a logo refresh for Brisbane, AUstralia
We put the 'B' in Brisbane
In October 2025, I responded to an open invitation from Brisbane to reimagine its identity ahead of the 2032 Olympic Games. A hidden “B” in the curves of the Brisbane River sparked a viral logo concept that generated 700K+ impressions, national media coverage, and an invitation to visit the city in person.
Feb 22, 2025
In October of 2025, I responded to an invitation from @Brisbane, the Australian city’s leading source for property, business, events, food & wine news to design a logo for the city in anticipation of the coming, 2032 Olympic Games.
Gearing up for the XXXV Olympiad, all eyes are on the city of Brisbane, Australia, the rapidly growing city set to host the games.
I redesigned a logo for the city, finding a unique opportunity within the shape of the central river in Brisbane: the letter ‘B’ hiding in its curves.
Overwhelming Response
After finding the idea, I presented my concept and case for the revised city logo on social media and the project was a massive success, collecting over 700K impressions across Instagram and TikTok and gathering over 38,000 likes.
The logo design was picked up by the radio, Sydney Morning Herald, Courier Mail, Brisbane Economic Development Agency (BEDA), and media across Australia. Brisbane’s Lord Mayor, Adrian Schrinner shared the logo with his audience, sparking a wider conversation about how Brisbane presents itself to the world, and personally invited me to visit the city and experience Brisbane in person.
Satisfying Outcomes
Ultimately, I was flown to the city by the @Brisbane team who will be adopting the new logo, and given a tour of the spots they’ve come to love.
Within a few weeks, I found myself:
- In some of the largest Brisbane and Queensland news publications
- Reading hundreds of comments about my barbaric pronunciation of the city's name.
- Featured on numerous radio shows, both on the east and west coasts of Australia
- Talking about the logo on the largest Australian TV news network.
While the overwhelming response from Brisbane residents was positive and in support of the logo design and the story behind it, many were quite upset by the fact that I was not a local.
With logo and identity design being a quite daunting field to present work, I was relieved to find that the bulk of the criticism was in reference to where I was from, and not what I made.
Over the coming weeks, the @Brisbane team will be adopting the new identity.
Brisbane, a city I barely knew existed before this project, will now forever hold a special place in my heart and I thoroughly enjoy the relationship we’ve been able to build with the @Brisbane team as they adopt and lean into this new identity, leading the city in local destinations, food, news, and property with creativity and energy.
