Australia’s Nation Brand has unveiled its first sonic logo, a distinctive new audio signature that captures the optimism, confidence and character of modern Australia and brings the nation's brand to life through sound.
A sonic logo is a short, distinctive sound that represents a brand, and acts as the auditory equivalent to a visual logo. Like the signature sounds used by Netflix (ta-dum) and McDonald’s (ba-ba-ba-ba-ba), Australia’s sonic logo helps build recognition and recall across different channels.
The new sonic logo assets are among more than 900 free marketing resources, helping businesses and exporters bring Australia’s story to life with confidence and consistency, to inspire the world to invest, visit, study and buy from Australia.
Loud and proud
Australia is renowned for an acoustic landscape unlike anywhere else in the world, which is why our sonic logo is much more than audio, it is a natural extension of our national identity.
Developed by award-winning sonic branding agency Smith & Western, the sonic logo combines First Nations culture, elements of Australia’s acoustic landscape and vocals by Wiradjuri woman and contemporary Aboriginal vocalist Olivia Coe Fox.
Designed for today's digital and audio-first channels, the sonic logo creates a consistent and recognisable Australian presence and adds a new dimension to Australia's brand story.
Building on the introduction of sound and animation assets to Australia’s Nation Band Toolkit, the new sonic logo marks the next chapter in bringing Brand Australia to life across digital, multimedia and event experiences.
Join the storytelling
Designed for business, the Nation Brand was created in partnership with First Nations design agency Balarinji, and is inspired by Country, connection and progress. The Nation Brand elevates Australia’s reputation globally, helping Australian businesses, industries and institutions stand out in international markets.
Together, the toolkit’s logos, photography, templates, animations and award-winning soundscapes help businesses and exporters showcase the best of Australia to the world with impact.
The suite of sonic logo resources is now available in the Australia’s Nation Brand Toolkit. For more information and practical guidance, check out the Australia’s Nation Brand Guidelines and Digital Asset User Guide.
