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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