Trade logo redesign revealed after Covid-like image dumped

A new logo created to spruik Australia has been unveiled after the former golden wattle-inspired image was dumped over its resemblance to a Covid cell.

The new national brand logo will be used to spruik Australia to the world. Picture: Supplied

Australia’s new nation brand and tagline have been unveiled to sell Australia to the world, after the old logo was dumped for looking like a Covid particle.

The new nation brand logo features a kangaroo above the word ‘Australia’ and is complemented by the tagline ‘Only in Australia’, which can be used in conjunction with the logo.

The unveiling of the former wattle-inspired logo in July 2020 was met with criticism after it drew unfavourable comparisons to images of a Covid particle.

The logo – understood to have cost taxpayers $10m – was ditched by the federal government, with former federal Trade Minister Simon Birmingham confirming a redesign was in the works back in August 2020.

Australia’s new national brand logo. Picture: Supplied

The golden wattle-inspired logo was likened to a coronavirus cell.

“Obviously Covid means there’s a need to have a look at that piece of work – particularly the logo element – given some of the associations people were drawing,” Mr Birmingham told 2GB’s Ben Fordham.

Modelling by Deloitte Access Economics found improving Australia’s global brand ranking by one place would increase merchandise exports by about $3.1bn per year.

It would also boost tourism by $174m per year and increase international education by $137m per year.

Federal Trade, Tourism and Investment Minister Dan Tehan said a strong brand would help all Australian businesses sell their product.

“A strong nation brand and tagline will reinforce Australia’s reputation as an internationally competitive investment destination, a great place to visit, a quality provider of education and a trusted exporter of premium goods and services,” Mr Tehan said.

“Australia’s nation brand is more than just a logo and tagline. It is a holistic approach to selling what is unique about Australia to the world.”

Established in 2018, the National Brand Advisory Council was charged with developing a “unifying, authentic, and compelling nation brand”.

The council is chaired by Australian mining magnate Andrew Forrest and includes business leaders such as Qantas CEO Alan Joyce.

The nation brand logo is understood to not be replacing the existing Australian Made logo, which will remain as Australia’s global product symbol.