Tourism
Australia has confirmed that it is evolving its current logo,
"to stay relevant and to reflect the organisation’s changing
culture and identity."
The new
logo will still feature 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.
"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," Mr McEvoy said.
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.
"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," Mr McEvoy said.
"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," he said.
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.
The
creative work has been carried out Interbrand, part of Tourism
Australia's current global creative agency, DDB.
