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City Brand

Our new city brand will unite the Gold Coast under a single banner that resonates with residents, visitors and businesses, and builds a global reputation.

City brand

Following years of research both nationally and internationally, the Gold Coast launched a new brand in February 2013 - marking the start of a long-term commitment to enhance national and international recognition of the city.

View the 'Behind the Gold Coast Brand' video transcript below.

What is the Gold Coast's brand?

The new city brand is based on a set of values and a brand attitude that was formed from the brand research.

The brand values and essence capture what the Gold Coast is now and what it aspires to be in the future.

The outcome:

It's the Gold Coast. Full Stop.

The Gold Coast is many different things to many different people. But no single sentiment can define it.

  • The Gold Coast is proud, unapologetic, independent.
  • It is innovative, entrepreneurial, unconventional.
  • It is home, an endless summer holiday, a dynamic business location.
  • It is inspired by lifestyle, driven by opportunity.

There's no other place in the world like the Gold Coast.


Why a new brand?

The brand aims to position the Gold Coast as a competitive and aspirational environment for business, education, tourism, skilled professionals and general investment.

One of the objectives of the new brand is to build on the Gold Coast's positive tourism message and develop a more holistic story for the city. One where the Gold Coast is known as a great place to live, work and invest in – as well as holiday.

Who will use the city brand?

Council is the first city organisation to rebrand as 'City of Gold Coast', followed by our controlled and funded entities (The Arts Centre Gold Coast, Gold Coast Tourism, Surfers Paradise Alliance, Broadbeach Alliance, Connecting Southern Gold Coast).

Find the links to websites for these organisations below.

Who manages the brand project?

The city brand project is currently managed by the City of Gold Coast and is led by an external steering committee made up of representatives form various city promoting agencies and businesses.

More information

For more information, watch the brand video above, have a look at our 'Look Book' and read the 'City Brand Story'. Find links to these below.

If you're a business and you're interested in using the brand and want to find out more about licensing arrangements, please email

For further information on the brand, please contact us.

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