The South Australian Economic Development Board has revealed a new brand for the state of South Australia which will be used to market the state to the world.

The new red branding depicts a series of doors which show the location of South Australia.

Premier Jay Weatherill said the brand was a symbol that could be used by every South Australian company and institution at home and overseas to promote trade and investment in South Australia.

“The brand will be the trigger for a unique and compelling story that every South Australian product or service could use to set itself apart on the world stage.

“It is designed to bring to mind a place that is creative, industrious and innovative – the qualities South Australians themselves have said define our State.

“Our ambition is to grow the brand into a competitive advantage that will make our economy stronger.”

Development of a new brand for South Australia began last year, led by the Economic Development Board (EDB) and a project team of industry and marketing specialists.

The project has a cost of $1.34m from within existing state government budgets. More than 3500 South Australians were involved in a research and consultation phase.

Project leader Darren Thomas from the EDB said this consultation informed the brand’s development.

“We looked at how we see ourselves as well as how we want to be perceived beyond our borders and, at the heart of this, we value our creativity, innovation and industriousness.

“Through collectively showing the world what comes out of South Australia – our products, events, activities and people – we can start to positively influence what people think about our State.

“The visual image designed by internationally-renowned branding expert Ken Cato is a symbol to reflect these values and leave a lasting impression.”

South Australian companies and organizations including Coopers, Codan, Defence SA and the Adelaide City Council have already indicated their support.

The brand was launched with a light and sound show in Elder Park last night attended by business and community leaders from across the state.

The light projection was developed by Adelaide companies KWP, KOJO and Novatech