A new logo and marketing campaign to rebrand Victoria, unveiled by Premier Daniel Andrews on Wednesday, has been publicly mocked by the state opposition and the NSW Premier – who defaced the image and posted it on Twitter.
Critics said the $220,000 logo looked more like a “map of Tasmania”, with a V-shaped wedge through the word Victoria and the slogan ‘Best of everything’.
However, during an interview at the launch Mr Andrews did not miss the opportunity to have a dig at New South Wales, saying Victoria never had a “lazy reliance on billion-dollar harbour views”.
NSW Premier Mike Baird hit back by amending the logo, adding his own disclaimer and posting it on Twitter, which read: ‘offer excludes harbour, infrastructure and sunshine’.
Mr Andrews then replied, suggesting Mr Baird was grumpy due to a lack of good coffee. Meanwhile, Victorian Opposition Leader Matthew Guy added more fuel to the fire, saying the new logo looked more like a map of Tassie.
“It looks like an advert for Tasmania,” Mr Guy said.
“If it said `TAS’ in the triangle not `VIC’ you’d think it was branding for Tassie.”
However, Victorian Tourism Minister John Eren told Fairfax Radio there was no doubt who was number one.
“The Premier of NSW would say whatever he likes to say,” Mr Eren said.
“All I know is we’re the sporting capital of the world – Sydney is the sporting capital of NSW.
“We need to maintain our title and we’re the major events capital of the nation, we’re the most liveable city and we want to make sure we continue on being number one.”
Mr Andrews said the new branding would be used to sell the state internationally, and the government had budgeted $80 million across four years for major events, but the campaign would see that figure jump to more than $100 million.
“Some might say that’s a lot of money, but ultimately there are 200,000 jobs in our state that depend on us remaining number one,” Mr Andrews said.
“The Big V is back.
“It says also to other states we’re coming after their events, their awards and their tourists.”