Australia Launches New ‘Only in Australia’ National Brand

The launch of Australia’s Nation Brand and tagline at a press conference at Parliament House in Canberra, Australia, on Feb. 18, 2022. AAP Image/Mick Tsikas

Australia has launched a new national brand featuring the logo of a golden Kangaroo and complemented by the tagline “Only in Australia.”

The brand was redesigned after its old design, a golden wattle, resembled an illustration of the coronavirus.

More than 300 marketing resources will be freely available to Australian businesses to help better promote Australian goods and services overseas and attract more investment and visitors.

It will run alongside the existing, hugely successful green and gold “Australian Made” brand.

Minister for Trade Dan Tehan said a strong brand would help all Australian businesses sell their product, supporting local jobs.

“A strong nation brand and tagline will reinforce Australia’s reputation as an internationally competitive investment destination, a great place to visit, a quality provider of education, and a trusted exporter of premium goods and services,” Tehan said.

Minister for Trade Dan Tehan at a press conference to launch Australia’s Nation Brand and tagline at Parliament House in Canberra, Australia, on Feb. 18, 2022. AAP Image/Mick Tsikas

Deloitte Access Economics modelling found that moving up one place in the global brand ranking would increase merchandise exports by about $3.1 billion ( US$2.235 billion) a year.

Additionally, it would improve direct foreign investment by $704 million per year, boost tourism by $174 million per year, and increase international education by $137 million (US$98 million)per year.

“Australia’s Nation Brand is more than just a logo and tagline,” Tehan said. “It is a holistic approach to selling what is unique about Australia to the world, backed up by a suite of marketing assets and research that is available for free to all Australian industry groups and businesses to help them grow and to support more Australian jobs.”

The logo and tagline were developed through the National Brand Advisory Council and design agencies.

Balarinji Chair and Cultural Director, John Moriarty, said the forward bounding kangaroo reflects Australia’s optimism.

“It is formed by a contemporary expression of three boomerangs,” Moriarty said. “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 a fire.”

Brand Advisory Council Chair Andrew Forrest, who is also the Chair of Fortescue Metals Group, said a strong national brand was a valuable asset, attracting investment and adding value to exports.

“Now is the time for Australian businesses, industry and government to come together and collaboratively promote Australia for all it has to offer.

“This will allow us to celebrate what is only in Australia and to become synonymous with quality, creativity, innovation, hard work, determination, and mateship. Which, in my view of our great country, is us. The true Aussie ANZAC spirit,” Forrest said.