Job Type
Logo Design |
Industry / Entity Type
Government / Country |
Task Outline
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Task Description
This B&T / DesignBay brief is to create a logo and tagline that provides a clear vision of how Australia should be seen by the rest of the world in the 21st century. Designers and contest participants should submit ideas for a contemporary Australia brand that captures the essence of the nation and presents Australia as a great place for living, holidaying, education, business, manufacturing, agriculture and investment. Submissions should articulate as clearly as possible Australia's brand position in the context of the global marketplace and help the Government capture "the vibrancy, energy and creative talents of Australia".
As background, Australia’s Trade Minister Simon Crean (whose department is leading the project) has been quoted in the media as saying:
- "What we've got to convince people about is it's a great place to invest, it's a great place to come and be educated, it's a great place to live, it's a great place to build your business base from."
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"We are much more than a nation of great people and great places ... We have won 10 Nobel Prizes and we are a nation bursting with creativity and ingenuity. The Australian way is to underplay our achievements but this kind of modesty only surrenders the edge to our competitors."
Designers and contest participants may choose to spend time researching Australia and its current brand. Future Brand’s Country Brand Index and Australia’s past brand and tourism campaigns are useful resources.
Shortlisted entrants will be asked to provide a 250-word explanation of the thinking behind the logo and tagline, which may be published (along with their submission) in a November issue of B&T magazine. The public will be allowed to vote on their favourite logos and taglines and this will help inform (but not be the sole factor considered) when determining the shortlist, runners-up and winner. All entrants must supply art work at suitable resolution for both print and online use – failure to do so will result in exclusion from the competition.
Resources
(1) Country Brand Index by Future Brand http://www.countrybrandindex.com/download/
(2) Prosperity Index 2008 by Legatum http://www.prosperity.com/ranking.aspx
References
(1) http://www.theaustralian.news.com.au/story/0,25197,25983606-12377,00.html
Current and Past Australia Branding / Tourism Campaigns
(1) Australian Made “Australian Grown” http://www.australianmade.com.au/australianmade
(2) “Where the bloody hell are you” http://en.wikipedia.org/wiki/So_where_the_bloody_hell_are_you%3F
(3) “Come walkabout” campaign http://www.youtube.com/watch?v=gQGMuxJ0vCc
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Logo Text
May include "Australia", something else or no text at all. Up to the designer. |
Logo Styles of Interest
Emblem Logo
Logo enclosed in a shape
Wordmark Logo
Word or name based logo (text only)
Pictorial / Combination Logo
A real-world object (optional text)
Abstract Logo
Conceptual / symbolic (optional text)
Character Logo
Logo with illustration or character
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Deadline
Thursday, February 25, 2010 |
Updates
- Please note we have broadened the "logo text" requirements from the initial brief. You do not have to include any text in your logo and if you use text, you do not have to use the word "Australia". Although we expect a lot of the entrants to use "Australia" we are open to other ideas. You may also choose to submit a tagline only logo. For example, Estonia use "Welcome to Estonia" as the main text of their logo.
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Product Benefits
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