Following a merger of three councils in Sydney’s Inner West, a new identity was required to unify the region. It needed to capture the Inner West’s uniquely creative community and represent the vibrant and diverse neighbourhoods living side-by-side in harmony. It would provide a framework for all communications, local events and community programs, whilst instilling pride in the local communities.

As one of the older areas of Sydney, the Inner West has a long and varied history, having been constantly reshaped and re-purposed by a range of people, across class and industry divides. Because of this, many places in the Inner West have, by necessity, been creatively reimagined many times, using existing structures in new and inventive ways.

The identity has been designed to capture this diversity and creativity that the Inner West is known for. The logo and identity system has been constructed around the iconic places, spaces and historic architectural forms of the area. These are used as a framework to house the progressive ideas, events and perspectives that define Inner West culture. It recognises that the area is a creative place — made so by the local community, the council and the visitors