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Tourism Australia reveals new logo via Interbrand

The new logo still features the iconic kangaroo but with a more modern design and vibrant colourful palette reflecting the rich and varied landscape of Australia.

Tourism Australia managing director Andrew McEvoy said it was the right time to update the eight year old logo and doing so would complement the recent update to the national tourism organisation’s global campaign.

Says McEvoy: “Tourism brands the world over, from Australia to Argentina, are continually updating their visual identity. Even New York’s iconic ‘I [heart] NY’ logo was revamped for the city’s recent summer tourism campaign.”

He said the new logo was more modern, sophisticated and better aligned with the contemporary and ‘best of Australia’ positioning being communicated by Tourism Australia’s recently updated campaign creative.

Says McEvoy: “While it has powerful visual elements that are still relevant, the current logo itself is beginning to look out-of-step with the next phase of our There’s nothing like Australia campaign.

“The strong use of blues, greens and yellows, and a significantly more contemporary positioning, is in keeping with Tourism Australia’s positioning of a modern and confident Australia open to the world.”

The current logo was designed in 2004 at the time of the ‘Different Light’ campaign.

The new logo will be progressively rolled out, starting in Australia and across the Tourism Australia network of 12 international offices from December 17. The timing aligns with Tourism Australia moving into new corporate headquarters at 420 George Street in the Sydney CBD.

Campaign artwork with the new logo will start to be used rolled from 1 January 2013′ with the aim of having the new logo included in all campaign material globally by the end of April 2013.

13 Comments

What was wrong with the old logo? This looks like clip art.

How much did they (we) pay for that?

Looks pretty stock standard for what I can imagine they would have paid for it.

It’s not bad I suppose. But it does seem very familiar, like something I’ve seen before (and quite a while ago I’d say)

A compelling argument for crowd-sourcing.

Brand new and it already looks dated.

Hello there? I’m calling to ask for my t-shirt design back Yours sincerely, Circular quay in 1994

Why so limp skip?

Interbrand are doing some awesome work. If I could have intimate relations with a logo, this one would be in with a chance.

very nicely stuck in disco 70’s

Like I said this logo is one COMPELLING argument for crowd-sourcing….

I have to agree with the general sentiments that it looks like a logo you would have seen on a shell suit at World Expo ’88 in Brisbane. It’s not that it’s so bad, moreso…well…it’s just pretty boring.

I think the symbol is great but the typography is terrible – Futura centered talk about a warp back to the 90’s It looks like they spent so much time developing the symbol they forgot how important typography is…

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Tourism Australia unveils new $200,000 logo

The new-look brand mark, devised by Interbrand – sister design studio to TA’s ad agency DDB – has been introduced “to stay relevant and reflect the organisation’s changing culture and identity,” according to the tourism body.

It cost $200,000 to develop.

The new logo sticks with the familiar kangaroo symbol, but in simpler form.

Richard Curtis, MD at Interbrand Sydney, explained: “There’s a lot about the existing logo that we wanted to keep. It has real vibrancy and a sense of movement. But some of the elements are unnecessarily complex and difficult to reproduce – like the sun’s glare on the kangaroo’s back, the kangaroo’s paws and ears.”

Curtis added that the current logo was too “childlike”, and did not reflect the “sophistication” of Tourism Australia’s brand positioning.

The new logo also sees the introduction of more colours.

Curtis explained: “The red, orange and yellow in the current logo represent the outback well, but do not reflect the full range of experiences consumers have while on holiday in Australia, hence the introduction of blue and green.”

The logo took around six months to develop.

Tourism Australia’s old logo

Andrew McEvoy, TA’s MD said in a press release: “Tourism brands the world over, from Australia to Argentina, are continually updating their visual identity. Even New York’s iconic ‘I [heart] NY’ logo was revamped for the city’s recent summer tourism campaign.”

“While it has powerful visual elements that are still relevant, the current logo itself is beginning to look out-of-step with the next phase of our There’s nothing like Australia campaign,” he said.

TA launched the latest phase of its $250m There’s Nothing Like Australia campaign in June. A global review of TA’s advertising kicked off last month.

A gay kangaroo? Very with the times.

User ID not verified.

Did the logo cost $200,000 or did the branding cost $200,000?

Seems like a somewhat hyperbolic heading.

Very Sneaky Queensland influence there. The big Maroon Q sticks out like Kangaroo Butt!!

@ dwayne a one armed gay kangaroo nevertheless…

Don’t mind the icon and colours. Not a fan of the font – has a tad too much deco in it for a contemporary brand and seems to sit uncomfortably with the icon.

