The dust has settled on Australia’s new logo and the reviews by the public and marketers alike have been scathing. Comparing the new golden wattle design to a graphical representation of the COVID-19 virus to criticism on social media about the price tag and timing of the rebrand.
The logo forms part of a larger project underway to rebrand Australia and promote our nation overseas. The costly initiative kicked-off under the Turnbull government as an attempt to create a unified and recognisable national brand.
Creative strategy guidance for the project of re-working brand Australia has come from a Brand Expert Working Group made up of what the government deems “Australia’s best marketing brains” Clemenger BBDO. The golden wattle emblem itself is made up of a symbolic gold representation of a wattle with the letters ‘AU’ in the centre.
A report created by the Australia’s Nation Brand Advisory Council back in 2019 explains that the unpopular wattle design was chosen because of its strong history with indigenous and non-indigenous Australians and as a symbol of unity. The marketing tactics used in the report have not translated to the launch of the logo to the Australian public.
As marketers we understand the importance of creating a unified brand to manage perception, demonstrate values and build reputation. Simultaneously many marketers can relate to the challenges of creating a logo and brand identity that pleases the masses, however perhaps more than anything we understand that rebrand should be supported by a compelling story that sells the makeover to the people who engage with your brand. In the case of rebranding Australia, don’t forget your most important audience – the taxpayers.
Timing is everything and consumer perception is reality. We can help you to get this "right" the first
time to ensure the future success of your business.
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