The green and gold kangaroo (left) and the new Australia logo.Wattle-inspired logo to sell Australia to the worldMary Ward
The Age
1 July 2020A new logo featuring an abstract depiction of wattle has been approved by Trade Minister Simon Birmingham to represent Australia overseas.
The new logo features the letters "AU" on top of a gold design, inspired by Australia's national flower.
It will directly replace the Australia Unlimited logo, which features two boomerangs forming the shape of Australia, and will primarily be used to represent the country during trade missions and business exchange programs such as Austrade's Landing Pad program.
The decision was made in a report by Australia's Nation Brand Advisory Council, News Corp reported on Wednesday.
The green and gold kangaroo associated with the Australian Made brand will still be used to highlight locally made products, but its colours will be slightly altered.
The Australia Unlimited logo.Australia's Nation Brand Advisory Council is an industry-led body established in 2018 and chaired by West Australian mining billionaire Andrew "Twiggy" Forrest.
Its members also include Atlassian co-founder Mike Cannon-Brookes, Qantas chief executive Alan Joyce and Vogue Australia editor-in-chief Edwina McCann.
In a statement given in response to reports the new design would be replacing the existing Australian Made logo, Mr Birmingham said the new logo would not totally replace the green and gold kangaroo, with $5 million in funding in fact being provided to "increase [the kangaroo's] recognition".
"The Nation Brand developed by Australian business leaders will simply seek to bring some consistency in how different government agencies, industry bodies, states and territories present themselves at international trade shows and similar events," he said.
Creative agency Clemenger BBDO Sydney won the contract to develop the nation's brand in January 2019. They did not immediately respond to a request for comment.
https://www.smh.com.au/business/the-economy/wattle-inspired-logo-to-sell-australia-to-the-world-20200701-p557u2.html
