Put Australia’s Nation Brand into action

How we look

Australia’s Nation Brand draws inspiration from our rich culture, our landscape and the sunny optimism of our people.

How we speak

When we talk to the world with one voice, our voice becomes stronger. Australia’s irrepressible optimism shines through in our storytelling.

How we act

We build trust. We’re resourceful and creative. We value mateship. These behaviours help to inspire the world to buy into Australia’s people, places and products.

Logo

The kangaroo is globally recognised as Australian. It bounds ahead with momentum. The body is formed by three boomerangs. A string of dots in the tail is designed in an Indigenous painted technique.

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Font

AU Sans is a custom font designed for Australia’s Nation Brand. It comes in two styles and multiple weights, offering flexibility for a range of uses.

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Colour palette

The colour palette is inspired by the sun and Australia’s natural landscape and was designed to bring our optimism to life. It incorporates Australia’s national colours of green and gold, reimagined to reflect our premium goods and services.

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River & Track

The graphic devices were created from an Indigenous painted dot technique, inspired by shapes and forms found in our distinct land. A radiating glow of river graphics represent sun-lit rocky pools at The Freshwater Place. Track graphics represent clans travelling Bush Tracks, the Songlines of ancient Country.

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Glow

Inspired by Australia’s national flower, the wattle, the glow is painted in an Indigenous dot technique. Blooming of the wattle denotes that the bush has come alive with growth. The glow is cropped and used sparingly on images.

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Your unique Australian story

Australia's Nation Brand storytelling platform celebrates what's unique about Australia. It shapes the stories we tell, ensuring that we focus on distinguishing our people, places, products and services from the rest of the world.

Values

Australia Nation Brand’s personality is down-to-earth, friendly, optimistic, clever and dynamic. Feel free to dial each trait up or down as needed for your audience, and style of communication.

Guiding principles

We communicate with confidence. We’re clever, but inclusive. We’re warm and genuine. We get to the point. We use active language that inspires and sparks action.

Our people

Australia is home to a highly creative and skilled workforce. As one of the most multicultural and multilingual countries in the world, Australia’s greatest asset is our talented people.

Lifestyle and opportunities

Australia is a land of enviable lifestyle and attractive business opportunities. Our nation is a safe, stable location to invest and do business. We offer smart people, solid governance, strong global connections and a lifestyle that’s the envy of the world.

Inventors and entrepreneurs

Australia is a nation of inventors and entrepreneurs. Our products, from health and beauty to premium food and beverages, are sought after the world over for their high-quality ingredients, safe production and innovative uses.