It is just me, or did someone just take the old logo; illustrator, live trace, simplify. 200k

did they just release the brand mark?

where’s the roll out? new site etc?

The new image is cleaner than the old one, but they think a 6-colour kangaroo is ‘sophisticated’??

Reminds me of a Ken Done knock-off

Hi Donnie – the cost included the design concept work, creation of artwork as well as developing guideline manuals for multiple logos – corporate, campaign (There’s nothing like Australia) and country (bearing in mind we have 12 international offices).

Within this, there was the inevitable multiple layouts for different uses (horizontal, vertical, stacked) for 11 different languages..

In total, Interbrand developed 223 variations of the logo.

Ugh I hate this trend of sans-serification of every characterful brand out there!

Simplify the kangaroo by all means but leave the typeface alone!

f#@k me, genius!

The bit about 200 GRAND for that “re-energising” I mean. Well done all.

Hi Derrick – the new logo will be progressively rolled out, starting across Tourism Australia, including our network of 12 international offices, from December 17. The timing aligns with Tourism Australia moving into new corporate headquarters at 420 George Street in the Sydney CBD.

Campaign artwork with the new logo will start to be used rolled from 1 January 2013, with the aim of having the new logo included in all campaign material globally by the end of April 2013.

ill hold off judgement till then.

initial thoughts are that its certainly an improvement on the old one

So the logo did cost $200k? Shocking.

Tourism Australia needs to shop around next time I think.

“The current logo was too ‘childlike'”? Bright colours – that’ll fix things..

A good logo can be read from a distance. This is so badly designed if you squint up it looks like an emaciated Woody Woodpecker poking out his tongue. The big shape of the roo just disintegrates. The old logo had class.

I would have done it for $2,000 (incl GST). But added a very cool creative twist – instead of a joey I would have had a koala propped in the pouch. That would have messed with the tourist’s heads big time. I am legend

Some logos regularly change woolworths for instance and some remain the same, such as Ford. I suppose there is an argument for both.

i love it when companies spend a couple of hundred grand to change fonts

that’ll increase the sales for sure

At least the old logo gave you a feeling of something (stunning aussie sunset). This one is a fad and their commentary is contradictory. Great work if you can get it.

For $200k it must be a very good logo with lots of reasons to justify the price tag, otherwise the designer would be a con artist & the person who approved spending tax payers money would be sacked or accused to have taken a bribe. How much did Nike pay for their logo? Answer $2,000. Oh well, we’re now assured that there will be plenty of tourists coming to visit us & spend big bucks.

Very colonial

I don’t know whats more alarming, the 200k or the 6 months to develop.

You got to love a brand guideline manual, an opportunity for an agency to fleece the client for something that is typically used by one brand nazi/manager, ignored by everyone else at the client and challenged by every creative who works on the account.

Not too sure what the guys on this thread get paid, but in the real world $200,000 really doesn’t equate to many experienced staffers.

Is it just me or does it remind anyone of the 1980’s Ken Done version???

When did Telstra buy Tourism Australia ?

Some people might think the $200,000 is too pricey but really these boys have been quite clever.

Because the original kangaroo was one overall tone colour you knew immediately it was one roo. Now Interbrand have made the other ear blue with a darker blue leg it looks like two loping kangaroos. So really it was only $100K for each roo – a bargain for Tourism Australia. Profoundly confusing at first glance to the tourist but who cares, lots of jolly colours and gives Tourism Australia a warm wetsuit.

Interbrand always designs with multiple colours…as in 9, not 2 or 3.

Think the Telstra rebrand. Think the Medibank rebrand. Now they’ve rolled out the same design approach again.

What’s that tell you? It’s either a fad, or they are onto a winner (with a very good sales team).

@Double Page Fred…how many experienced staffers do you think worked on this and for how long? I would wager; 1 CD, 1AD, 1 Designer and maybe someone with some strategy experience (I think I’m being very generous, remember this is one logo, not an entire brand). I’d guess they would have spent cumulatively 50-100 hours on the logo. Add in some meetings with suits, maybe 150 hours all up. $200k? Hah! $50k maybe.

The CBA logo cost about that and that was quite some time back.

There is a difference between “It cost $200,000 to develop” and “They charged $200,000 to develop”. And so far I haven’t signed the clearance form to use my image.

So the website has not changed at all. 200k for a logo. Good gig if you can get it!

Ken Done and the QANTAS logo made a baby!

I’d expect the general public to not fully understand what a re-branding actually involves and have a knee jerk reaction to the cost, but I would have thought the people who read Mumbrella should know better. Apparently not, given many of the above comments.

