A new organisational brand and identity aimed to reflect Mandurah’s pride and evolution
On Wednesday, community leaders including City of Mandurah mayor Rhys Williams and junior mayor Tommaso Sewell along with councillors and other vital citizens revealed the city’s new logo.
Mayor Rhys Williams said council had recognised the need for a strong brand for Mandurah that would help set the image and reputation of this place, now and into the future.
“A strong brand has always been important, but more so now than ever, we need to be loud and clear about Mandurah’s priorities, needs, and aspirations so we can confidently evolve to become a 21st century city without losing sight of those things that make us unique,” mayor Rhys Williams said.
“This brand represents our community stories and growth, from our Indigenous Noongar first people, to the many people who are proud to call Mandurah home today, and those stories are central to our identity.”
Mandurah’s new place aspiration, “Woven by waterways, a city with a village heart”, is reflected within the new brand, and is a cumulation of community ideas and input collected during the Mandurah Matters engagement project according to the city.
One of the first steps in rolling out the more than $200,000 rebrand will be the dual naming of city-owned buildings.
Council chambers (Boordiya Mia), administration building (Yoolin Mia), Mandurah Seniors and Community Centre (Dandjoo Kaadadjan Mia) and Billy Dower Youth Centre (Moorditj Mia) will all receive dual name branding in Noongar language within the next year.
The local government said dual naming of buildings and meeting places is an important step in celebrating and preserving the traditional language of the first people and is also a component of the city’s Reconciliation Action Plan.
The brand identity is made up of eight distinct parts that reflect Mandurah’s history and evolution and creates a strong sense of place:
- M – Mandurah/Mandjoogoordap, recognition and pride
- Sails – representing life on the water
- Seabird – representing coastal, freedom, peaceful
- Bridges – representing connection, thriving city
- Waterways – representing the Wogaal, dreamtime connection, beauty, energy
- Boats bow – reflects Mandurah’s history, fishing and crabbing, recreation
- Meeting Place – meeting place of the heart, people of Mandurah
- Ripples – represents water, movement and our energy
Inspired by the six Noongar seasons – Birak, Kambarang, Djilba, Mookaroo, Djiran and Boonaron, the colour palette of the new identity has been chosen to reflect the colours of the landscapes of Mandurah and its connection to the land and water.