Australia’s Nation Brand Story

Australia’s Nation Brand helps us bring the best of Down Under to the world. It’s designed to showcase our stories, people, places and products in a more unifying way.

Inspiration behind Australia’s Nation Brand

We’re a progressive nation with a rich culture. Together, we can achieve whatever we set our hearts and minds to. That spirit is at the heart of Australia’s Nation Brand.

Co-created with Indigenous designers, the Brand elements are inspired by ancient stories from the Dreaming and embedded with a cultural richness that speaks distinctively of Australia.

They embody the spirit of Yamulhu awara ambirriju, meaning ‘Good Country up ahead, good feeling for the future’.

(John Moriarty) Hello, I’m John Moriarty. I’m a Yanyuwa fella from the bush in a place called Borroloola in the Northern Territory, in the Gulf of Carpentaria. I’m the Chair of Balarinji and also the Cultural Director.

(Adam France) Hey, I’m Adam France and I’m Balarinji’s Senior Designer.

(Tony Bishop) Hi, my name is Tony Bishop. I’m a Kungarakan man. I’m a Graphic Designer with Balarinji and I was the Lead Designer for the logo and graphics for Australia’s Nation Brand.

(Adam France) For us at Balarinji, it’s really exciting to have Australia embrace indigenous culture within this brand mark and take that to the world.

(John Moriarty) The mark is inspired by the concept of “Yamulhu awara ambirriji” from my Yanyuwa language spoken by families in Borroloola in the Northern Territory. It means good Country up ahead and good feeling for the future.

(Tony Bishop) We wanted to create a unique and contemporary expression of Australia’s kangaroo in a way that reflects Australia as a future-facing nation.

(John Moriarty) The kangaroo story began in the Dreaming, when Spirit Kangaroos crossed the land, naming the rivers, valley and hills. The kangaroo is central to the identity of cultural groups in every corner of this continent. Songlines follow the ancestral journeys of the kangaroo. They teach each new generation, the stories of Country, of belonging, and of living sustainability for the future.

(Tony Bishop) The kangaroo brand mark is made up of three boomerangs, with an additional string of Indigenous dots. You can see in the mark that the kangaroo is bounding forward. It’s momentum in the world is confident and strong.

(John Moriarty) The three contemporary boomerangs used in the mark are all different. The head boomerang is used in ceremonies and a percussive rhythmic instrument for song and dance. The body and tail are boomerangs used for hunting and foraging for food or to connect with soft wood to spark fire. It’s about the spirit of Country making us optimistic. When we care for Country and spiritually connect with is, the future is good.

(Tony Bishop) Inspired by the flowering wattle, waterways and songlines across our nation, we used individual dots to create unique graphics that represent Country, people, meeting places and cultures coming together. The inspiration behind the glow, track and river graphics is deeply connected to Aboriginal culture and our national identity.

(Adam France) What I think is really special about the brand mark is it’s a contemporary and deeply authentic reflection of Australia to the world. Aboriginal society, sustainability, and ways of connecting with country are a distinct and rich heritage that all of us can acknowledge and be inspired by as Australians.


Yamulhu awara ambirriju


“Good country up ahead, good feeling for the future”

These words in Yanyuwa and in English are provided by fluent Yanyuwa speaker and traditional custodian Samuel Evans and fluent Yanyuwa speaker and Monash University Linguistics Professor, John Bradley.

What’s at the heart of the brand design elements?

The kangaroo

The kangaroo is globally recognised as Australian and is used in the logo. Its story began in the Dreaming when Spirit Kangaroos crossed the land, naming the rivers, valleys and hills. Songlines follow its ancestral journey, teaching new generations the story of Country, belonging and living sustainably for the future. The kangaroo leaps confidently forward with momentum, excited for what’s ahead.

Boomerang

In the logo, the kangaroo’s head is a hooked ‘7’ boomerang that is used ceremonially as a percussive, rhythmic instrument for ceremonial song and dance. The body and tail are boomerangs used for hunting or foraging for food, to defend clan and Country, or to connect with softwood to spark fire.

Landscape

Australia’s Nation Brand colours and graphic devices were inspired by the Australian landscape, nature and the culturally rich stories associated with them. Green and gold evoke forest, bushland, the sun and sand. Track, river and glow graphics draw inspiration from Indigenous dot painting techniques.

Industry led,
government enabled

Australia’s Nation Brand is the result of research and collaboration between Australia’s Nation Brand Advisory Council, cultural organisations, Austrade and federal, state and territory governments.

“In an increasingly competitive international market, a unified and strong Nation Brand will help us stand out.”

