Subscribe      List an Event or Business      Invite a Writer      Write for WN      Writers      Other Locations
list an event      1 million Australian readers every month      facebook

Branding South Australia - What Do You Think?

Home > Adelaide > Misc
by Jenny Pickett (subscribe)
I enjoy making the most of life's experiences, exploring what Adelaide has to offer and sharing my experiences and discoveries with others via WeekendNotes!
Published March 8th 2013
IN WITH THE NEW: SA Premier Jay Weatherill unveils the new brand for SA at the Adelaide Airport - photo courtesy of Matthew Doran, ABC News

What do you think of SA's new brand logo, described by SA Premier Jay Weatherill as "a symbol that can be used by every South Australian company and institution, at home and abroad"?

OUT WITH THE OLD: Kellie Campbell-Illingworth, a partner at Parallax, the graphic design company who jointly created the old SA brand logo with KWP!, in front of the logo at Adelaide Airport. Picture: Bianca De Marchi - courtesy of

Premier of SA Jay Weatherill asked the Economic Development Board to deliver Branding South Australia, who engaged Melbourne-based brand designer, Ken Cato, with a budget of around $1.3 million.

Want to know more? Go to where it describes Branding South Australia as "all about developing a strong brand for our state which captures the essence of what we are about"
I'm interested in hearing what readers and writers of WeekendNotes have to say.

In its e-book, Economic Development Board's Chair, Raymond Spencer and Chief Executive Officer, Darren Thomas describes Branding South Australia as "truly one of the most defining moments in South Australia's history".

SA Premier, Jay Weatherill states "more than 3500 South Australians have contributed their ideas to this project through a survey, social media and forums held across the State". Were any of you among those consulted or surveyed?

Am I one of only a minority rather than the majority who was unaware of this branding campaign which has now been launched and already incorporated into SA's various business logos (such as Coopers and Codan)?

Sure, the origami style Australia (minus Tasmania) with the multiple doorways on SA is a great concept but how much public consultation has taken place to justify doing away with the old and saying hello to the new? Am I not alone in thinking that the majority of "public consultation" took place with SA's key stakeholders such as SA business and organisations?

Branding South Australia describes the new brand design as being "multiple doors all opening up our State. Welcoming tourists, migrants, investors, traders and businesses. Inviting discovery. Accessing our secrets. Offering a refuge, communication, friendship and hospitality" and goes on to state "whilst we're not asking you to change your brand identity, we are looking to have every South Australian business use the new South Australia brand mark."

Since its launch on Wednesday (6 March 2013), there's been a huge response in the social media, including the creation of a Facebook page titled Rebrand SA Again (where the public can have their say, whether it be for or against).

WHAT ABOUT ME? An oldie but a goodie - courtesy of baytram366's photostream on flickr

Please take time to have a look at SA's newly launched brand and have your say.
Help us improve  Click here if you liked this article  50
Share: email  facebook  twitter
Why? Have your say
When: From here on end?
Phone: Anyone interested in using the brand is asked to contact or call 61 (8) 8303 2496
Where: South Australia!
Cost: Apparently it's free!
Your Comment
No. Just no.
by mikmel (score: 1|42) 2396 days ago
Ridiculous attempt to pretend that we are not in a State of Mediocrity.
by jonas (score: 0|4) 2392 days ago
Hadn't heard about it until it appeared. Best critique I heard was "will the last person to leave please turn out the lights"
by diane (score: 1|97) 1982 days ago
Great question, I wasn't aware of the re-branding either. I don't mind the new logo (does it look a bit real estate-y though?) but loved the old star logo. Change is good though, or so I hear.
by Hayley (score: 3|1016) 2410 days ago
I think the new logo is boring, there is no vitality or excitement in it compared to the old one. The new one reminds me of a real estate logo. I'd hate to think how bad the 3,499 other submissions were if this is the best of them. And why was it necessary to rebrand SA anyway?
Vicki H
by biski (score: 0|3) 2408 days ago
Good logo for real estate. Terrible as a tool to brand our State... dull, uninspiring and obscure ( hence the need for the lengthy interpretation proffered by Branding South Australia ) and lacking the spirit and cheerfulness of the previous logo. Is this really how we want the rest of the nation to perceive SA?
by pkatn (score: 0|3) 2405 days ago
And how many millions of our tax paying dollars did this ridiculous "logo" waste
by mikmel (score: 1|42) 2396 days ago
One of the worst logos I've seen to date. The WT logo has been the best to date. The new one is oppressively lumpy: says nothing other than perhaps: SA buried under red tape....who is responsible for this?
by blove (score: 0|9) 2394 days ago
you are not alone!! But then I guess we are used to a lack of consultation by government these days, regardless of the rhetoric of consultation . . . Will read your recommendations - thanks for the article.
by sandy (score: 2|144) 2409 days ago
Articles from other cities
Foodi Photoh Classie
Top Events
Popular Articles