Branding a country is never simple, especially when that country is as rich, diverse and expansive as a country like ours, Australia.
But that was the challenge that we were set by Tourism Australia, who gave us the critically important yet complex task of expressing what makes Australia so special through something as simple as a logo.
We knew that there were elements that were working in the old logo, the representation of a kangaroo, the sense of movement, energy and vitality, but its slightly childlike feel together with technical difficulties in reproduction often diluted its impact. What’s more, research had highlighted the fact that people saw Australia as a wonderfully colourful experience – blues and greens, as well as reds and oranges – but only some of these experiences were represented in the logo.
Extensive design exploration to reconsider and redraw the shape, poise and movement of the kangaroo – and its correlation with the sun – preceded further work on the use of colour and typography to complete the picture. And, of course, it had to be a design that would create a positive expression of Australia’s brand in dozens of counties, cultures and languages all around the world.
All in all, the new logo is designed to create a much more contemporary expression of Australia’s brand. One with a little more sophistication and colour to match the breadth of experiences on offer on a trip down under, while still retaining the energy and symbolism of the kangaroo.
Branding Australia is a big job, but we hope we’ve made our mark.