Tourism Australia New Logo
When we were commisioned by Tourism Australia to create their new logo, we knew that there were elements that were working in the old one. The representation of a kangaroo, the sense of movement, energy and vitality. But there were also things that weren't. The 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 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.