Penrith City, located 50 kilometres west of the Sydney CBD is a commercial centre with a population of over 170,000 residents. The city is one of the fastest developing cities in the NSW state, having proudly hosted the Sydney 2000 Olympic Games at the International Regatta Centre and in more recent times, achieving regional city status under the NSW Metropolitan Strategy. In 2011 Penrith City Council engaged Gen.a to refresh their brand to reflect their budding economic and social development potential.
The new identity strategically positions Penrith as the ‘New West’, putting people and place at the heart of its brand. No longer apologetic about being West of Sydney, the new brand now literally declares ‘Penrith is here’, acting as a physical location mark on the map as well as an internal mark of pride.
Inspired by mapping symbols, the brand mark takes the form of a unique ‘P’ for Penrith. It is an inherently friendly, bold and immediately ownable form that engages the community and becomes more than a static logo. The strong use of orange as the core brand colour is a shift away from traditional blues and greens, symbolising a shift towards a more vibrant, confident attitude. Along with a new brand mark for the community and council, the visual identity aims to reflect the many parts of Penrith City. Graphic shapes illustrate 'a sum of parts' identity that allows diverse stories and messages to be told within the community.
Inspired by mapping symbols, the brand mark takes the form of a unique ‘P’ for Penrith. It is an inherently friendly, bold and immediately ownable form that engages the community and becomes more than a static logo. The strong use of orange as the core brand colour is a shift away from traditional blues and greens, symbolising a shift towards a more vibrant, confident attitude. Along with a new brand mark for the community and council, the visual identity aims to reflect the many parts of Penrith City. Graphic shapes illustrate 'a sum of parts' identity that allows diverse stories and messages to be told within the community.
Completed with Generation Alliance. Creative direction: Nick Morgan/Jacqueline Morony. Design: Gloria Chan, Ruth Bowers.
