MRC Rebrand

Background

Consisting of the finest acoustic spaces in the southern hemisphere, the Melbourne Recital Centre is a world-class facility for the performance, recording and broadcasting of music.

With its new, audacious architecture completed, the centre needed a brand identity that worked in harmony with the building and each performance, while reinforcing its natural visual ID and brand equity.

The Big Idea

A ‘polyphonic’ identity was built based on the three facets that make up the holistic experience: the interaction of the music, the emotion and the hexagonal form inherent in the physical environment.

The identity harmonises with communications at different volumes – from overt interactions through to subtle.

This balances the relationship between event and venue, allowing a flexible but coherent brand story.

A brand experience as unrepeatable as a visit to the centre itself.

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