Brand Australia visited

6th February, 2010 by Astrid Fackelmann

Should the headline not read "revisited?". Well, I think it is one way to say, that not many designers really looked at it closely, apart from the Government commissioned agency and the 363 entries of the 2009 B&T campaign.

It occurred to me recently that that I feel quite puzzled about the displayed inertia of Australian designers towards the creation of a brand that represents Australia to the rest of the world.

I am always keen to find new ways of including clients in the process of creating their identities without compromising on the quality of design and brand effectiveness.

My question is- do we need to be paid to take an interest in this matter and later complain that some foreign agency took on the job and made a mess of it? Maybe I am too idealistic but it is not patriotism that moves me.

Quite frankly, I am sick of 'BBQ, Thongs, Waltzing Matildas, Cricket, Stubbies in the sun and white virgin beaches'.

What does it really mean to be Australian? Before we put up with another 'Ken Done-esque' rainbow colour logo and campaign, can we somehow step back and run this show instead of shrugging our shoulders and carry on with 'paid' client work?

Of course, there are more pressing issues in the world, etc. but it doesn't go away, just like the annoying pimple on one's face- it's just there...

There have been heaps of comments about the govt rebranding efforts. Aren't we supposed to be the experts on this matter?

My suggestion is to get together and include the public of Australia in the creation of our 'public identity' and then shape a professionally sound proposal, based on the collective input. By collecting values, inspirations, culture, etc we inform the design together with the public. We are not asking lay people to design. And we know that a brand is not just a logo.

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In my opinion there are two distinct aspects to this issue. The first relates to an Australian Design Identity. The second involves wider intentions to create and portray a specific (perhaps manufactured) Brand Australia - the National and Cultural Identity.

Designers can - and do - contribute to the collective identity of Australia, whether consciously or not, just by doing design work. The very nature of our profession means we interact with, depict and portray the messages that define the nation, through projects that span economic, cultural and social endeavours. With regard the collective 'Design identity' of Australia, this has yet to be determined in the same way that, say, Holland or Japan have successfully achieved theirs. However, with the increasing strength and profile that Australian design is beginning to secure, an overall sense of Australian Design Identity will begin to emerge - if it hasn't already. But this identity may not be as immediate or straightforward as as Holland or Japan. The Australian Design Identity may appear more mixed, and multi-facetted. This is not a bad thing.

The second issue relates to Brand Australia itself, which is a bigger, more important issue. I agree, there are too many cliched images and messages currently in use to portray this country. However, whether we like it or not, the best way to develop Brand Australia is through a focused, targeted communications campaign, which does seem to be occurring regularly anyway, but with mixed results. Regardless of what an Ad agency, a marketing team, a group of designers or a Government Agency develops, it will not please everyone. But the important thing is to get Government involved. It is vital to get political endorsement regarding a National Identity. And members of the design profession can help to define this. Designers understand of the machinations of branding and communication and this positions us well. So yes, designers need to be at the table when talking to the Ad agencies, the marketing teams and the Government. But designers cannot do this alone. All parties need to be at the table.

It's clear that the Australian National and Cultural Identity is in flux. Between serious allegations of racism, right through to Nicole Kidman fronting the Soccer World Cup bid, immigration debates, student visa concerns, relations with China and all the issues regarding Aboriginal communities, among other things, the National identity is shifting, and has yet to find its feet. However, a brilliant initiative called The Australia Project (www.australiaproject.com) - run by three talented young designers in Adelaide - is making a very serious attempt to collect the views of Australian people in order to find patterns that may point to the newly emerging Australian Identity. Independent projects like this are important and should be supported. But, rather than suggesting numerous other initiatives should be developed - independent of one another - just think what a collective and focused attempt might achieve. Having a united voice, that includes the real views from people on the ground is the foundation for portraying Brand Australia, rather than manufacturing something that sounds good but may not be true. I guess the simplest way to convey all this is to 'keep it real'.
Posted by Kevin Finn on 10th February 2010

Hi Kevin, Thanks for your thoughtful comments, I agree, a concentrated effort is important for this matter. I will get in contact with the guys from www.australiaproject.com and ask AGDA members to do so, too.
Posted by Astrid Fackelmann on 10th February 2010

No problem Astrid. I hope my views have helped in some way, but it's definitely worth promoting The Australia Project to the wider AGDA community. Many will already be aware of it, but it can't hurt to promote it further.

Other than that, congrats on your post. It's a big issue and one that will become increasingly so in the coming months and years.
Posted by Kevin Finn on 16th February 2010