The Melbourne Cricket Ground has recently upgraded it's on-site facilities to include restaurants, bars and take-away food options. Making the MCG a destination for more than just the game itself.
The Outer was designed to fit amongst the heritage style set in place by the already designed suite of MCG brands. The naming of the bar was selected as it not only referenced a section of the grandstand, but also the location of the bar – which is positioned on the far outer edge of the MCG under light tower 5.
The circular crest device was designed to connect with existing brands, which all displayed either circular or geometric holding devices. The logotype within was given a slight perspective to appear similar in form to the MCG when viewed upon approach. The central anchor serifs were added to the characters to accentuate the perspective, with angles appearing to pull inwards towards a vanishing point.
A small range of supporting brand elements were created to build the brand presence in the space, including lightbox signage, glazing decals, menus and coasters.