South Bank Corporation has today launched the precinct’s first dedicated destination brand, marking a defining moment for Brisbane’s 42-hectare cultural and entertainment hub as it prepares to deliver bolder experiences and a brighter future for visitors.

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The iconic South Bank precinct welcomes over 16.6 million visitors annually but has operated without a unified brand identity since its creation following Expo 88.  

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At the heart of the new brand is the fuchsia SB brand mark, inspired by the twists and turns of the Brisbane River, the curves of the iconic bougainvillea-clad Arbour, and the endless experiences available across South Bank.  

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The fresh visual identity has been designed to position South Bank as more than just a location – but as a dynamic destination in its own right, with reimagined events and major activations planned for summer 25/26.  

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Julia Scodellaro, Chief Executive Officer of South Bank Corporation, said the brand refresh comes at a pivotal time in South Bank’s evolution.

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“South Bank has always been a place that visitors love, and locals are proud of – a cultural hot spot, a centre for leisure, and a hub for events, dining, art and entertainment – but we can’t stand still,” Ms Scodellaro said.  

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“With the release of our Future South Bank Master Plan last year, it was the right time to launch this new destination brand – to reintroduce South Bank as a destination and celebrate all it has to offer. There is truly nowhere else like it.

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“Until now, South Bank hasn’t had a dedicated destination brand, yet we’ve long been both a hub for tourism and a much-loved place for locals. This brand gives us the identity to match the role we already play in Queensland’s story,” Ms Scodellaro said.  

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“This brand unreservedly reflects how far we’ve come since our origins in the wake of Expo 88 and who we are today as Brisbane gears up to take the global stage in 2032 and beyond.”  

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“For those who think they know South Bank, they should think again. This new chapter will redefine what people expect from – and give them a heap of suggestions as to how to best experience - Brisbane’s favourite destination.

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“Over the coming months, a reimagined calendar of events and activations will bring the precinct to life – from Christmas and summer celebrations full of art, creativity and fun, to live music events, food festivals showcasing our dining credentials, and world-class cultural performances in the heart of the precinct.  And that’s just the beginning.”

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Creative agency, VML, themselves based in the South Bank precinct, were engaged to bring the destination brand to life.  

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Adam Kennedy, Managing Director of VML Brisbane, said the agency leapt at the chance to capture South Bank’s bold personality.  

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“We live and breathe the precinct’s energy and vibrancy every day, so this rebrand felt like second nature to us,” Mr Kennedy said.  

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“We set out to capture South Bank’s scale, diversity, and the endless array of incredible experiences on offer, from lush greenspaces and sparking riverfront views, to world-class cultural institutions, vibrant dining, art, entertainment and events. It’s a precinct that offers something for everyone, every day – and that’s not easy to come by.  

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“This brand refresh goes far beyond a new logo or colour palette. It defines South Bank as the beating heart of Brisbane – a place where great experiences begin. It inspires people to explore and create their next great story at South Bank.”  

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Visitors will start to see the fresh new look across precinct signage, social media channels and South Bank’s refreshed, user-friendly website, visitsouthbank.com.au. They can also look forward to an exciting lineup of upcoming events for summer 25/26 including new live music events, art installations, immersive cinema screenings and outdoor cultural activations.

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ENDS