Fed Square reinforces itself as the beating heart of Melbourne in new rebrand via Interbrand

Since opening in 2002, Fed Square has been a place where everyone’s welcome, with events and experiences to surprise and delight locals and visitors alike. In 2019, Fed Square partnered with brand consultancy Interbrand Australia to craft a new vision. The consultancy has previously worked with such iconic Aussie destinations as the Sydney Opera House, MCG, The Rocks, and Darling Harbour.

After a two-year collaboration, supported by a recent Government review, the rebrand is here, anchored by the creative idea of ‘Anything But Square’ and promising a ‘Kaleidoscope of Experiences’.

Says Suzana Bishop, acting CEO, Fed Square: “Our new identity has been developed based on insights gathered about how the community perceives Fed Square, how it uses Fed Square, and how it wants to be served by Fed Square. Working with Interbrand to realise how this would be expressed visually has been a great process and we’re exceptionally happy with our new look. Fed Square has a cultural importance for Melburnians and is a meaningful destination for visitors to the city. Being ‘Anything But Square’ is our promise to the community – Fed Square will provide a vibrant, ongoing tapestry of event programming and a kaleidoscope of experiences. It’s our flag in the ground and part of Fed Square’s ambition to redefine what it means to be a world-class urban civic and cultural precinct.”

Says Alex Creamer, creative lead at Interbrand Australia: “The new identity has been built to double down on the different by embracing the quirks and culture of Fed Square over the decades. We introduced the ‘Dynamic Square’—inspired by the infamous glass building facades—as a way of symbolising the creative idea of ‘Anything But Square’. It’s an adaptive and flexible platform, designed so the Square’s community and experiences alike can express themselves in all their splendour.”

In line with the new identity, Fed Square has also partnered with Australian artist and illustrator Tanya Cooper, whose passion for bright colours and fun will be injected into various mixed media branded collage work. Adding further personality and flair are Never Sit Still’s motion and ident work, which will appear across Fed Square’s digital platforms and physical screens on-site.

On the physical side, the Square is launching Fed Oasis. A part of Fed Summer, Fed Oasis will feature grass zones dotted throughout, vibrant beanbags and comfortable striped deck chairs to relax in, under the shade of umbrellas as far as the eye can see. Fed Oasis will be the catalyst for a host of new digital and physical activations and experiences, guided by Interbrand Australia and Fed Square.