Andrew Forrest AO, Chair of Brand Advisory Council and Chair of Fortescue Metals Group

See announcement

Pictured from left to right:
Wesley Enoch AM, Former Sydney Festival Director; Glenn Cooper AM, Chairman, Coopers Brewery; Bob East, Former Chair, Tourism Australia; Dr Stephanie Fahey, Former CEO, Australian Trade and Investment Commission; Andrew Forrest AO (Chair) Non-Executive Chairman, Fortescue Metals Group (FMG); Christine Holgate, CEO, Toll Global Express; Jayne Hrdlicka, CEO, Virgin Australia and President & Chair, Tennis Australia; Alan Joyce AC, CEO & Managing Director, Qantas Airways; Edwina McCann, Board Director, Australian Fashion Council, Editor in Chief of Vogue Australia; Mike Cannon-Brookes, Co-Founder and Co-CEO, Atlassian.

Not pictured: Rod Jones , Co-Founder, NAVITAS; Michael O'Keeffe, CEO, Aesop.


Why use Australia’s Nation Brand?

Bring the best of Australia to the world. Australia’s Nation Brand is designed to help businesses, industries, and government agencies stand out on the global stage.


Instantly recognisable

Join Team Australia and build credibility with a brand that’s trusted worldwide.


Tell your story

Access free logos, templates, graphics, images, and videos from the brand toolkit.


A global movement

More than 900 organisations already use the brand to promote their products and services.

Start using the toolkit

Australian ABN holders including businesses and industry associations, as well as Australian government organisations, can use Australia’s Nation Brand assets to target international audiences. The assets are available free of charge and are designed to be used alongside your brand. They help us present as one “Team Australia” when showing up internationally.

Head to the asset library at Australia’s Nation Brand Toolkit for all of the free assets – from brand guidelines and templates, to fonts, logos and photography. Browse and select the assets you’re after, then – if you’re new to the Toolkit – you’ll need to register to download them.

Australia’s Nation Brand does not replace the Australian Made logo. So, if your organisation is licensed to use the Australian Made logo, you should continue to do so alongside relevant elements of Australia’s Nation Brand.

Australia Unlimited was an Australian Government initiative to promote Australia’s greatest assets – our world-class entrepreneurs, researchers, exporters, educators, designers, artists, administrators and humanitarians. This objective will now be met through Australia’s Nation Brand, and the Australian Unlimited initiative and branding has been phased out.

Australia’s Nation Brand Guidelines contain in depth guidance across all aspects of the brand including how we act, how we speak and how we look. They include information about tone of voice, logos, colour palette, fonts, graphic devices, and photography. Head to Australia’s Nation Brand Toolkit to download the free guidelines. If you’re new to the Toolkit, you’ll need to register for access before you can download them.

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.

If you’re currently using any Australia’s Nation Brand assets, there’s no need to redevelop any existing designs. While a range of new design elements have been added, including the kangaroo logo, an extended colour palette and new graphic devices, the core assets are unchanged, so all of your work is still current.

 

If you’re developing new creative, you are welcome to explore and adopt the new assets if it suits your needs.

For an overview of the elements that make up Australia’s Nation Brand, visit Using the brand where you’ll find information about brand assets, writing style and key messages for Australian organisations. Comprehensive free Brand Guidelines are also available from the asset library at Australia’s Nation Brand Toolkit. If you’re new to the Toolkit, you’ll need to register for access before downloading the guidelines. More resources are always being added, so make sure you check back in to the Toolkit regularly.

Yes. Australia’s Nation Brand assets are available free to Australian ABN holders including businesses and industry associations, as well as Australian government organisations, when engaging with international audiences. Assets are available to download free from Australia’s Nation Brand Toolkit, and if you’re new to the Toolkit, you’ll need to register for access before downloading the assets.

No. Australia’s Nation Brand assets are available, free of charge, to Australian ABN holders including businesses and industry associations, as well as Australian government organisations, when engaging with international audiences. Organisations don’t need to be licensed to use Australia’s Nation Brand assets which can be downloaded free from Australia’s Nation Brand Toolkit. If you’re new to the Toolkit, you’ll need to register for access before downloading the assets.

If you’re interested in using Australia’s Nation Brand, you’ll first need to establish who your audience is. Australia’s Nation Brand should be used by Australian businesses and government agencies for initiatives that promote Australia internationally.

 

If you’re speaking to an international audience, then visit Australia’s Nation Brand Toolkit and download the free Brand Guidelines for a detailed overview. If you’re new to the Toolkit, you’ll need to register for access before downloading the guidelines.

Around 900 Australian organisations are leveraging Australia’s Nation Brand in different ways. Head to the Case studies page to discover how organisations are flying the ‘green and gold’ around the world.

