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New Face for Melbourne City Mission


Tuesday, 5th February 2013 at 9:13 am
Staff Reporter
Iconic Melbourne grassroots welfare organisation, the Melbourne City Mission, is to unveil a new identity - re-branding itself to represent a more caring, committed, supportive, community-focused and compassionate organisation.

Tuesday, 5th February 2013
at 9:13 am
Staff Reporter


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New Face for Melbourne City Mission
Tuesday, 5th February 2013 at 9:13 am

Melbourne Citymission's current brand

The new logo to be rolled out over the coming months

Iconic Melbourne grassroots welfare organisation, the Melbourne City Mission is to unveil a new identity – re-branding itself to represent a more caring, committed, supportive, community-focused and compassionate organisation.

“We believe the new brand communicates powerful messages symbolising connectivity, community and compassion and ‘brings a human side to the brand," CEO of Melbourne City Mission, Rev. Ric Holland said.

The Melbourne City Mission was established 157 years ago by the Churches of Melbourne in 1854. 

“Melbourne City Mission has been around for almost as long as Melbourne itself and over the years have adapted and evolved alongside the people we work with, always responding to the changing needs of communities," Rev Holland said. 

“Our new logo portrays us as a modern, switched on charity, connecting people with programs. While the old logo has clear associations with the city, the new one is viewed as more personal, lively and innovative.

“This new brand represents a collaborative philosophy, responding to individual need in a dynamic and vibrant way. It will also help increase awareness around the valuable services we provide and strengthen our recognition within our sector.” 

Rev Holland says that the rebrand links the new brand to common Melbourne City Mission values and themes, which include integration, social inclusion, thinking creatively and doing better, growth and innovation.

“Staff consultations were carried out to gauge opinion about current branding and to ask what / who Melbourne City Mission represents. The feedback from these sessions described Melbourne City Mission as ‘caring, committed, supportive, committed to community, compassionate and helpful’, none of which is conveyed by the existing logo,” he said.

Melbourne City Mission engaged Faith Agency to develop a new brand identity, with a brief to demonstrate these qualities and portray Melbourne City Mission as being contemporary and warm.

“When designing the new brand it was important not to create an image that existing users and supporters couldn’t identify with; staff buy-in was crucial to the new identity’s success," Rev Holland said. 

“The new identity was presented internally and feedback was positive; it had a strong impact on changing perceptions about Melbourne City Mission and there was a significant increase in the impression of the charity being modern, vibrant, contemporary and young.”

The new look will be rolled out over the coming months.



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