Project Overview

This is Ikon successfully rebranded iconic Sydney building Australia Square with its recent campaign that featured a new logo.
Ikon’s strategic development generated a fresh set of brand values centered around the building’s status of Enduring Icon, referencing other famous ’60s icons and celebrating Australia Square’s rich heritage. Ikon integrated design and culture into the campaign and communications that extended across collateral from website and electronic direct mail to leasing brochure, signage, in-centre graphics and corporate stationery.

Project Commissioner

GPT and DEXUS Group

Project Creator

This Is Ikon

Project Brief

Ikon’s brief from the client – Australia Square’s co-owners, The GPT Group and Dexus – was to reinvigorate the branding for Australia Square to establish competitive advantage for leasing agents.
Harry Seidler’s groundbreaking architectural icon in the heart of Sydney’s CBD, Australia Square was a successful vision of the future in its design, technology, social and community nature and functionality. Embracing this and the building’s visionary, optimistic era, Ikon overlaid its core essence and physical attributes with contemporary values resulting in an exciting, future-proof identity.

Project Innovation/Need

The need was to maintain and preserve the building’s heritage and prestige, as well as its architectural and historic importance, while highlighting its status as a 21st century workplace with exceptional amenities for business and leisure.

Ikon injected new life into the original Australia Square brandmark, giving its circular form and architectural blueprint lines an innovative 21st century ‘spin’ via digital animation/gif on the new website and monthly e-newsletters.

Design Challenge

The challenge can often be greater when working with an existing brand than creating a new design from scratch – particularly when the subject is a much-loved icon with an established and recognised brandmark. Design-wise it was a fine line to walk: it was essential to retain and celebrate the essence of the original while meeting our goal of breathing new life into the Australia Square brand, and revive Australia Square’s relevance and reinforce its relevance today.

Effectiveness

All aspects of Ikon’s branding campaign have been extremely well received by the client and market, successfully increasing both retail and commercial patronage.