South Australia’s brand logo
Freelance project, 2015.
- Business context: brand design.
- Client: Government of South Australia.
- My role: manage and execute the whole project.
- Goal: a strong brand which captures the essence of what ‘South Australia’ is about.
- Target audience: the whole community of this federal state, one of the eight territories of the country.
- Competitive review: the current logo created by Cato Partners. In addition, the unique set of official symbols.
- Approach: a new symbol especially focused on the Australian Indigenous art to promote the state to businesses, tourists and its citizens.
Above all, what I was looking for is to create a new identity without losing sight of its roots as a culture. In the beginning there was a connection between the land and the people.
In addition, the contemporary Australian Indigenous art keeps the essence of their ancestors, connecting past and present.
Therefore, in order to reflect something that is easily identifiable as ‘South Australia’, the new brand displays the official State Colours along with 7 dots according to the corresponding rural regions, an integral part of the state’s community and economy.
As a result, all those elements have been integrated as a single group, creating a new logo. The preferred colour for the brand is in vibrant colours. When placing it on black or colour backgrounds, it may be used in all black or reversed out to white.
In conclusion, below the old version displays complex forms, too many colours and a very technical font. The new version has been designed in a more friendly, modern style. Legible at very small size, it is also easily recognizable and keeps a real identity.
Want more? Find the whole design process below: