Following the announcement last week that the ongoing location of the Australian Space Agency will be in Adelaide, its new brand identity has also been unveiled.
The new branding is the first work by Ogilvy for Australian Space Agency since its appointment several months ago, following a competitive pitch.
Ogilvy developed the new logo and all associated livery after being briefed to develop a bold brand identity that stands out as distinctively Australian.
In addition to developing the new brand identity, Ogilvy developed for launch an animated launch video (see below), plus social and creative elements in support of online and offline activity.
David Fox, CEO at Ogilvy Australia, said: “The Australian Space Agency not only needed an identity to reinforce its remit to look to space to provide real improvements on earth, but one that captures our powerful cultural heritage.
“We’re incredibly proud of the resulting brand, which alludes to the light created by human light and industry, while referencing several significant Indigenous constellations that can be seen from our skies, representing important Dreaming stories.
“It’s a bold and flexible logo that can be utilised in a myriad of ways as the new agency continues to grow and develop. We believe the branding strategy formalises Australia’s spot on the space map by positioning its unique perspective for the new space age.”
The Australian Space Agency was established by the federal government in July with a goal to stand out among the international space community.
Its key responsibilities and expectations include being the single point of contact to lift national and international engagement in the global space industry, growing the nation’s space industry capability and forging a new civilian and commercial space identity.
The agency has also been tasked with communicating to the Australian people the importance of space in everyday life while coordinating domestic space activities.
“Given that space isn’t always top of mind for Australians, it was vital that any branding really established the new organisation as a globally-respected, trusted and responsible Australian Space Agency,” Fox said.
“It also had to match Australia’s creativity and ingenuity through its space exploration involvement. And as a successful Australian agency with our own strong identity, we were proud to use our creative approach to achieve these goals.”
Fox said the new branding aimed to communicate to the international space sector, local industry and the wider Australian community by using the new logo across a range of channels.
Creative agency: Ogilvy Australia
Managing director: Sally Kissane
Creative director: Brenton Bleechmore
Senior copywriter: Gillian Browne
Creative designer: Chad Edwards