A costly new Australia logo has been ditched after it drew unflattering comparisons to images of the coronavirus particle.
“To a certain extent, the use of the controversial new logo may underscore Australian Government’s eagerness to promote its profile in the global marketplace,” an editorial in July said.
to the Morrison Government about the new logo, the National Brand Advisory Council said Australia should not focus on kangaroos as it would reinforce what people already knew about the country. “Dual-branding situations of multiple kangaroos sitting side-by-side will not work,” the report noted. While the advisory council, which included mining magnate Andrew Forrest, Atlassian tech entrepreneur Mike Cannon-Brookes and Qantas CEO Alan Joyce, noted the wattle was “not immediately recognisable internationally”, it suggested it would become so over time.The wattle logo was designed by marketing company Clemenger BBDO Sydney in co-operation with Indigenous design partners Balarinji.
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