Sydney
Open
Brand Identity
From the Central Business District to Greater Sydney, Sydney Open is an annual event which celebrates history and heritage through architecture. The event is held across two days with two separate events; beginning with the Focus Tours and ending with the City Pass respectively. Please note that this is a personal redesign.
Why Redesign?
Sydney Open 2023 needed a refresh from its previous year to potentially engage a different demographic of the population who may have limited interest in the event. Also, the event required a way of distinguishing its Focus Tours and City Pass which are its two methods of experiencing the event as not all architectural sites shared both methods.
The Process
Sydney Open’s Official 2021 Branding
© Sydney Open
Original Iterations for Sydney Open 2022
The main challenge during the ideation phase was the illustration of the buildings and sites participating in the event while incorporating the brand’s more minimalistic designs. Some drafts as displayed, attempted to incorporate the buildings images or their silhouettes however, it was quickly evident that it lacked originality. Therefore, a Gestalt outline of the buildings were applied instead. Though this method of illustration only gives an impression of what the buildings truly are, they remain both functional and decorative pieces.
Overall, the final design concept is bold and modern; an attempt to break away from the otherwise stereotypical associations with the topics that the event is celebrating. The colours of the event were purposefully chosen to be eye catching by utilising two tertiary colours: green or orange against black. These colours were chosen mainly because of their associations with modernity and heritage.