Kangaroo Makeover

Tourism Australia is a Government-owned agency that is responsible for “attracting international visitors to Australia and encouraging Australians to travel domestically, both for leisure and business events.” In 2003, the agency received a big boost — as in $AU350 million over four years — to promote the country’s brand and in 2004 they introduced a logo designed by Futurebrand — see PDF case study — that introduced the image of the hopping kangaroo with the sun behind it. After eight years, this image appears to still hold value and has been redesigned by Interbrand Australia.We knew that there were elements that were working in the old logo, the representation of a kangaroo, the sense of movement, energy and vitality, but its slightly childlike