Geelong Chamber of Commerce unveiled a new brand on Thursday, replacing the iconic logo that represented the organisation for 162 years.
Chamber CEO Bernadette Uzelac said that the brand signified a new chapter in the organisation’s history.
“As a city we are constantly evolving,” Ms Uzelac said.
“Our businesses are vibrant, entrepreneurial and resilient – and the chamber has a responsibility to accurately reflect our constituents.”
Ms Uzelac said the old logo, which features the images of a sheep and a stalk of wheat, no longer represented the “vibrant and diverse 21st city” of Geelong.
“We are no longer surviving off the sheep’s back.”
“These industries played a crucial role in shaping the Geelong we know today but after 162 years it seemed like the right time for a change.”
The chamber will roll out the logo – two years in the making – over the coming months.
“But we will never forget the history of the chamber,” Ms Uzelac said, “it forms an important part of the story of Geelong.”
Geelong marketing company and chamber member Brand Bureau designed the three-dimensional logo on a pro bono basis.
Chamber president Kylie Warne is the managing director of the company.
