January 19 2021, 3:07 pm | BY Ricki Green | 3 Comments 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.”