United in branding Newcastle’s new era

VISION: The City of Newcastle's new logo, unveiled on Wednesday, fits an emerging global city and connects the region's incredible facilities under one brand.
VISION: The City of Newcastle's new logo, unveiled on Wednesday, fits an emerging global city and connects the region's incredible facilities under one brand.

In 1993, Paul Keating was elected PM of Australia after John Hewson’s disastrous “birthday cake” interview with Mike Willesee. Nirvana’s seminal album In Utero was released and the grunge movement was at its peak including at Newcastle High School, my alma mater.

It was also in 1993 that the City of Newcastle launched its civic fountain logo, replacing a coat of arms with an artistic nod to the precinct.

A lot has changed over the past 26 years. Collaboration and a vision for our future has unlocked the investment and renewal our city thoroughly deserves. This change has inspired us and offered a unique opportunity to dream big for our emerging global city, including a new and improved brand.

The new logo unites our facilities and services under one simple, colourful banner, including the Civic Theatre, Newcastle Art Gallery, Newcastle Museum, Newcastle Libraries, Fort Scratchley, City Hall, Newcastle Venues and Blackbutt Reserve.

Our new brand reflects the community’s vision with the curves of the ocean represented in the ‘N’, and the colours symbolising the diversity of the natural landscape and, importantly, reflecting our city’s commitment to being a progressive and inclusive community.

Our refreshed logo better reflects Newcastle's ongoing revitalisation and will increase awareness of the assets collectively owned by all residents and ratepayers.

Nuatali Nelmes is Lord Mayor of the City of Newcastle.