Designs that use Australia’s Nation Brand do not need to be approved, although you are encouraged to seek guidance from Australia’s Nation Brand team where required. Before you start, we strongly recommend you head to the asset library at Australia’s Nation Brand Toolkit and download the free Brand Guidelines. If you’re new to the Toolkit, you’ll need to register for access before downloading them.

For guidance on how to use Australia’s Nation Brand, visit Using the brand where you’ll find information about brand assets, writing style and key messages for Australian organisations. Comprehensive free Brand Guidelines are also available from the asset library at Australia’s Nation Brand Toolkit. If you’re new to the Toolkit, you’ll need to register for access before downloading the guidelines. If you still have questions, email Australia’s Nation Brand team.

If you become aware of any actual or suspected misuse of Australia’s Nation Brand assets, please report it via email to Australia’s Nation Brand team.

Frequently asked questions

Most popular questions

Australian ABN holders including businesses and industry associations, as well as Australian government organisations, can use Australia’s Nation Brand assets to target international audiences. The assets are available free of charge and are designed to be used alongside your brand. They help us present as one “Team Australia” when showing up internationally.

The world knows us for our sunny weather, sunnier disposition, beautiful landscapes and unique wildlife, but these attributes just scratch the surface. Australia’s Nation Brand has been designed to show international audiences that beyond our great land and our people, Australia is a country that drives breakthroughs in science, technology, medicine and energy. We offer world-class products, education, culture and entertainment.

 

Australia’s Nation Brand is an umbrella brand for Australian businesses, industries and government agencies to seek new opportunities internationally and strengthen existing ones. The assets are flexible and can be adopted in a range of channels, alongside your brand. It helps us present as one “Team Australia” when we are showing up internationally.

Australia’s Nation Brand is the result of extensive research and collaboration between Australia’s Nation Brand Advisory Council, the Brand Expert Working Group, businesses, industry associations, cultural organisations and federal, state and territory governments. It helps tell our individual stories, showcase our people, places and products, and highlight the achievements we’re proud of, in a unifying way.

Head to the asset library at Australia’s Nation Brand Toolkit for all of the free assets – from brand guidelines and templates, to fonts, logos and photography. Browse and select the assets you’re after, then – if you’re new to the Toolkit – you’ll need to register to download them.

Designs that use Australia’s Nation Brand do not need to be approved, although you are encouraged to seek guidance from Australia’s Nation Brand team where required. Before you start, we strongly recommend you head to the asset library at Australia’s Nation Brand Toolkit and download the free Brand Guidelines. If you’re new to the Toolkit, you’ll need to register for access before downloading them.

For guidance on how to use Australia’s Nation Brand, visit Using the brand where you’ll find information about brand assets, writing style and key messages for Australian organisations. Comprehensive free Brand Guidelines are also available from the asset library at Australia’s Nation Brand Toolkit. If you’re new to the Toolkit, you’ll need to register for access before downloading the guidelines. If you still have questions, email Australia’s Nation Brand team.

Using Australia's Nation Brand

Australian ABN holders including businesses and industry associations, as well as Australian government organisations, can use Australia’s Nation Brand assets to target international audiences. The assets are available free of charge and are designed to be used alongside your brand. They help us present as one “Team Australia” when showing up internationally.

Head to the asset library at Australia’s Nation Brand Toolkit for all of the free assets – from brand guidelines and templates, to fonts, logos and photography. Browse and select the assets you’re after, then – if you’re new to the Toolkit – you’ll need to register to download them.

Australia’s Nation Brand does not replace the Australian Made logo. So, if your organisation is licensed to use the Australian Made logo, you should continue to do so alongside relevant elements of Australia’s Nation Brand.

Australia Unlimited was an Australian Government initiative to promote Australia’s greatest assets – our world-class entrepreneurs, researchers, exporters, educators, designers, artists, administrators and humanitarians. This objective will now be met through Australia’s Nation Brand, and the Australian Unlimited initiative and branding has been phased out.

Australia’s Nation Brand Guidelines contain in depth guidance across all aspects of the brand including how we act, how we speak and how we look. They include information about tone of voice, logos, colour palette, fonts, graphic devices, and photography. Head to Australia’s Nation Brand Toolkit to download the free guidelines. If you’re new to the Toolkit, you’ll need to register for access before you can download them.

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.

If you’re currently using any Australia’s Nation Brand assets, there’s no need to redevelop any existing designs. While a range of new design elements have been added, including the kangaroo logo, an extended colour palette and new graphic devices, the core assets are unchanged, so all of your work is still current.

 

If you’re developing new creative, you are welcome to explore and adopt the new assets if it suits your needs.

For an overview of the elements that make up Australia’s Nation Brand, visit Using the brand where you’ll find information about brand assets, writing style and key messages for Australian organisations. Comprehensive free Brand Guidelines are also available from the asset library at Australia’s Nation Brand Toolkit. If you’re new to the Toolkit, you’ll need to register for access before downloading the guidelines. More resources are always being added, so make sure you check back in to the Toolkit regularly.

