Created in the midst of crucial transitions to the urban economic and social structure of Melbourne, MID seizes the moment of opportunity to reimagine and redefine the city’s north – an area that is experiencing major short-term disruption and rapid long-term change, for the better.
With the focus on creating an urban innovation district in the City of Melbourne, between two of Australia’s foremost education institutes, University of Melbourne and RMIT University, MID will enable access to world-class research, market, cultural and educational facilities, providing a place to imagine, prototype and test better futures for Melbourne and the world.
The uncomplicated acronym – ‘MID’ – is a reference to inclusiveness: a geographically central mid-point connected to innovation and innovators Melbourne-wide. We used this as a starting point for developing a narrative that speaks to the coming together of community and ideas in a city that never ceases to inspire.
A spark of inspiration is sometimes all it takes to ignite a life-changing idea or creation – we built the MID brandmark on this notion. Embedded within the spark is a node • and connector — that then forms the foundations of the rest of the visual identity.
The visual identity is further strengthened by a vibrant colour palette that distinguishes itself from the three partners and establishes MID as a point of difference.