‘Australian Made’ logo that cost $10 million is REMOVED as new design is revealed
Australia’s trade logo is REMOVED after being mocked for looking too Covid-like – as new design is revealed
- The new Nation brand design for Australia was unveiled this Friday
- The logo will replace last year’s discontinued design which looked like Covid
- The council overseeing the process includes several Australian tycoons
- The Nation brand will be available for free to Australian businesses
Australia has introduced a new national brand logo for products after the latest version was roundly condemned for its striking resemblance to the Covid-19 virus.
Trade Minister Dan Tehan on Friday unveiled the new design, a stylized gold kangaroo – a far more traditional choice for marketing products overseas than last year’s effort.
An ‘acacia flower’ design was introduced and then quickly scrapped last July after sparking an outcry over its resemblance to the coronavirus.
The new logo (pictured) will be free for Australian businesses to use when promoting and advertising their products
The logo which was unveiled last year (pictured) faced serious backlash as people complained it looked like Covid-19
The new logo was co-created with Indigenous design studio Balarinji and is meant to be a “unique and contemporary” expression of Australia as a forward-looking country “drawing on the spirit of the country”.
Companies will be able to use it for free to advertise their products internationally.
In a statement, Tehan said a strong brand would help Australian companies sell their products domestically and overseas.
“Australia’s national brand is more than just a logo and slogan. It’s a holistic approach to selling what’s unique about Australia to the world,
“A strong national brand and slogan will enhance Australia’s reputation as an internationally competitive investment destination, a great place to visit, a provider of quality education and a trusted exporter of high quality goods and services. range,” he said.
So far, the logo has been better received than last year’s effort.
The kangaroos are iconic for the Australian brand and the Nation Brand Advisory Council with design studio Balarinji reimagined it in the new design.
The board that decides on the national logo is made up of a number of businessmen, including Andrew “Twiggy” Forrest, president of Fortescue Metals; Qantas CEO Alan Joyce; and Edwina McCann, editor of Vogue Australia.
The Nation Brand Advisory Council-led project has received a budget of more than $10 million over the past four years, an Austrade spokesperson told Daily Mail Australia.
“The project was delivered within budget with total expenditures of $9.8 million.” says the organization.
Funding went towards market research, design, industry consultation, trademark, technical expenses and management.