Rundle Mall’s new brand cost $70,000 and its logo is very ... plain
Rundle Mall has a new logo as part of a $70,000 brand revamp – and it’s not exactly mind-blowing. Take a look and give your verdict.
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Adelaide’s leading shopping strip has a new identity – but has its new logo dropped the ball?
Rundle Mall’s new brand “identity” and logo, which cost $70,000 to develop this financial year, is very simple – just two circles to represent the iconic Malls Balls and a plain sans-serif font saying “Rundle Mall”.
The Rundle Mall Management Authority says the logo and tagline “Expect it All” is “deliberate in its simplicity”.
Rundle Mall general manager Johanna Williams says the new identity, created by South Australian agency Simple Integrated Marketing, had an inviting look.
It was launched in conjunction with the Mall’s Christmas program. And it has “longevity” – so expect it to stick around.
“The new brand reflects the Mall today and the ever-evolving retail landscape,” Ms Williams said.
“Given generations of South Australians have an affinity for the iconic Mall’s Balls, it’s a symbol that resonates with every segment of our audience. We are always conscious of ensuring we invest strategically in initiatives that support our core goal, which is to drive visitation to Rundle Mall.”
SEE RUNDLE MALL’S NEW AD
The mall’s previous tagline and identity – Unfold Rundle Mall – was developed more than five years ago.
On Friday, shoppers in the Mall were divided about the new logo, some saying it was boring, others believing it would have no impact.
Some people said shoppers would still visit the Mall with or without a logo.
Carly Sisto, of Seaton, said it was a bit “bland”.
“Maybe it needs a little bit of colour?” she said.
Riley Sutherland, of Underdale, said the logo needed to be more creative.
“I don’t want to bag it out … but it probably looks like someone could have done it in primary school,” she said.
Euan Johnston, of Para Hills, said the design was “quite nice”.
“The logo isn’t the reason people come to the mall in the first place,” Mr Johnston said.
Miguel Mawet, of Paralowie, appreciated its simplicity.
“It’s simple, which is good, but trying to find the meaning of it was a bit hard,” he said.
Last month, the mall welcomed global cosmetic giant Sephora to the strip, with hundreds of punters lining on opening day to get into the shop.
In 2008, the Rundle Mall Management Authority was formed as a subsidiary of Adelaide Council and is funded through a separate rate. Traders need to pay council rates and, on top of that, the separate authority rate.
Time will tell whether the new logo is successful but it got us thinking ... maybe we could extend this bold creative vision to some other iconic SA locations. Even better, our designers did this for free in 10 minutes. You’re welcome!
It’s not the first time in recent memory that a major brand relaunch has raised eyebrows.
In 2013, the Weatherill Government launched a new state brand that caused immediate controversy. It cost $1.3 million to develop, was based on the concept of a series of doors and split opinions, with some saying it depicted SA as a hole.
Earlier this year, the Marshall Government closed down Brand South Australia, the agency that developed the marketing logo.
