The City of Melbourne has today launched its new corporate identity, its first update in almost two decades. Naturally, the media commented on what the logo meant, or what the business case was, or went to design professionals to seek professional criticism of Landor’s work, right?

Wrong.

The lead for the stories in both The Age and the Herald Sun is the cost - which was a piddling $240,000 including market research and analysis. That is a bargain.

How much of a bargain?

Well, when Cato Partners did this in 2006 (not visible in dashboard), it cost over $750,000.