18.02.2021Fed Square is Anything But Square!

Fed Square has officially launched its new brand! Headlined by the first new logo for the precinct since opening in 2002, this new visual identity for Fed Square represents a renewed commitment from the team to support partners and the community and deliver a kaleidoscope of experiences here at the civic and cultural hub of Melbourne.

For the past 18 years, Fed Square has established itself as a globally iconic destination and Melbourne’s gathering place. It recognises, however, that plenty can change in that time. The new brand represents the need to consider how Fed Square can maintain its status as a place of civic and cultural importance for Melburnians and a meaningful destination for visitors to the city.

Based on insights about how the community perceives Fed Square, how it uses Fed Square, and how it wants to be served by Fed Square, the brand and new direction for Fed Square has also been informed by the valuable insights, feedback and advice provided by many of their partners, for which Fed Square is incredibly grateful.

Fed Square’s promise is to deliver an ongoing tapestry of event programming and a kaleidoscope of experiences that is anything but square – inspiring, engaging and celebrating the community. The new logo and visual identity embodies that commitment to listen to the community and partners, respond to their needs for Federation Square, and redefine what it means to be a world-class civic and cultural precinct.

You will see the new logo and visual identity roll out across Fed Square and in a program of events and activities, placing a renewed focus on Fed Square’s civic and cultural offering and celebrating Fed Square’s architecture, design, heritage and identity.

For partners, the new brand signals Fed Square’s dedication to collaborating and innovating with you to create powerful and meaningful experiences for visitors to Fed Square and is an opportunity to work together to try new things, be bold, and explore untapped possibilities.

We encourage you to visit Fed Square soon (when safe to do so!).

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