South Australia is a federal state in Australia, making up the central southern part of the continent. Yesterday, March 6, a new brand that should promote the state to businesses, tourists and its citizens. The brand was designed by Cato Partners.
It introduces a new icon, clearly inspired by the shape of the state's borders and its location to create a doorway into a house shaped like Australia. Conceptually, this is tied up as the state being the portal to all of Australia (see quotes further down). It is also a versatile motif that can be used a myriad of ways. In the applications used so far, the symbol has been turned into a window to frame different images, while other use just the doorway to create a graphical element for advertisements.
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The brand was unveiled with this projection in Adelaide:
Reflections on the new logo from the official brand book:
"Our new brandmark clearly demonstrates we are the central doorway to the whole of the country. South Australia is the south of Australia. The pivotal state. The hub. The only one that touches every other mainland state. If you were overseas and knew nothing about this country, suddenly our State seems like the natural entry point and the best place to go fi rst. Our doorway welcomes opportunity. Everyone plays a part in greeting opportunities at every level. Including the people that simply live here and enjoy a world-class lifestyle.
Designers are amazing. They can take all of that information and turn it into something as simple as a doorway. The doorway that is South Australia. (Can you ever see it in the same way again?) With multiple doors all opening up our State. Welcoming tourists, migrants, investors, traders and businesses. Inviting discovery. Accessing our secrets. Off ering a refuge, communication, friendship and hospitality. (That’s very South Australian.)
A doorway is a traditional symbol of hope and opportunity. In ancient times, when you crossed a temple’s threshold, you abandoned old ideas, concepts and plans for something new and better. Or it simply says welcome. You’d have to say it’s also creative, innovative and hints at our industriousness. And what could be more South Australian than that? So, maybe that simple little brandmark is not so simple after all. Especially when you see how it works.
This is so much more than a logo. What we have devised is a completely new master brand for South Australia. Essentially it’s a complete design system which includes a brandmark, a colour palette, typeface, a graphic design system to unite our identity. It’s an idea that can be expressed in any number of ways. The border device, for example, instantly brands any image it frames. More than that, it welcomes you into the picture. So, if you want your brand to wear its South Australian credentials loudly and proudly, you couldn’t do better than to use this subtle device."
Official brand site (archive)