The ‘Every Bit Different’ identity draws inspiration from the myriad experiences Victoria has to offer—reflecting its many moments and vast differences, diverse and eclectic but somehow cohesive. The design system bends traditional typographic principles blending differing letterform styles into a singular logo-mark inspired by Victoria and Melbourne's icons and typographic history. From the ‘R’ that evokes Victoria’s many winding touring roads, to the ‘O’ inspired by the markings of scar trees left by First Peoples’ carving shields from their bark, to the ‘I’ inspired by the iconic Pellegrini’s sign—pioneers of Melbourne and Victoria's coffee and cafe culture.