Melbourne's Ugly Onion? | Typophile

It appears that the “brand” of Melbourne has been redesigned by Cato Purnell Parnters. I have to admit I’m certainly surprised with the direction they’ve taken with this. Melbourne is a very modern, colourful and culturally vibrant city… and they’ve gone with cool tones of blue and smooshed Helvetica bold?

The “onion” analogy rings true. Melbourne is indeed a multi-layered city, you discover something new and exciting everyday, but is the turning pages design effective at communicating this? I think blue is certainly a surprising choice. Is it vibrant enough for Melbourne?