Project updates

Project details

Council is creating a new look and logo. After considerable community consultation we have developed two concepts that reflect your Inner West. We want input from the community on these two concepts to develop the final Inner West Council visual identity.


Inner West Council was created from the amalgamation of Ashfield, Marrickville and Leichhardt Councils in May 2016. The current interim logo was developed overnight in response to the sudden NSW Government mandated amalgamation with the intention of short term use only. There was no time for consultation with the community or staff and was designed internally as a simple graphic placeholder and holds no brand equity.

Under administration at that time, the decision was to minimize spending on the applications of the logo and guidelines until the new Council was elected. They have now resolved to create a permanent visual identity that would involve and encapsulate the people and the place of Inner West.

Since then, extensive visioning work and engagement has been undertaken by Council staff with the Inner West community, stakeholders and staff to develop Council’s brand strategy and framework. We received input from 7000 people to this point and the outcome of the engagement identified key components in the brand development including vision, principles, brand attributes, personality, audience and sense of place. Now it is time to create a new corporate visual identity which reflects the Inner West community.

Two concepts have resulted from the extensive research and community consultation.

How you can have your say on the two concepts

Concept one - 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.

Concept two - Building a framework, puts the focus on the people of the Inner West, their stories and what they’re creating. The logo acts as a frame for different types of content adjusting and flexing from piece to piece and always keeping unique character at the centre.

Once you’ve viewed the concepts, tell us what you think.

Feedback closes on Tuesday 19 March.

What happens next?

We are about 60% of the way through this journey. Your feedback will be provided to the Panel and the design agency and will influence the final design.

About the project

This project is designed and managed, including all engagement by an internal project team and the development and delivery of the visual identity and associated collateral and brand guidelines, is being undertaken by branding agency For the People, commissioned through an EOI/tender process. The allocated budget is $90,000. To minimise up-front costs, changing to the new logo on current assets, collateral and livery will be rolled out over time when items such as signs, uniforms etc need replacing.