About Australia Unlimited

In 2009, the Australian Government hosted a series of discussions about the importance of Australia’s international image for exporters, and the ways in which industry might benefit from and contribute to updating Brand Australia.

The purpose was to develop a knowledge base, assets and strategies that could be used to help enrich Australia’s reputation over time.

The brand identity Australia Unlimited was developed following industry consultation, a public tender and extensive international and domestic research. This process confirmed there was a need and desire for a contemporary and consistent way to present Australia internationally, especially in a business-focused context.

Australia Unlimited was conceived to position Australia as a world-class business partner and showcase our commercial, intellectual and creative credentials; to support both Australian firms seeking international buyers, investors and students, and successful economic, cultural and political engagement more broadly.

It was to be used flexibly, in conjunction with other brandmarks, across government and industry.


Research shows that Australia is one of the world’s most admired nations. We are famous for our beautiful and productive natural assets, and Australians are considered warm, trustworthy and capable.

But Australia’s reputation for innovation, creativity, technology and science is not as strong as it deserves to be.

Using digital content platforms, Australia Unlimited promoted the nation’s commercial, intellectual and creative credentials. And it asked Australia’s exporters, internationally focused business leaders, one-million-strong expat community and growing alumni around the world to do the same.  The idea was to present meaningful, contemporary Australian stories in an engaging way. The focus was on Australia’s greatest, unique asset. Not our beaches, but our people at home and abroad.

More than 450 stories have been published showcasing the work of our world-class scientists, designers, entrepreneurs, artists, humanitarians and internationally focused businesses that are shaping Australia’s engagement with the world. By sharing their stories through Australia Unlimited content platforms, we have sought to create a new Australian narrative based on collaboration, capability, confidence and creativity.

In November 2017, following recommendations from the 2017 Foreign Policy White Paper the Australian Government announced that it would reinvigorate Australia’s national brand in a bid to bring together Australia's export strengths – such as tourism, agricultural products and education – under the one banner. 

The Australian Trade and Investment Commission (Austrade) is taking the lead on the redevelopment of the brand to better position Australia and enhance our global competitiveness.

For further information contact BrandAustralia@austrade.gov.au


Popular Tags