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The Tourism Australia Brand Gets a Refresh

Chris Dickman Fri, 12/07/2012 - 11:20

What first comes to mind, when you think of Australia? The outback, perhaps. And, of course, kangaroos. Tourism Australia's current logo, created in 2004, certainly expresses those aspects of Australia. But there's a lot more to Australia than that. Hence a revamp of the logo by Interbrand, which reportedly took six months and carried a price tag of $200,000.

According to Tourism Australia Managing Director Andrew McEvoy, "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." Yes, perhaps, but the original's feeling of warmth seems to have been lost, with the switch to a rather retro sans-serif typeface echoing the stylized, mechanical look of the new 'roo.

Technical issues also played a role in the new design. Richard Curtis, Managing Director at Interbrand Sydney, pointed out that, “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.” The new logo will begin being rolled out this month, with the aim of having it included in all campaign material globally by the end of April 2013.