Australia Unlimited Logo: Another branding disaster?

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A little over a week ago saw the release of the much anticipated Brand Australia logo, with the phrase “Australia Unlimited” termed to market Australia overseas.

According to the official Brand Australia website “Brand Australia aims to better position Australia as a global citizen, global business partner and world class destination. Brand Australia will use the country’s many achievements to sell Australia as a unique, strong, fair and future-focused nation.”

Fair enough. So what is the reasoning behind the new Brand Australia logo?

“The logo is a representation of Australia symbolising our growth and expansion. It embraces the best of who we are and speaks to the future-focused nature of our endeavours and our outward looking approach to global affairs. Many people look at it and see an outline of Australia. Some see arrows. Others will see a variety of symbols. It is the inherent simplicity of the logo that allows people to create their own perspective on Australia. The interpretations are unlimited”

Personally, I am disappointed with the outcome. I think that framing the shape of Australia with two boomerangs is a little too clichéd. Additionally, the typography is dull and fails to represent anything remotely Australian. However, that is just my humble opinion.

The brand identity was designed by Re, a group of brand designers working out of the Sydney office of advertising giant M&C Saatchi.

As with all brands, only time will tell whether it succeeds or not. The Australian government has pledged AUD $20 million push it over the next four years. Let’s hope that is money well spent.

The campaign has been launched along with an inspiring promotional video aimed at celebrating and sharing the achievements of Australians with the world. I am a huge fan of the launch video. Very inspirational. Check it out below.

What is your opinion?

Do you think the new Australia Unlimited logo and branding campaign will be a success?

Images and video courtesy of http://www.brandaustralia.gov.au/index.htm

  • http://www.addtodesign.com Mathew Carpenter

    To be completely honest, I am also really disappointed with the outcome. The typography lacks any sort of emotion and feels extremely dull. As for the arrows, I assume the colours were chosen to represent the outback, but there is more to Australia then the “desert” — something which we should be pushing for in our global strategy. Also, the very first thing I thought of when I saw the right arrow was a poorly drawn map of New Zealand, not Australia. So yeah, pretty disappointing.

    • http://www.logobird.com.au Duane Kinsey

      Hey Mathew, yeah overall it is really disappointing. I see what you mean about the right arrow looking a bit like New Zealand. Thanks for stopping by mate. Addtodesign is looking great!

  • http://www.addtodesign.com Mathew Carpenter

    To be completely honest, I am also really disappointed with the outcome. The typography lacks any sort of emotion and feels extremely dull. As for the arrows, I assume the colours were chosen to represent the outback, but there is more to Australia then the “desert” — something which we should be pushing for in our global strategy. Also, the very first thing I thought of when I saw the right arrow was a poorly drawn map of New Zealand, not Australia. So yeah, pretty disappointing.

    • http://www.logobird.com.au Duane Kinsey

      Hey Mathew, yeah overall it is really disappointing. I see what you mean about the right arrow looking a bit like New Zealand. Thanks for stopping by mate. Addtodesign is looking great!

  • MrDoy

    It’s not so bad at all, but…
    I think in France, we have a different vision of logos :

    Example for a governement organism :
    http://img138.imageshack.us/i/logohadopi.jpg/
    http://img231.imageshack.us/i/03162904.jpg/ (second version, because the other used copyrighted font and was… funny for many people)

  • MrDoy

    It’s not so bad at all, but…
    I think in France, we have a different vision of logos :

    Example for a governement organism :
    http://img138.imageshack.us/i/logohadopi.jpg/
    http://img231.imageshack.us/i/03162904.jpg/ (second version, because the other used copyrighted font and was… funny for many people)

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  • http://sickdesigner.com/ Radu

    I agree with you about the logo being quite disappointing. However, I did notice something in the video: the arrows actually work in that setting. In the static version the arrows seem oddly placed and yes, the right one does remind of New Zealand, while in the video they [the arrows] are a welcomed and well used piece of visual communication (particularly expressing progress).
    I really don’t know whether it will be successful or not, but if it will, I won’t be surprised. As long as the rest of the brand image is well built, the logo might work.

    • http://www.logobird.com.au Duane Kinsey

      Good points Radu. The video does give the logo some life that isn’t expressed by the static images.

  • http://sickdesigner.com/ Radu

    I agree with you about the logo being quite disappointing. However, I did notice something in the video: the arrows actually work in that setting. In the static version the arrows seem oddly placed and yes, the right one does remind of New Zealand, while in the video they [the arrows] are a welcomed and well used piece of visual communication (particularly expressing progress).
    I really don’t know whether it will be successful or not, but if it will, I won’t be surprised. As long as the rest of the brand image is well built, the logo might work.

    • http://www.logobird.com.au Duane Kinsey

      Good points Radu. The video does give the logo some life that isn’t expressed by the static images.

  • http://paulgalbraith.com Paul Galbraith

    I wouldn’t call it a branding disaster Duane, but for me it comes off rather bland and doesn’t capture the enthusiasm for Australia that I think it should. How successful it will be depends on how well the whole campaign is implemented, though going by the website which is just so dull and dated, it’s not looking promising.

    Latest Post: How the Pros and Cons of Spec Work Impact You

    • http://www.logobird.com.au Duane Kinsey

      It isn’t a disaster yet Paul. However it will be if the campaign does’t succeed.
      The stakes are high because the Australian government will be outlaying $20 million. I don’t want to see that much money being wasted.
      You are right – success will all come down to implementation. The bland logo and questionable “Australia Unlimited” tagline is not a good start.

  • http://paulgalbraith.com Paul Galbraith

    I wouldn’t call it a branding disaster Duane, but for me it comes off rather bland and doesn’t capture the enthusiasm for Australia that I think it should. How successful it will be depends on how well the whole campaign is implemented, though going by the website which is just so dull and dated, it’s not looking promising.

    Latest Post: How the Pros and Cons of Spec Work Impact You

    • http://www.logobird.com.au Duane Kinsey

      It isn’t a disaster yet Paul. However it will be if the campaign does’t succeed.
      The stakes are high because the Australian government will be outlaying $20 million. I don’t want to see that much money being wasted.
      You are right – success will all come down to implementation. The bland logo and questionable “Australia Unlimited” tagline is not a good start.

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