What we call the brand essence distils Canberra’s values and personality traits down to one thought that represents what our city is all about. It captures the energy and excitement of a city filled with great ideas. It also gives a sense of a city ready to move confidently into the future.
Collective Spirit of a Nation
As our capital city, Canberra is built on the collective spirit and potential of Australia’s people.
A central idea
Our essence sits at the heart of our brand. It provides the emotive and rational core and connecting big idea that describes who we are and supports what we do and why we do it.
It is our reason for being. Of course, this isn't a tag line. It's a foundation for the way we think about our city and the way we talk about it to others.
This is the story we want to tell about Canberra, condensed into a few simple sentences.
Canberra is a place to stimulate your senses, engage your mind and fire your imagination. Big ideas emerge, circulate and grow here, thanks to unique links between leading thinkers in business, government, education and research.
As our capital city, Canberra is built on the collective spirit and potential of Australia’s people. Our great institutions tell the stories of our nation and our open and connected community encourages innovation.
We have a proud past, a vibrant and exciting present and most of all, we’re ready to embrace the future.