The idea of the iconic Australian made logo, with its golden kangaroo on a green triangle, being ditched as the image to sell Australia to the world, has Aussies outraged today.
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But The Australian Made Campaign recently took to Twitter to quash any misunderstanding that the logo had been replaced.
"The famous Australian Made logo is not being replaced. It will remain as Australia's global product symbol, following reports of a new Nation Brand for Australia," the Twitter statement read.
The confusion arose from reports that Trade Minister Simon Birmingham had signed off a new logo to represent Australia overseas, which featured a wattle flower that many on social media were comparing to a COVID-19 organism blob.
This new highly stylized gold wattle flower with the letter AU over it, would replace the Australia Unlimited logo, which features two boomerangs forming the shape of Australia.
The new logo will primarily be used to represent the country during trade missions and business exchange programs such as Austrade's Landing Pad program.
The wattle flower was the brain child of the Australia's Nation Brand Advisory Council, which is an industry-led body chaired by West Australian mining billionaire Andrew "Twiggy" Forrest, and whose members also include Atlassian co-founder Mike Cannon-Brookes, Qantas chief executive Alan Joyce and Vogue Australia editor-in-chief Edwina McCann.
In a report by the Nation Brand Advisory Council it was explained that the kangaroo only reinforced what foreigners already knew about Australia. The council found that Australia should be pushing other, lesser-known assets such as technology and education.
"Australia is internationally popular for its friendly people and natural beauty. However, there is room to improve perceptions around our business capability. There is an opportunity to increase foreign investment if we can strengthen awareness of our products and services overseas," the report said.
According to Australian Made Campaign Chairman, Glenn Cooper AM, the Australian Made logo will continue its pivotal role in Australia's domestic and overseas branding strategy.
"The iconic green-and-gold kangaroo logo has been clearly identifying Australian goods in export markets for more than 34 years with great success," he said.
"It is by far Australia's most recognised and trusted country-of-origin symbol and is central to the export strategies of Aussie exporters taking their goods abroad. There is no need to make a change in this space."
