Lord Mayor Robert Doyle unveiled a new identity that will represent the City of Melbourne old logo and he provided a rationale behind the new identity replacing a logo that was designed in the early 1990s. Doyle says that the new icon for Melbourne, which was designed by the Sydney office of Landor, is synonymous with the modern, vibrant, cool city that Melbourne is today:

The new logo is an interesting design. There is a tension created by the detail and overlay on the left side of the M and the way it resolves into something more simple on the right side. The gradients help add a sense of depth and breadth. It is much more sophisticated and interesting than the logo of the 1990s.