Welcome to PAE. It’s a place where we can all flourish, thrive, grow, and dare to dream. This place makes you, just as much as you make this place. That’s because, we are the city, made by its people.
The new brand reflects PAE’s values and Vision by emphasising unity, connection, diversity, and inclusivity. It celebrates the rich history, culture, and heritage of PAE while looking towards a vibrant and dynamic future shaped by its people.
Discover more about the new City of PAE brand
We are changing the logo and brand to better reflect our identity and connection with the local community.
The change has been driven by PAE’s new City Vision which outlines our long-term goals and objectives for the next decade. This City Vision is a collective commitment to building a welcoming, liveable City, made by people. The new logo and People Made campaign are real representations of our commitment to this Vision.
The City of PAE had used the previous logo and brand for 27 years. The modern new logo, with its interlocked letters symbolising connectivity and unity, reflects the aspiration for a community that comes together to shape its future.
The People Made campaign celebrates the diverse contributions of PAE residents, businesses, and visitors, emphasising the City's belief in the transformative power of its people.
We have worked hard to revitalise the brand, making it contemporary, versatile, and memorable after decades without significant updates. The goal is to create a distinctive and modern representation that resonates with the vibrant energy and diverse culture of PAE.
The development process involved consultation with Elected Members, PAE staff, and community. Workshops, surveys, and discussions were held to gather insights and feedback. The new brand was designed to be simple, modern, and versatile, and a reflection of the essence of PAE as a place made by its people.
The new logo represents unity and connection. Interlocked letters symbolise connectivity and unity among the residents of PAE, reflecting the diverse and inclusive nature of the community.
The primary colour palette was chosen to resonate with PAE’s heritage, First Nations, waterways, and environment. It celebrates all facets of PAE's rich history, culture, and natural beauty while symbolising inclusivity and connection within the community.
In June 2023, the community was invited to take part in a survey about the future of PAE – what was important to them, what they wanted PAE to be famous for, and how they would describe the future PAE in three words. This survey, along with the new City Vision informed the development of the brand strategy, ensuring it resonated with the values and aspirations of the community.
Designing a logo and branding requires a specialised skill set and expertise in graphic design and branding principles. It's not about personal preferences it’s about creating a visual identity that effectively communicates the values and essence of PAE while being versatile and memorable.
Involving a large and diverse community in the design process can lead to challenges in reaching a consensus, with a product that lacks coherence or effectiveness. By entrusting the design to professionals who understand both the community's aspirations and the principles of effective branding, we aimed to ensure a result that best represents PAE while resonating with its community.
It's important to note that while the community wasn't directly involved in the design process, their feedback was integral in shaping the broader brand strategy, which informed the design decisions. Ultimately, the goal was to create a brand identity that reflects the collective vision and values of PAE while effectively engaging and resonating with its residents.
As the City of PAE continues to grow, this rebranding will strengthen our connection with the community, help attract visitors, and inspire people to engage with their community. By revitalising the brand, we aim to promote unity, celebrate diversity, and foster a sense of pride and belonging among residents and businesses which will lead to an even bigger and more prosperous future for everyone.
Yes, there will be opportunities for local businesses and artists to incorporate the new brand into their materials or products. The brand style guide will ensure consistency and professionalism, while also allowing for creative adaptations that communicate diversity and unity.
A phased implementation approach will ensure a smooth transition from the old brand to the new one. This approach allows for minimised cost, gradual integration, and staff readiness, minimising disruptions, and maximising acceptance of the new brand identity. It will likely take a number of years to completely phase out the old logo.
Yes, we plan to update PAE's signage and infrastructure to align with the new brand. This includes refreshing signage, logos, and other visual elements in public spaces. Some updates will be made immediately, while others will occur as assets reach the end of their life cycle. In many cases, updating signage can be as straightforward as replacing stickers on existing infrastructure.
It's important to note that the Council had already allocated funds for upgrading open space signage in parks and reserves before the new brand development. Therefore, these upgrades are not included in the new brand costs.