About the client:
Venues NSW is the owner, coordinator and promoter of a portfolio of publicly-owned sports and entertainment venues in New South Wales, Australia.
In Sydney, Venues NSW owns the Sydney Cricket Ground and Sydney Football Stadium in Eastern Sydney, ANZ Stadium and CommBank Stadium in Western Sydney, on behalf of the NSW Government.
In the Illawarra, it owns WIN Sports and Entertainment Centres.
In the Hunter, Venues NSW owns McDonald Jones Stadium, and the Newcastle Entertainment Centre and Showground. Venues NSW has developed A Vision for the Hunter Sports & Entertainment Precinct – a long-term plan for a sustainable, exciting sporting and entertainment precinct for Greater Newcastle.
A house of brands:
Venues NSW's house of brands is made up of individual and loved consumer-facing brands with their own distinct brand identities. It is important that their branding can sit alongside them (and Government agencies that they partner with) without getting lost or overpowering them.
Old logo sitting with their house of brands
Logo direction:
Simple, clear and direct.
Neutral, not too masculine in its look and feel and applicable to both sporting and entertainment
Practical, legible and functional. Be adaptable for further use in different collateral and functional in different mediums (digital displays, TVs, desktop or print)
Reflects the emotional aspect and experience of being a live venue.
A unique mark specifically tailored to the name and concept.
