'Out-of-step' kangaroo gets a makeover in new Tourism Australia logo

'Out-of-step' kangaroo gets a makeover in new Tourism Australia logo

Tourism Australia has given its eight-year-old logo a facelift by injecting a multitude of colours into its iconic kangaroo as the old logo begins to look “out-of-step” with the organisation’s marketing.

Andrew McEvoy, managing director of Tourism Australia, said it was time to update the logo to ensure it stays “relevant and to reflect the organisation’s changing culture and identity”.

 "Tourism brands the world over, from Australia to Argentina, are continually updating their visual identity,” he said.

“Even New York’s iconic ‘I [heart] NY’ logo was revamped for the city’s recent summer tourism campaign.”

The new logo was designed by Interbrand, part of Tourism Australia’s global creative agency DDB, and will be progressively rolled out from December 17.


In January campaign artwork will start to carry the new logo with the logo set to be in all campaign material globally by the end of April next year.

“While it has powerful visual elements that are still relevant, the current logo itself is beginning to look out-of-step with the next phase of our There’s Nothing Like Australia campaign,” McEvoy said.

“The strong use of blues, greens and yellows, and a significant more contemporary positioning, is in keeping with Tourism Australia’s positioning of a modern and confident Australia open to the world.”

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