For mine, I think the colour approach while more representative is less distinctive, the overall personality is much more corporate and it’s a shame that the element of indigenous visual culture is gone from the mark itself.

@Nathan…it’s not a re-brand, it’s a new logo.

hmm yeah….the old logo was at least on brand…what on earth have they done to the poor kanga….talk about confusing messages………..the tourists will all be asking to see the green and blue kanga…”.no no not that one you know..the blue one…like in the picture…”

$200K seems like a very reasonable price for a new brand rolled out across 223 applications. You need to take into account the months of strategy, hours of design time developing several different concept options and then numerous iterations of the 223 applications plus amends. When you break it down to a per item price, it’s actually only $2569 each. Considering all a brand agency has to sell is time, and they spent 6 months on it, it’s actually quite good value. It’s not just a matter of illustrating a logo and presto you’re done. It’s repositioning an entire brand. What you need to consider is the return on investment for Tourism Australia.

I’m astounded that so many Mumbrella readers would complain about the cost? Do we know what the brief was? The requirements? The quantity of concepts? The requested amends and new concepts? $200k would be eaten up quickly. And for a design where I presume the IP is assigned to the client to roll out for perpetuity worldwide… It’s a fair cost. I don’t particularly like the design, but hey they won the work so the client must like it. Not for me though. Maybe next time the client puts the logo on eLance for bidding we might all stop complaining?

@Donnie So Interbrand delivered a single Illustrator file with the pictured logo in it, and then took a cheque for $200,000? I think not.

ITT People bitching and moaning because another agency charges more than them.

How about a discussion on the merits of the logo?

Does it sell Australia? Does it even need to?

FWIW, I think the symbol is great but the type seems to be lacking something in that sterile, corporate way.

Att. Leo/Tourism.

Re the older brandmark. I think the original captured the feeling of late afternnon sun. One of those lazy warm sunny days we love so much. I also liked the way the sun was subltly wraped into the tail and the way the roo was looking slightly toward camera.

Re the new brandmark very current and could date, also looks a little sterile. We should keep in mind that this is not designed for designers but for a global audience. Given the update. I’m not impressed by the shapes that have been taken from the older style and certainly think these should be a liitle more fluid. Yes its a different style, but I think some of the ‘detail thinking’ has been missed. This looks like its been designed by a mid-weight designer between other jobs. Sorry, but just because its a big job does not make it a good job.

Just to be clear; I don’t know anything about design. I prefer the old logo, it has a more “Australian” feel.

Looks like Tourism Australia have finally caught up the late 20th century. There’s nothing new or innovative here and we can all see what the roll-out with overlapping colours will look like. Done done done. Seeing this makes me like the old one more, just for not being another slick ‘contemporary looking’ (whatever that means) logo. As for the sans serif – I think that’s a real missed opportunity to be different.

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Australian Pavilion wins top design award at Perumin 36 in Arequipa

For the second year running, Australia was awarded Best Pavilion at Perumin, Peru's annual mining summit hosted in Arequipa.

Come on board

Over 350 Australian organisations are leveraging Australia’s Nation Brand in different ways.

How do I get started?

Head to Australia’s Nation Brand Toolkit to explore, view and use Australia’s Nation Brand assets. To download them, you’ll need to register first.

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Countries, economies and regions

Select a country, economy or region to find embassies, country briefs, economic fact sheets, trade agreements, aid programs, information on sanctions and more.

International relations

Global security.

• Australia and sanctions
• Australian Safeguards and Non-proliferation Office (ASNO)
• Counter-terrorism
• Non-proliferation, disarmament and arms control
• Peacekeeping and peacebuilding

Regional architecture

• Asia Pacific Economic Cooperation (APEC)
• Association of Southeast Asian Nations (ASEAN)
• East Asia Summit (EAS)
• Australia and the Indian Ocean region
• Pacific Islands regional organisations

Global themes

• Child protection
• Climate change
• Cyber affairs and critical technology
• Disability Equity and Rights
• Gender equality
• Human rights
• Indigenous peoples
• People Smuggling, Human Trafficking and Modern Slavery
• Preventing Sexual Exploitation, Abuse and Harassment
• Australia’s treaty-making process

International organisations

• The Commonwealth of Nations
• United Nations (UN)
• World Trade Organization

Foreign Arrangements Scheme  

Trade and investment, about free trade agreements (ftas).

