The brief was to design an identity for the city of Christchurch. Christchurch has been transformed since the 2011 earthquakes into a distinctive city. The pentagon shape of the logo conveys the contemporary, trendy character of the regeneration project. The tag line ‘go ahead‘ was developed to prompt visitors to explore and embrace Christchurch. Variations include: ‘go experience’, ‘go explore’, ‘go embrace’; each represented by a distinctive pattern in a pentagon shape.