Our new national brand – plagiarism?

The wise people at the Australian National Brand Advisory Council have spent (according to reports) $10 million to change the kangaroo logo to a new design.

 

And here is the old logo

Australia's Nation Brand Advisory Council felt the kangaroo (pictured) only reinforced what foreigners already knew about Australia

But do you notice something about the new brand? It is a rip off of the Order of Australia design. The design for the Order of Australia was by Stuart Devlin AO CMG in 1976

using the livery colours of the Commonwealth of Australia Coat of Arms – gold and royal blue – he translated an individual ball of wattle blossom into a simple convex golden disc with a rich texture of beads and radiating lines …

And depending on the level (AC, AO, AM, OAM), there are variations, but Australia is at the centre – just like the new brand. Maybe this is a new way of ensuring equity in Australia – everyone gets an order of Australia?

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76 Responses to Our new national brand – plagiarism?

  1. Roberto

    The previous kangaroo logo was instantly recognisable as Australian. The new “wattle” one isn’t.

    Surely that has to be a failure of the brief straight away?

  2. entropy

    Imagine being surrounded by the great and good at the debates where our betters get to choose this. The smug would be overwhelming.

    But a point. Why is a generic branding of Australian Made considered a selling point overseas? specific brands of known quality perhaps, but why would I as a foreigner choose a foreign good over a domestic one, partcualry if made obvious?

    Food safety would be about the only reason. But a vague good star/virus pattern with a reference to Austria in the middle doesn’t cut through. We speak good english though.

  3. Infidel Tiger King

    Looks like a globalist symbol.

  4. Infidel Tiger King

    That panel had all the diversity of a Hitler youth rally.

  5. Astrid van den Akker-Luttmer

    I think their brains are infected by COVID-19

  6. mem

    It looks like corona virus or cluster of bacteria.
    Question will it still be legal to use the old logo?

  7. kae

    A golden snowflake.

    Seems appropriate for the times.

    Interesting times.

  8. jupes

    What did they spend the $10 mil on?

  9. shatterzzz

    Keeping up with the times .. it looks more like the BAT FLU memes renderings of Covid19 germ .. this is one of the reasons why Bradbury didn’t cut wages .. APS working bloody hard, day in day out ‘cos WE IS ALL IN THIS TOGETHER!

  10. Infidel Tiger King

    What did they spend the $10 mil on?

    Baby oil and tissues looking at the result.

  11. mem

    As an Ozzie I want my money back?

  12. candy

    The odd yellow colour and splatter pattern can make you feel a bit queasy looking at it. It’s not good visually.

  13. liliana

    How were the panel chosen? I don’t see what the mining quisling, leprechaun or the computer geek have to offer. As for the Australia Post CEO, seriously, she should spend her time sorting our the dysfunctional mess that is Australia Post.

    $10M to end up with something that looks like a cheap Christmas sticker.

    FFS LEAVE IT ALONE. There is nothing wrong with the logo. It is a wonderful symbol of Australia and recognised around the world.

  14. a happy little debunker

    They picked the wrong Creatives.
    But then – What do we expect from Committee’s….Competence?

  15. Mother Lode

    When I first saw the letters “AU” in there, I thought it was an (inappropriately) capitalised ‘Au’ for ‘Gold’.

    They have gone from something easily recognised to something which, even if you knew it stood for Australia (or Austria, or Auckland), it still does not declare Australian Made.

    The old one said it. This new one just a jumble.

    And who was it mostly meant for? Australians wanting to buy Australian. There are only a few products we export for which people would care where it came from without being more interested in the brand. But for those the old logo was clear and unambiguous. Loud, in fact. The new one will be ignored because it is not clear what it is saying.

    How do these panels, committees, and circle-jerks, recruited supposedly from the best in their fields and paid a a rather pretty penny, serially fail. Why are they so dumb?

    It is like they have no instinct for what they have been chosen to do and instead allow themselves to be bamboozled by reports and surveys and statistics and influencers and marketing morons.

    The only hope for the new logo when its tag is affixed to a product then the old one should be affixed to that.

  16. Mother Lode

    Found the problem.

    They are all white.

    Bound to fail.

  17. Annie

    $10m?! What a waste of money! Spending that sort of money on some ridiculous logo? Who were the beneficiaries of that largesse?

  18. nb

    Mother Lode, #3501465 – ‘just a jumble’
    Or a splodge. From 3 or 4 deft strokes of a pen, easily absorbed, readily recognised, to a complicated splodge of something. The AU bit is embarrassing – ‘Hey, we made a logo you can’t recognise, so here are the letters to help you out, except it could be gold, or it could be Austria. Work it out…’

  19. nb

    Oh, and all those smiling faces in the pic. Slightly nauseating.

