Agency behind Inner West Council rebrand refutes similarities to Droga5 work

The Inner West Council has opened submissions for community feedback on its rebrand and logo redesign, with two concepts being put forward.

For The People, the agency behind the rebrand, has refuted Mumbrella’s suggestion that the first proposed concept resembles Droga5’s work on Coal’s Drop Yard in London.

According to the council’s website, the first concept, ‘life on the inside’, uses “iconic shapes and forms of the area to house diverse expressions of what it means to live in the Inner West, focusing on the cultural, historical and creative diversity of the area.”

The second, ‘building a framework’, focusses on the people of the Inner West, their stories and what they’re creating.

Mumbrella asked For The People about the similarities, which include shapes found from the surrounding area.

In a statement, the agency said: “We’re in the early stages of concept exploration with the brand identity for Inner West Council. To suggest that exploratory work is a final direction would misrepresent the process.

“A significant amount of testing and development is still to be done across all parts of the identity system. There are many combinations of elements — colour, fonts, typography, icons, imagery, language, etc — to be looked at before a concept is accepted or approved. With each iteration of work the system can change dramatically.

“The brand identity system that is ultimately launched will be distinctive to and representative of the Inner West.”

The proposed ‘life on the inside’ concept for the Inner West Council’s rebrand

Droga5’s work for Coal’s Drop Yard

The project is being designed and managed by an internal council project team, while responsibility for the development and delivery of the visual identity, collateral and brand guidelines falls with For the People.

When Mumbrella asked the Inner West Council about the similarities, a council spokesperson said that since the work is “taking place externally, we are unable to comment on the creative process to date.”

“Two alternative conceptual designs have been put forward which are both in the early stages of development,” it added. “Council is seeking community feedback before progressing further.”

The council has opened the two suggested concepts for community feedback, which can be given here.


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