Australia’s Nation Brand is designed to showcase Australia’s competitive edge on an international stage. It defines how we act, how we speak and how we look, so that when we’re promoting Australia’s people, places and products on the world stage, we do so in a unified way. Because when we talk to the world with one voice, our voice becomes stronger.
At the heart is the brand promise: “Our irrepressible sense of optimism drives everything we do.”
How we act: What gives us our competitive edge, and makes us uniquely Australian in the eyes of the world, is our irrepressible optimism. We don’t need to tell the world who we are, it shines through in our behaviours which demonstrate our values. We build trust, we’re resourceful and creative, we believe in fairness and we value mateship. When we’re on the world stage, we showcase the vibrancy, diversity and creative spirit that’s at the heart of what makes us Australian.
How we speak: The way that we speak to the world influences the perception of us as a nation. That’s why we combine the people, places and products of Australia to create truly unique stores that inspire and engage others. And by using the right language that is positive, dynamic, down-to-earth and always optimistic, we’re also demonstrating our values of trust, creativity and resourcefulness.
How we look: The look was designed to bring our irrepressible optimism to life. It’s inspired by our rich culture, our landscape and the sunny optimism of our people. The kangaroo forms the logo, bounding ahead with momentum. The colour palette is inspired by the sun and Australia’s natural landscape and incorporates Australia’s national colours of green and gold, reimagined to reflect our premium goods and services. The graphic devices were created from an Indigenous painted dot technique, inspired by shapes and forms found in our distinct land.
By combining these elements, you can create everything from standout events and trade stands to presentations, social media posts, emails, and much more – with a unique sense of optimism at the core.