Rich in meaning and power: Is Australia’s Nation Brand helping you?

There’s no mistaking the meaning of the symbol above. It signals Australia. It is, in fact, the centrepiece of our Nation Brand, the distilled representation of our collective offer and promise.  
 
Hundreds of Australian businesses, industry organisations and government bodies have benefitted from its power on the global stage — and remarkably it remains free to use.

The kangaroo logo was created by acclaimed Indigenous Australian design and strategy agency Balarinji. Deep meaning imbues every element of it and the accompanying Nation Brand graphics. No wonder it collected a swag of international awards.

Bounding forward, reflecting Australia’s optimism — ‘good country up ahead, good feeling for the future’ — the kangaroo is formed by an interpretation of three boomerangs: for the head, the hooked boomerang used as a ceremonial musical instrument; for the body and tail, those used for hunting, foraging or sparking fire.

It’s a perfect example of Balarinji’s ‘Designing with Country’ best practice approach, which delivers unique cultural designs informed by authentic narratives from Country. 

The agency’s Managing Director and Creative Executive Ros Moriarty and Indigenous Creative Lead, Ngunnawal man Johnny Bridges, will talk about this, focusing on ‘Cultural design as driver of extraordinary contemporary places’, at the upcoming SXSW Sydney, a gathering of leading thinkers, creators and innovators. 

Another of the speakers is Katherine Bennell-Pegg, Australia’s first female astronaut and the first Australian astronaut to represent her birth country. Proudly wearing the Nation Brand kangaroo logo on her flight suit on a recent visit home, she embodies Australia’s incredible innovation, determination and capability.

Kathrine Bennell-Pegg proudly wearing Australia's Nation Brand kangaroo logo pin on TV.

Find out more, including how to buy tickets for the event, which runs 14-20 October, on the SXSW Sydney 2024 website.

Now make it yours 

Tap into the power of the Nation Brand to boost the presence of approved businesses and organisations on the world stage. In addition to the logo, graphics and font, there is a wealth of easily searchable, free to use imagery in the Nation Brand Toolkit, including stunning net zero and green economy-themed photographs.