New Logo and Identity for The Rocks by Interbrand

Dating back to the late 1700s and early 1800s, the area on the southern shore of Sydney Harbour, is one of the oldest neighborhoods in Sydney, going through many transformations (some not its finest and long troubled with poverty and crime) to what it is today: The Rocks, a popular urban tourist attraction (4.5 rating on TripAdvisor!) with plenty of shopping, dining, and cultural options in a setting of heritage architecture and cobblestone streets. However, it has lost some popularity with locals who consider it a tourist trap and the Sydney Harbour Foreshore Authority, who manages the neighborhood, wanted to reboot The Rocks and make it a destination for tourists and locals alike. Working with the Sydney office of Interbrand, the organization has introduced a new identity to “focus