DestinationsAustralia, NZ & South Pacific

Tourism Australia goes six-color san serif with its rebranded logo

Skift Take

Australia’s tourism industry didn’t have a great 2012: falling numbers, Qantas’ troubles and its controversy with Tourism Australia. At least TA can start 2013 with a fresh coast of paint, so to speak.

— Rafat Ali

Tourism Australia has unveiled a new logo, scrapping the existing version that has been around for eight years. The new-look brand mark, devised by Interbrand has been introduced “to stay relevant and reflect the organisation’s changing culture and identity,” according to the tourism body.

It cost six months and $200,000 to develop. The new logo sticks with the familiar kangaroo symbol, but in simpler form. “The strong use of blues, greens and yellows, and a significantly more contemporary positioning, is in keeping with Tourism Australia’s positioning of a modern and confident Australia open to the world.”

New logo:

 

Old logo:

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