• The benefits of FTAs
• How to get free trade agreement tariff cuts
• Look up FTA tariffs and services market access - DFAT FTA Portal
• Discussion paper on potential modernisation – DFAT FTA Portal

About foreign investment

• The benefits of foreign investment
• Investor-state dispute settlement (ISDS)
• Australia's bilateral investment treaties
• Australia's foreign investment policy

For Australian business

• Addressing non-tariff trade barriers

Expo 2025 Osaka, Kansai

Stakeholder engagement.

• Ministerial Council on Trade and Investment
• Trade 2040 Taskforce
• First Nations trade

Australia's free trade agreements (FTAs)

• ASEAN-Australia-New Zealand (AANZFTA)
• Chile (ACLFTA)
• China (ChAFTA)
• Hong Kong ( A-HKFTA & IA)
• India (AI-ECTA)
• Indonesia (IA-CEPA)
• Japan (JAEPA)
• Korea (KAFTA)
• Malaysia (MAFTA)
• New Zealand (ANZCERTA)
• Peru (PAFTA)
• Singapore (SAFTA)
• Thailand (TAFTA)
• United Kingdom (A-UKFTA)
• USA (AUSFTA)
• Trans-Pacific Partnership (TPP)
• European Union (A-EUFTA)
• India (AI-CECA)
• Australia-UAE Comprehensive Economic Partnership Agreement
• Australia-Gulf Cooperation Council (GCC)

Trade and investment data, information and publications

• Fact sheets for countries and regions
• Australia's trade balance
• Trade statistics
• Foreign investment statistics
• Trade and investment publications
• Australia's Trade through Time

WTO, G20, OECD, APEC and IPEF and ITAG

Services and digital trade.

• Service trade policy
• Australia-Singapore Digital Economy Agreement
• Digital trade & the digital economy

Development

Australia’s development program, performance assessment.

• Development evaluation
• Budget and statistical information

Who we work with

• Multilateral organisations
• Non-government organisations (NGOs)
• List of Australian accredited non-government organisations (NGOs)

Development topics

• Development issues
• Development sectors

2030 Agenda for Sustainable Development

• Sustainable Development Goals

Where we deliver our Development Program

Humanitarian action.

Where and how Australia provides emergency assistance.

People-to-people

Australia awards.

• Australia Awards Scholarships
• Australia Awards Fellowships

New Colombo Plan

• Scholarship program
• Mobility program

Public diplomacy

• Australian Cultural Diplomacy Grants Program
• Australia now
• UK/Australia Season 2021-22
• Foundations, councils and institutes
• Australia-ASEAN Council
• Australia-India Council
• Australia-Indonesia Institute
• Australia-Japan Foundation
• Australia-Korea Foundation
• Council for Australian-Arab Relations (CAAR)
• Council on Australia Latin America Relations (COALAR)

International Labour Mobility

• Pacific Labour Mobility Scheme
• Agriculture Visa

Australian Volunteers Program

Supporting organisations in developing countries by matching them with skilled Australians. 

Sports diplomacy

Australia is a successful global leader and innovator in sport.

A global platform for achievement, innovation, collaboration, and cooperation

About Australia

Australia is a stable, democratic and culturally diverse nation with a highly skilled workforce and one of the strongest performing economies in the world.

Australia in Brief publication

This is the 52nd edition of Australia in Brief, revised and updated in February 2021

Travel advice

To help Australians avoid difficulties overseas, we maintain travel advisories for more than 170 destinations.

• Smartraveller – travel advice

International COVID-19 Vaccination Certificate

Prove your COVID-19 vaccinations when you travel overseas.

• Services Australia

The Australian Passport Office and its agents are committed to providing a secure, efficient and responsive passport service for Australia.

• Australian Passport Office

24-hour consular emergency helpline

• Within Australia: 1300 555 135
• Outside Australia: +61 2 6261 3305
• Getting help overseas
• Visas for Australians travelling overseas
• Visas to visit Australia

Corporate information and resources

Logos and style guides, which branding should i use.

Branding is a key mechanism for enhancing the visibility of the Australian Government's international activities and initiatives. Correct branding also maximises recognition of the development role played by the Australian Government and increases the accountability and transparency of Australia's Aid program.

• If it is an aid program: use the Australian Aid identifier (the kangaroo)
• If it is an international audience (and not aid): use the Australian Government logo (Commonwealth Coat of Arms and words "Australian Government")
• If it is a multi-departmental activity and individual departmental logos are not used: use an Australian Government Initiative logo
• If it is a domestic audience (and not aid): use the DFAT logo

Using the Commonwealth Coat of Arms

See the Australian Government Branding Guidelines and the Commonwealth Coat of Arms Guidelines by the Department of the Prime Minister and Cabinet .

