Our City identity

In 2015, over 200 of our staff were involved in creating our purpose statement and values. These were approved by Council at that time and was the beginning of our journey to a refreshed identity.

Our purpose 

Shaping a vibrant city, delivering possibility for everyone

This purpose statement defines the role of the City as an organisation in delivering outcomes for the community.

Our values 

Connected - One team. One community.

Integrity - Do it right. Do it safe.

Courage - Be brave and resilient. Embrace change.

Excellence - Be accountable. Deliver exceptional service.

Innovative - Lead the way. Have a can-do attitude.

These values are now embedded as part of the culture of the organisation and are included in the employee induction process, staff development and performance reviews and within key strategic documents.

Our brand strategy has been developed considering the purpose and values of the organisation, our community vision and the outcomes from the Mandurah Matters process. These considerations have been placed at the centre of our identity to guide us in our decisions and actions, and to ensure we act as cultural ambassadors, demonstrating the pride we have in our city. 

Our Community Vision

Woven by waterways; a city that is thriving and connected to its people and nature. 

What matters to Mandurah 

Economy: Empowering our community to thrive

• Local jobs to retain our people and attract skilled workers
• A diversified economy that supports growth sectors
• Well-planned, sustainable urban development
• A thriving city that residents are proud to call home and people want to visit
• A supportive business environment where investment is encouraged and entrepreneurship prospers
• A highly skilled workforce supported by strong education and training opportunities

Community: A city with a village heart, everyone has a place in our communities

• Access to support services that enhance opportunities for everyone
• Safe and connected communities
• Inclusive and welcoming places, spaces and neighbourhoods.
• An enriched, creative and empowered community that values culture, heritage and life-long learning
• A healthy lifestyle and healthy community with an emphasis on prevention

Environment: Built in nature not on nature

• Nature has a voice in all decision-making
• A shared responsibility for our environment with a focus on engagement, education and respect
• Our natural environment is celebrated, protected and restored for generations to come
• Our coast and waterways are healthy and celebrated

Leadership: Advocating and fdelivering possibility for everyone

• A clear and shared vision for Mandurah's future.
• Sound decisions based on evidence and meaningful engagement
• Effective advocacy focused on the needs of the community and strong relationships with key stakeholders
• Well-maintained assets and facilities that meet the needs of our community
• Responsible, transparent, value-for-money delivery of well-planned, sustainable projects, programs and services
• A committed, innovative, effective and values-driven Council and workforce

Our new logo tells a story of our community and our place.

When all these elements are woven together, with reference to our place aspiration - ‘woven by waterways’ - it forms our identity. The primary colour of our logo is a shade of blue inspired by one of the six Noongar seasons in our new colour palette. These seasons reveal the colours reflected in our environment throughout the year.

Bridges

Connection, industry and a thriving city
Watch the video

Ripples

Water, movement and our energy 
Watch the video

Waterways

Woggaal, beauty and our waterways 
Watch the video

Seabird

Coastal, freedom, peaceful and subtle nod to previous identity 
Watch the video

Meeting place

Our Mandjoogoordap - meeting place of the heart and the people of Mandurah 
Watch the video

Boats Bow

Mandurah’s history, water recreation, fishing and crabbing 
Watch the video

M

Mandurah identity, recognition and pride 
Watch the video

How it fits together

Watch the video

Mandurah is full of colour and our palette has been selected to reflect the vibrancy of Mandurah and its connection to the land and water and is inspired by the six Noongar seasons. 

August - September
Noongar season: Djiba
Theme: second rains; warmer

October - November
Noongar season: Kambarang
Theme: flowering

December - January
Noongar season: Birak
Theme: hot and dry

February - March
Noongar season: Boonaroo
Theme: fruiting

April - May
Noongar season: Djiran
Theme: first rains; first dew

June - July
Noongar season: Mookaroo
Theme: cold and wet

Our organisation has two key communicators, the City of Mandurah and Visit Mandurah, our organisation is responsible for driving tourism and visitation. Though we are separate, we are connected through our place aspiration. This ensures that we are focused in our combined role of supporting the community’s vision for Mandurah. 

City of Mandurah (Place Maker) 

We are one of the main cultural ambassadors and project leaders for Mandurah, along with administering the functional needs of the City, we elicit deep seated pride in place. We are a voice from within the community and support the community led vision for our city and deliver on our purpose. 

Visit Mandurah (Place Promoter) 

Visit Mandurah tells Mandurah’s story and welcomes visitors to share in, and experience, our culture. Visit Mandurah has the energy and allure to pique interest while clearly expressing the area’s unique experiences, aiming to make people think differently about Mandurah. 

Questions 

For any City identity related questions not covered in our FAQs or for more information about the use of the City of Mandurah logo and co-branding with the City, please contact the Corporate Communications Department.

One of the most exciting aspects of rolling out the new brand is the dual naming of our places and spaces. Dual naming in Noongar language is an important step in celebrating and preserving the traditional language of our first people. We feel very proud as a City to be dual naming our buildings throughout Mandurah.

As part of our transformation we are rolling out the first of 11 dual named City building signage, starting with the following:

City facility: Admin building

Dual Naming: Yoolin Mia

Meaning: Supporting the leaders – Mia (House)

Admin building (vision): Woven by waterways (gabi), a city with a village (mandjoo) heart (koort)

Gabi (water/waterways), Mandjoo (village meeting place), Koort (heart)

City facility: Council Chambers

Dual Naming: Boordiya Mia

Meaning: Leaders – Mia (House)

City facility: Seniors Centre

Dual Naming: Dandjoo Kaadadjan Mia

Meaning: Coming together of wisdom  – Mia (House)

City facility: Billy Dower Youth Centre

Dual Naming: Moorditj Mia

Meaning: Safe place – Mia (House)

City facility: Mandurah Museum

Dual Naming: Kora Kori Baalap Mia

Meaning: Kora (way past, ice age times, 10,000 years ago), Kori (not so distant past), Baalap (people), Mia (House)