# Tourism-Boosting City Branding Victoria's New Logo Makeover Encourages Tourism in Australia By Jana Pijak | Published 2015-08-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/city-branding References: [9news.au](http://www.9news.com.au/national/2015/08/12/19/10/the-big-v-is-back-victoria-launches-new-logo-and-tourism-campaign) Dubbed the 'Big V,' [Victoria's](https://www.trendhunter.com/trends/resurrected-social-media) revamped city branding aims to boost the Australian destination's image. In addition to its new brand identity, Victoria's remixed logo also hopes to attract more tourists and celebrates all that the memorable city has to offer. In addition to its striking scenery and various cultural experiences, Victoria is known for its urban nightlife and covetable food. Inspired by puzzle pieces, this [city branding project](https://www.trendhunter.com/trends/zoviz) relies on bold visuals that are simplistic in their overall theme. Boasting blue and white graphics, this Victoria logo is designed by [Ogilvy Australia's](https://www.trendhunter.com/trends/philadelphia-mexican-style-campaign) advertising team and was funded by the Australian government -- whose ultimate aim is to shine a larger spotlight on one of its larges urban centers and most popular tourist destinations. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 63% | Activity: 61% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Simplistic City Branding:** Opportunity for branding agencies to create simple yet striking visuals for urban centers looking to boost their tourism. - **Food and Nightlife Promotion:** Opportunity for travel and hospitality industries to market urban centers by highlighting their unique food scene and nightlife experiences. - **Government-funded Tourism Campaigns:** Opportunity for tourism boards and governments to collaborate on branding and marketing campaigns to bring attention to popular tourist destinations. ### Where This Applies - **Branding:** Branding agencies have an opportunity to offer simplistic and striking city branding to urban centers looking to boost tourism. - **Travel and Hospitality:** Travel and hospitality industries have an opportunity to market urban centers by highlighting their unique food scene and nightlife experiences. - **Tourism Development:** Tourism boards and governments have an opportunity to fund branding and marketing campaigns to bring attention to popular tourist destinations. ## Related on Trend Hunter - [Revamped Museum Brand Identities](https://www.trendhunter.com/trends/the-brooklyn-museums.md) - [Alcohol Brand Rebrands](https://www.trendhunter.com/trends/edinburgh-gin-redesign.md) - [Australian Beer Revamps](https://www.trendhunter.com/trends/tooheys.md) - [Bright Brand Identity Updates](https://www.trendhunter.com/trends/big-hug-1.md) - [Californian Brewery Branding](https://www.trendhunter.com/trends/figueroa-mountain.md) - [Virtual Game Tourism Campaigns](https://www.trendhunter.com/trends/cape-town.md) - [Casual Pizzeria Marketing](https://www.trendhunter.com/trends/uk-pizza-chain.md) - [Modern Vitamin-Powered Water Rebrands](https://www.trendhunter.com/trends/vitaminwaters.md) - [Travel-Focused Rebranding Initiatives](https://www.trendhunter.com/trends/travel-and-expense.md)