Using the Australian Aid identifier

The colours of the Australian Aid identifier are:

• Pantone 280 (blue)
• Pantone 185 (red)

The Australian Aid identifier can be used:

• black against a light background
• white against a dark background
• red and white against a dark blue background.

Branding Australia Aid projects and initiatives

Top of page

File formats

The PNG files below are low-resolution and a small file size. They are best for office documents, websites and screen displays.

The PDF files below are vector images and can print at high-resolution. They are best for professional graphic design and print production.

The EPS files below are vector images and can print at high-resolution. They are best for professional graphic design and print production. They can be opened in vector image editing software such as Adobe Illustrator where designers can edit the colours. You may not be able to open these files on your computer unless you have the required software.

File format quick guide

• JPG or JPEG files are best for photographic images, not logos. Use the PNG logos rather than JPG.
• Reports and publications made in Adobe InDesign or other professional publishing software should use the PDF or EPS files.
• Reports or publications made in Microsoft Word or Publisher should use the PNG files.
• PowerPoint or other presentations should use the PNG files.
• Banners, signage, clothing and merchandise should use the PDF or EPS files.

Australian Government logo

An australian government initiative logo, australian aid identifier, publications.

Please use the most appropriate acknowledgements for all publications:

For projects where Australia is the only donor:

[project or initiative name] is supported by the Australian Government and implemented by [insert NGO]. An Australian aid initiative implemented by [insert NGO] on behalf of the Australian Government.

For projects where Australia is the major funder:

[project or initiative name] is supported by the Australian Government, [other donor name] and [other donor name].

For projects partly funded by Australia and where another agency, business or government is the major funder:

Supported by the Australian Government.

Disclaimers for reports and publications, funded by DFAT but not authored by DFAT (choose the most appropriate)

Disclaimer This publication has been funded by the Australian Government through the Department of Foreign Affairs and Trade. The views expressed in this publication are the author's alone and are not necessarily the views of the Australian Government.

Disclaimer This publication has been funded by the Australian Government through the Department of Foreign Affairs and Trade. The views expressed in this publication are the author's alone and are not necessarily the views of the Australian Government. The Australian Government neither endorses the views in this publication, nor vouches for the accuracy or completeness of the information contained within the publication. The Australian Government, its officers, employees and agents, accept no liability for any loss, damage or expense arising out of, or in connection with, any reliance on any omissions or inaccuracies in the material contained in this publication. This publication is intended to provide general information only and before entering into any particular transaction users should: rely on their own enquiries, skill and care in using the information; check with primary sources; and seek independent advice.

Co-branding

Not-for-profit organisations.

The logo of a partner government, NGO or multilateral organisation may also appear alongside the Australian Aid identifier, however the Australian Aid identifier should be in the most prominent place.

Commercial and for-profit organisations

The logo of an implementing partner or managing contractor may not be used alongside the Australian Aid identifier. However, the contractor/implementing partner can place the following at the bottom of the page, with their logo alongside it:

[project or initiative name] is supported by the Australian Government and implemented by [insert implementing partner] [insert implementing partner's logo].

An exemption for not applying branding may be granted by the Head of Mission or the Communications Section at DFAT if there is compelling case or an identified security risk.

Updating existing resources

All new Australian aid-funded projects and initiatives should be branded with the Australian Aid Identifier. Wherever practical, the previous (AusAID) Australian AID identifier should be replaced progressively and sensibly. (The old AusAID identifier is easy to spot- 'AID' is capitalised).

Formal signage for completed projects, such as foundation stones or commemorative plaques, should not be altered.

Stationery (including business cards)

Managing contractors, NGOs or multilateral organisations and their staff must not use the Australian Government Coat of Arms or the Australian Aid identifier on any stationery , including business cards, as this can incorrectly imply that the organisation acts with the authority of the Australian Government or that staff are Australian Government employees.

It is permissible for someone working for a partner organisation to use one of the following statements of acknowledgement if stationery signifies a program or project:

• For projects where Australia is the only donor: [project or initiative name] is supported by the Australian Government.
• For projects where Australia is the major funder: [project or initiative name] is supported by the Australian Government, [other donor name] and [other donor name].
• For projects partly funded by Australia and where another agency, business or government is the major funder: Supported by the Australian Government.

Partners must adhere to visibility and acknowledgement clauses in contracts and agreements. It is the responsibility of the Head of Mission at development posts to ensure compliance.

More information

• Smartraveller logo
• Commonwealth Coat of Arms - It's an Honour
• Australian national symbols - australia.gov.au

Questions on the use of the DFAT logo and branding and Australian Aid identifier can be directed to [email protected]

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