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Sydney New Year’s Eve

Scope:
Identity, Guidelines, Signage, Digital, Campaign

Sydney’s flagship event is the New Year’s Eve celebrations. Over a million people attend, and the event is broadcast worldwide to over two billion people. It generates around $120 million for the local economy. Our role, as engaged by the City of Sydney, was to create the New Year’s Eve identity for 2019 — 2021. This involved developing a formalized brand identity for New Year’s Eve, with consistent naming, logo, visual language, and brand guidelines that will be used year after year. This identity also guided the creative direction of the fireworks display, the bridge animations, and the broadcast design, ensuring a cohesive and memorable experience for all attendees and viewers.

Design System

Delightfully, the brand name was contained in the word ‘SYDNEY’ —by swapping the positions of the N and E, we were able to reveal the acronym for New Year’s Eve.

The logo is designed to be used in different configurations so that it becomes an active part of the visual identity.

Brand applications

City flags

Information Booth

The identity needed to speak to local residents, domestic and international visitors, business and government stakeholders, and reflect Sydney as a welcoming, accessible, and cultural global city.