Yes. Australia’s Nation Brand assets are available free to Australian ABN holders including businesses and industry associations, as well as Australian government organisations, when engaging with international audiences. Assets are available to download free from Australia’s Nation Brand Toolkit, and if you’re new to the Toolkit, you’ll need to register for access before downloading the assets.

No. Australia’s Nation Brand assets are available, free of charge, to Australian ABN holders including businesses and industry associations, as well as Australian government organisations, when engaging with international audiences. Organisations don’t need to be licensed to use Australia’s Nation Brand assets which can be downloaded free from Australia’s Nation Brand Toolkit. If you’re new to the Toolkit, you’ll need to register for access before downloading the assets.

If you’re interested in using Australia’s Nation Brand, you’ll first need to establish who your audience is. Australia’s Nation Brand should be used by Australian businesses and government agencies for initiatives that promote Australia internationally.

 

If you’re speaking to an international audience, then visit Australia’s Nation Brand Toolkit and download the free Brand Guidelines for a detailed overview. If you’re new to the Toolkit, you’ll need to register for access before downloading the guidelines.

Around 900 Australian organisations are leveraging Australia’s Nation Brand in different ways. Head to the Case studies page to discover how organisations are flying the ‘green and gold’ around the world.

Designs that use Australia’s Nation Brand do not need to be approved, although you are encouraged to seek guidance from Australia’s Nation Brand team where required. Before you start, we strongly recommend you head to the asset library at Australia’s Nation Brand Toolkit and download the free Brand Guidelines. If you’re new to the Toolkit, you’ll need to register for access before downloading them.

For guidance on how to use Australia’s Nation Brand, visit Using the brand where you’ll find information about brand assets, writing style and key messages for Australian organisations. Comprehensive free Brand Guidelines are also available from the asset library at Australia’s Nation Brand Toolkit. If you’re new to the Toolkit, you’ll need to register for access before downloading the guidelines. If you still have questions, email Australia’s Nation Brand team.

If you become aware of any actual or suspected misuse of Australia’s Nation Brand assets, please report it via email to Australia’s Nation Brand team.

The story behind Australia’s Nation Brand

Australian ABN holders including businesses and industry associations, as well as Australian government organisations, can use Australia’s Nation Brand assets to target international audiences. The assets are available free of charge and are designed to be used alongside your brand. They help us present as one “Team Australia” when showing up internationally.

The world knows us for our sunny weather, sunnier disposition, beautiful landscapes and unique wildlife, but these attributes just scratch the surface. Australia’s Nation Brand has been designed to show international audiences that beyond our great land and our people, Australia is a country that drives breakthroughs in science, technology, medicine and energy. We offer world-class products, education, culture and entertainment.

 

Australia’s Nation Brand is an umbrella brand for Australian businesses, industries and government agencies to seek new opportunities internationally and strengthen existing ones. The assets are flexible and can be adopted in a range of channels, alongside your brand. It helps us present as one “Team Australia” when we are showing up internationally.

Australia’s Nation Brand is the result of extensive research and collaboration between Australia’s Nation Brand Advisory Council, the Brand Expert Working Group, businesses, industry associations, cultural organisations and federal, state and territory governments. It helps tell our individual stories, showcase our people, places and products, and highlight the achievements we’re proud of, in a unifying way.

Irrepressible optimism is what gives Australia its competitive edge on the world stage. It’s seen as the most uniquely Australian attribute, and talks to the fact that no matter the challenges we face, we know we can overcome them.

 

Working hard, excitement and adventure are all key attributes where Australia ranks higher than global averages (Gfk Roper Values Factbook). Optimism has been identified as a driver of perception change for international communities (FiftyFive5 proprietary research). That’s why it’s the connecting thread that runs through everything we do.

 

Domestically, we’re a nation whose people believe it has a bright future (Roy Morgan Optimism Tracking). Our optimism is rooted in our ability to overcome obstacles and find a better way.

The kangaroo is globally recognised as Australian and is used in the logo, which was designed by Australia’s longest established Indigenous design agency, Balarinji.

 

As explained by Yanyuwa man, Balarinji Chair and Cultural Director, John Moriarty: “The kangaroo is bounding forward, reflecting Australia’s optimism. It is formed by a contemporary expression of three boomerangs. The head is the hooked ‘7’ boomerang used in ceremonies as a percussive instrument for song and dance. The body and tail are boomerangs used for hunting or foraging for food, or to connect with softwood to spark fire. This kangaroo tells the story of Country, of belonging and of living sustainably.”

Get in touch with Austrade’s media team at media@austrade.gov.au

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