Caleb Nugent, co-founder of BrandFoundry Collective, has introduced a striking new logo for the city, drawing inspiration from the meandering river that winds through it, naturally forming a loose “B” shape.

This creative endeavor was initiated by the Instagram account @brisbane, a private entity rather than the city’s official tourism body.

The design has garnered widespread acclaim, including from Lord Mayor Adrian Schrinner, who shared his enthusiasm on Instagram.

“Brisbane is sparking creativity all around,” he commented.

“Caleb Nugent has presented some innovative concepts to help showcase Brisbane on the global stage,” Schrinner added.

“However, the true essence of Brisbane’s vibrancy can only be appreciated by experiencing it firsthand.”

“What do you think of Caleb’s rebrand?”

Schrinner’s office has today confirmed there is no meeting planned with Nugent and the city had not funded the trip.

Nugent, who lives in Oregon, had never been to Australia, let alone Brisbane, before this week.

His design business is less than two years old.

“I take the little (Google Maps) street view guy. I hover over the state and I drop a little pin somewhere on the map and wherever I land… if there’s a business nearby, I take that business and and give it a new look and rebrand it just like we would for clients,” he told Bignasca.

“That’s the content that I’ve been doing that’s been getting the most attention.”

When the @brisbane account commented asking him to design a logo for the city, he decided to take it on as an “afternoon project”.

“I was like, well, okay, I guess I’ll just take a look at the city from above and see what pops out and it was really cool because immediately that B was so visible,” Nugent said.