international conference? (ie: in a sponsorship panel within a brochure or website)



 

Consistent messages

Brand Victoria’s primary aim is to ensure Victoria’s success in a competitive business environment through consistent and engaging communication of Victoria and Melbourne internationally. It will strengthen Victoria’s core products by acknowledging links across sectors, and communicate Victoria’s key strengths through consistent messages and imagery.

To ensure the success of this project, we have developed an approval process to ensure consistency in all uses of Brand Victoria. 

Choosing a Brand Victoria brandmark

In international markets, ‘Melbourne, Australia’ is widely recognised. ‘Victoria’ could be mistaken for a number of destinations around the world, such as Victoria, Canada. To avoid confusion, the preferred versions of the brandmark for use when communicating with international audiences are the ‘Melbourne, Australia’ or ‘Melbourne, Victoria Australia’ versions of the brandmark. This usage follows the destination marketing principles of the brand and acknowledges Melbourne as the international gateway to Victoria.