Australia Unlimited was developed by M&C Saatchi following industry consultation, a public tender and extensive international and domestic research. One of the key findings from this process was the desire for a contemporary and consistent way of presenting Australia internationally in the same way that other nations such as Canada have done for many years.

Australia Unlimited is a brand identity – a shortcut expression that visually and thematically reflects the way contemporary Australia sees itself, and the way we want to be seen by others. It is designed to reflect the positivity of the nation and its people – a creative, confident, ambitious and globally engaged country.

The thinking

Australia’s development has been forged through its enterprising spirit; the resilience, creativity and unquenchable desire of Australians to succeed, no matter what the challenge may be. It is this natural optimism and sense of untold potential which lies at the heart of the concept - Australia Unlimited.  It tells us - Australia is the place for people to think big, embrace new opportunities and achieve their ambitions.

The brandmark

The logo is a representation of Australia symbolising our growth and expansion. It embraces the best of who we are and speaks to the future-focused nature of our endeavours and our outward looking approach to global affairs. Many people look at it and see an outline of Australia. Some see arrows. Others will see a variety of symbols. It is the inherent simplicity of the logo that allows people to create their own perspective on Australia.

Sample applications

The examples below show a mixture of actual and illustrative ways the brand can be used. See Brand in Action for more real-life examples.