Sydney Mardi Gras Rebrand

STUDIO:  Moon Communications Group
DESIGNER(S):  Executive Creative Director: Greg Logan; Creative Director: Ant Donovan; Associate Creative Director: Michael Pickering; Designer: James Calpis; Art Director: Ollie Beeston
CLIENT:  Sydney Gay and Lesbian Mardi Gras

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.

Click on the below images to view at the correct resolution.

  • MG_Bcard
  • MG_Glasses
  • MG_Poster
  • MG_Tshirt
  • mardigras1
  • mardigras11

8 Responses

  1. louise

    You would think the designers would check it wasn’t a copy.

  2. Paul

    haha, ohhhh shit!

  3. I think the logo is unoriginal and a bit wishy washy and I rather my mardi gras be about activism and progress and change than ‘infinite love’.

    I think the loss of reference to queerness and GLBTQI terminology in both title and logo is a real shame and a loss to the community.

    I’ve gone into more detail here: http://blackcatproductionsaustralia.wordpress.com/2011/11/21/life-is-a-cabaret-our-response-to-the-mardi-gras-rebranding/

  4. Once again a missed opportunity to try and create something new.

  5. Beth

    looks like 2 bums touching is that what is implying…hmm

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