Caleb Nugent, the visionary behind BrandFoundry Collective, has introduced a fresh logo for the city, creatively inspired by the winding river that flows through it, forming a natural “B” shape. This artistic endeavor aims to capture the city’s essence and uniqueness.

This innovative design was crafted at the behest of @brisbane, an Instagram account privately owned and not affiliated with the city’s official tourism branding. Despite this, the logo has gained significant attention and appreciation.

Among the admirers is Lord Mayor Adrian Schrinner, who took to Instagram to express his approval. Sharing the design on his account, he highlighted the creative buzz surrounding Brisbane.

“Everyone’s getting inspired by Brisbane,” Schrinner remarked, acknowledging the fresh perspectives Caleb Nugent offers in showcasing Brisbane to a global audience.

“@calebnugentdesign has put forward some great ideas to help pitch Brisbane to the world.

“But the only way to capture the buzz of Brisbane is to experience it in person.

“What do you think of Caleb’s rebrand?”

Schrinner’s office has today confirmed there is no meeting planned with Nugent and the city had not funded the trip.

Nugent, who lives in Oregon, had never been to Australia, let alone Brisbane, before this week.

His design business is less than two years old.

“I take the little (Google Maps) street view guy. I hover over the state and I drop a little pin somewhere on the map and wherever I land… if there’s a business nearby, I take that business and and give it a new look and rebrand it just like we would for clients,” he told Bignasca.

“That’s the content that I’ve been doing that’s been getting the most attention.”

When the @brisbane account commented asking him to design a logo for the city, he decided to take it on as an “afternoon project”.

“I was like, well, okay, I guess I’ll just take a look at the city from above and see what pops out and it was really cool because immediately that B was so visible,” Nugent said.