  20. Des Deskperson

    ‘They are all white.’

    No, the dude on the far left in the self-consciously ‘arty’ get-up is an Aboriginal person, a [proud] Noonnucal Nuugi man.

  21. Scernus

    This task should have been put out to tender.

    I could have put glitter on a wombat turd for $6M.

  22. DaveR

    Two capable CEOs that I can identify in the picture of the Advisory Council should be asked some serious questions about

    1. what were they thinking to “de-Australianise” the logo so that an average person here (and overseas) would not recognise the connection to this country?, and

    2. where did the $ go? (accounts please)

    If this is an indication of the thinking of this group, then it might be time to sell all my Qantas and Fortescue shares.

  23. Tom

    Why is a generic branding of Australian Made considered a selling point overseas? specific brands of known quality perhaps, but why would I as a foreigner choose a foreign good over a domestic one, partcualry if made obvious?

    It’s of limited of no use in foreign consumer markets — except for foodsuffs, like prime Australian beef, lamb and fruit.

    “Australian Made” is essentially a nationalist slogan like Trump’s “Made in America” and “Make America Great Again”.

    The original kangaroo logo works just fine (the new logo looks like a Kung Flu slide under a microscope).

    The question is, after 20 years of relentless self-hatred in the Australian media, are there enough nationalists left to made a difference. There probably are, but as the silent majority they have no voice — except at election time. They certainly aren’t represented in the bunch of globalist spivs who oversaw the design of the new Made in China Australia logo.

  24. rickw

    WTF?

    I’m looking at getting back into manufacturing some stuff and I was thinking of going back to the original red / blue Roo and boomerang.

    Less gay than the current one and way less gay than the new one.

  25. John Michelmore

    Can anyone whom doesn’t agree with the new logo please ring Senator Burmingham’s phone. If we want any logo the one everyone recognises is the kangaroo. Phone 08 8354 1644

  26. Michael Warren

    “Wattle they think of next?”

  27. AC

    Can we get a refund of the $10 million for a dud product?

  28. Megan

    As the SP said this morning, show these two items to an Italian and they will instantly recognise the ‘roo. They are likely to think the AU is Austria. That overwhemingly undiverse bunch of talentless numpties needs to give back the money.

  29. Roger

    The usual suspects, I note.

  30. Mullumhillbilly

    That’s about $100k per dot.

  31. JohnJJJ

    It is form and function in a postmodern expression of oneness.
    It says it all : Sunny, Pleasant, Likable, Artistic, Tolerant.

  32. Derp

    The previous kangaroo logo was instantly recognisable as Australian. The new “wattle” one isn’t.

    Surely that has to be a failure of the brief straight away?

    +1000
    The new design is vague and desperately anodyne, being instantly recognisable as nothing.

  33. iain russell

    BLM. Can the fragile whities Corona.

  34. H B Bear

    Biggest fail since the BHP Billiton blob.

  35. All manufacturers need to do is boycott the new logo and, if possible, keep using the old one. If the latter is not possible, just use Made in Australia/Australian Made and add their own red roo. I doubt that anyone is forced to use the new crap logo.

  36. Roger

    The new design is vague and desperately anodyne, being instantly recognisable as nothing.

    An Australian might recognsie it as a stylised wattle flower…might, I say.

    Meaningless to foreigners. And the “AU”?

  37. Cynic of Ayr

    Wonder why there is a deficit?
    Here’s why!
    Morons getting paid to be morons.

  38. duncanm

    $10M,

    drop in the ocean.

    Austrade’s annual budget is about $250M

    2/3 of that is pissed against the wall as salaries.

    I’m not sure if people have to pay to use the official branding, but if they do, maybe this change will allow people to continue to use the recognisable kangaroo at zero cost. That would be a good thing.

  39. The BigBlueCat

    $10m probably isn’t just for the design, but for changes to all sorts of things like stationery, websites, email signatures – the list can be endless. I wonder if it’s been before Senate Estimates and what they said ….

  40. Professor Fred Lenin

    Damned Chinese covids infecting logos now ? What bunch of nonenities that photo displays , who the hell are they ? Who appoints them ? How much do theyget paid from taxpayers money ? Cant the wanker on the right get a haircut and shave ? bloody middle aged and middle class hippie leftover ,its 2020 ,stupid .

  41. Professor Fred Lenin

    Its mot vomit doesnthave peas and carrot in it .

  42. Spurgeon Monkfish III

    the BHP Billiton blob

    Which is why I still refer to them as “BHP Blobbiton”.

  43. Roger

    I’m not sure if people have to pay to use the official branding, but if they do, maybe this change will allow people to continue to use the recognisable kangaroo at zero cost. That would be a good thing.

    Businesses pay a license fee to use these logos.

