Moon Communications Group worked in consultation with the Sydney Gay and Lesbian Mardi Gras organisation to help define and evolve the brand strategy and identity for 2012 and beyond.
The new event logo – two hearts coming together equally and infinitely – expresses “the unity, humanity and personality of the brand”, said Moon ECD, Greg Logan. “The logo is a universal symbol that connects with everyone in a different way,” he said. “It symbolises all types of genders coming together and does not discriminate. Its symmetry indicates equality and people coming together to celebrate love.”
However Logan is keen to point out that the rebrand isn’t just a new logo and new event name: “It’s representative of an entire strategy based on an ethos and sentiment of inclusivity, unconditional love and diversity,” he said.
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