    There seems to have been some misreporting: the old green and gold kangaroo logo will continue to be available for the domestic market.

  44. Dr Faustus

    the BHP Billiton blob

    Cost around $800k in 2001.
    The price of shameless wankery has significantly outrun inflation.

  45. Matt

    AU isn’t the abbreviation for Australia. It’s AUS. Austria’s is AUT. AU could stand for either country.

    U would think $10 million would have sorted this out, plus the group of experts…

  46. Tom

    Austrade’s annual budget is about $250M

    FMD. Do you reckon $10m for that stupid Kung-Flu-under-a-microscope logo was subjected to any type of cost-benefit analysis, since it effectively destroys the buy-Australian campaign by changing to an EU-style advertisement for Austria?

    I hope businesses aren’t forced to use it and aren’t banned from using the old one, which is far more recognisable for export markets — and the domestic market for that matter.

  47. Leo G

    The previous kangaroo logo was instantly recognisable as Australian. The new “wattle” one isn’t.

    Obviously there are no keen gardeners on the panel. The new logo appears to be based on the dandelion “parachute” seedball, or puffball. Dandelions are not native Australian plants.
    And how strange to rebrand from kangaroo to lumpuckeroo (a slang name for the dandelion). The botanical name, Taraxacum officinale, is reminiscent of the expression “tax raking official”.
    Why the capitalisation of the abbreviation of “Australia”? Is it an offhand reference to an alternate universe or the astronomical cost of changing the brand?
    Pure gold.

  48. Not sure why you lot are whining, the green and gold kangaroo design was Labor’s idea. Good to see you defending the positive legacy of the ALP though.

  49. calli

    You can tell all the people on that panel are tax absorbers. Not a bean of their own money was spent in search of a new logo.

    Had I been given the job, I would have farmed it out to the kids at CoFA, Paddington. A prize for the winner plus a little something for the runners-up. The students there would have come up with something wonderful and instantly recognisable, for that would have been part of the brief.

    And it wouldn’t have cost a cent.

  50. calli

    m0nty, good design stands alone.

    Unless the ‘roo has an Aldi bag for a pouch. I may have missed that detail.

  51. NoFixedAddress

    JohnJJJ
    #3501611, posted on July 2, 2020 at 1:11 pm

    It is form and function in a postmodern expression of oneness.
    It says it all : Sunny, Pleasant, Likable, Artistic, Tolerant.

    Designed by and for woke folk that hate Australia.
    AU stands for Australian Unions

  52. Roger

    Good to see you defending the positive legacy of the ALP though.

    The Left politicises everything.

  53. calli

    Rick, I like the Drop Bear.

    Aussie as.

  54. Exit Stage Right

    Malcolm strikes again, but shame on Birmingham for so readily “signing off” on this unrequested, unneeded waste of taxpayer money. 10mil, phhht drop in the ocean. Just as well Malcolm lite has got the printing presses humming 24 hours a day to cover his trillion dollar splurge.
    The new logo could be a stylised indigenous finger dot painting. With The Twig heading up this panel, some First People reference would be incorporated in the design some where.

  55. Boambee John

    QANTAS CEO involved?

    Does this mean that the Flying Kangaroo is about to change to the Flying Kung Flu Virus?

    Seriously, did he not look at his own brand name?

  56. Zulu Kilo Two Alpha

    Not sure why you lot are whining, the green and gold kangaroo design was Labor’s idea. Good to see you defending the positive legacy of the ALP though.

    So, the Labor Party has a good idea every forty years or so?

  57. Dinky

    To those who mock the apparent lack of diversity on the board you don’t know if one or more of them doesn’t identify as indigenous. I mean they’re white enough.

  58. Bob

    What a panel of “experts”!!?? There’s some homeless man who hasn’t learned how to shave – I’m sure I’ve seen him jonesing for meth under a Woolloomooloo bridge. There’s a homosexual leprechaun. There’s a woman who runs a failed postal service and makes it worse than it ever was (and it’s bad). There’s someone who calls himself a “Noonuccal Noogi Man” – is that supposed to be a boogeyman to children?
    Never in the history of government misadventure have so few done so little for so many.

  59. Dave in Marybrook

    Calli- Aldi bag for a pouch– gold! Still laughing.
    Looks like that bunch of style-less poseurs want us all to swallow the Gruen Transfer, wherein everyone transfers money and their common sense to a bunch of mugs who tell us that their design works, not in theory or psychological observation, but because they assure us that it does in prose.
    But, I’m more than happy to judge the panel by appearances. Joyce- if you’re standing, do up your jacket, not everyone wants to look down the gap to your junk. And Cannon-Brookes, just because you had your client list handed to you by daddy it doesn’t mean you should continue to dress like an eight-y-o on camp… and wear a lumberjack beard-n-barnet combo to distract from the fact you’ve never had to lift anything heavier than an iPhone7 in your life. If you’re indoors, take your f#cking hat off.

  60. Dave in Marybrook

    I’m writing to the minister-
    is it “brainfart” or “brain-fart?”
    One has to be proper about these things.

  61. mindfree

    And Cannon-Brookes, just because you had your client list handed to you by daddy it doesn’t mean you should continue to dress like an eight-y-o on camp… and wear a lumberjack beard-n-barnet combo to distract from the fact you’ve never had to lift anything heavier than an iPhone7 in your life. If you’re indoors, take your f#cking hat off.

    Getting close there Dave, one day someone is going to take a close look at Mike Cannon-Brookes – Senior

  62. Squirrel

    This is why we need to raise the GST – so that we can waste more and more money re-inventing the wheel.

    I like to think of the new design as an exploding shower……

  63. Dave in Marybrook

    Crown Casino will also be happy with the new look.

  64. Robbo

    Twiggy Forrest, the Australian who thinks China is our friend, and Allan Joyce the Irishman who thinks that anyone who doesn’t like homosexuality should be fired from their job, are two members of this group that came up with the new logo. I don’t know any of the others but if they are out of the same stable then it is not surprising that we have been confronted by this idiocy. $10 million poured down the toilet but of course who on that panel cares about that, it’s not their money.

  65. jupes

    No, the dude on the far left in the self-consciously ‘arty’ get-up is an Aboriginal person, a [proud] Noonnucal Nuugi man.

    Though not proud enough to be fully initiated into the tribe I bet.

  66. liliana

    An Australian might recognsie it as a stylised wattle flower…might, I say

    Would never in a million years recognise it as a wattle flower. Looks like a something you would buy by the roll for putting on Christmas presents etc.

    Acacia’s are hardly unique to Australia so I consider it an all round FAIL. There is nothing wrong with the current logo. Just leave it alone.

  67. Rockdoctor

    H B Bear
    #3501660, posted on July 2, 2020 at 1:47 pm
    Biggest fail since the BHP Billiton blob.

    LOL we used to refer to it as the peanuts, much to the annoyance of them.

    As for the Logo, the Minister just signed off on it, done like that. Am curious, what research was done on how distinguishably Australian it was? Did the minister even ask if such research had taken place? If it was undertaken by marketing types was it credible or just designed to give the answer desired? Could go on as there is so much more to unpack but I already know the answers. Birmingham is no different to Fletcher, Payne, Reynolds, Tehan and Roberts in being an absolute lightweight.

    To me agree it looks like a virus, not a piece of wattle that no-one in Australia would twig on to at the moment with COVID 19 unless prompted. Rest of the world will think probably some sort of Austrian ad, with the AU.

  68. Perfidious Albino

    Some of those people aren’t even Australian… all part of the ‘club ‘ though, no doubt…

  69. Charles Rasp

    Who let the cleaner on the far right get in the picture?

  70. JohnJJJ

    Looks like Deloitte are onboard with the circle dot thingy.

  71. Spurgeon Monkfish III

    There was some staggering idiocy and appalling ignorance on display during last night’s Herr Schmidt Show “discussion” of this monstrous debacle.

    Herr Schmidt had the wally on who was the chair of the buy australian “logo” body and from the commencement of proceedings I become increasingly annoyed and appalled at the ignorance of and inability to address some very relevant “issues”.

    The Buy Australian “logo” is actually known as a “brand mark”. Probably the best known one is the Australian Woolmark. It’s known as a brand mark as there are indeed regulatory requirements that must (allegedly) be met before it can be affixed to a particular product. These are not “logos” in the true sense of the word.

    The Buy Australian wally was unable to articulate in any coherent manner as to why the new vomit stain was necessary, the manner in which it would be used and why such an extortionate amount of taxpayers’ money was pissed up against a wall to vomit it into existence.

    About the only cogent point he made was that Waffles Turnbuckle was responsible for the entire f*cking debacle.

    Oh and by the way, Herr Schmidt, there is one very obvious example of a corporation that has two logos – the world’s most recognisable and best known sporting brand, adidas.

    You preposterous numbskull.

  72. Spurgeon Monkfish III

    Apologies – that would be the “Australian Made” brand mark body.

  73. Mullumhillbilly

    More than half the people in the world, including our two biggest trading partners China and Japan, and not forgetting India, don’t use the Roman alphabet. AU will be meaningless to them.

  74. Jimf

    If Morrison has overseen/ let slip by $10m of our money on this elite circle jerk it’s just more proof he’s a hollow man. (Hint . He is). Embracing Talcolm Mournbull around the shoulder and declaring his undying love back in 2018 will never be forgotten. He’s Joe Exotic without the principles.

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