Australia has introduced its first Nation Brand sonic logo, adding a new audio branding asset to the Brand Australia marketing toolkit as the government looks to help businesses and exporters better promote Australian products and services across digital and audio-first channels.
According to Austrade, the new sonic logo forms part of the Brand Australia toolkit, which now includes more than 900 free marketing resources aimed at helping Australian organisations present a consistent national identity across international markets.
The sonic logo has been developed to support today’s digital and audio-focused communication channels, providing what Austrade describes as the audio equivalent of a visual logo.
It is intended to create a recognisable Australian sign-off across campaigns, content, events and other experiences while complementing the existing visual assets available through the Nation Brand toolkit.
Sarah Holder, Head of Communications, Marketing and Engagement, said the launch marked a significant milestone in the evolution of Australia’s national brand.
“Australia has a new voice with the unveiling of a new sonic logo, marking a new chapter in how we share Australia’s story with the world,” Holder said.
“Australia is renowned for the richness of its natural soundscape and cultural heritage, which is why our sonic logo is much more than audio, it is a natural extension of our national identity.”
Austrade said the sonic logo was developed by award-winning sonic branding agency Smith & Western and combines elements drawn from First Nations culture, Australia’s natural acoustic landscape and vocals performed by Wiradjuri woman and contemporary Aboriginal vocalist Olivia Coe Fox.
The broader Brand Australia identity was created in partnership with First Nations design agency Balarinji and is inspired by the themes of Country, connection and progress.
Alongside the new audio assets, the Nation Brand toolkit includes logos, photography, templates, animations and award-winning soundscapes that organisations can use to promote Australian goods, services and capabilities in overseas markets.
Austrade said the addition of the sonic logo gives businesses another way to communicate Australia’s identity in audio and multimedia formats while maintaining consistency across international marketing activities.
Businesses and exporters can access the sonic logo, supporting resources and implementation guidance through Australia’s Nation Brand Toolkit.
The Nation Brand initiative was established following a recommendation in the Australian Government’s 2017 Foreign Policy White Paper, which called for a stronger national brand to reinforce Australia’s reputation as an internationally competitive investment destination, an attractive tourism and education provider, and a trusted exporter of premium goods and services.
Brand Australia was officially launched in 2022 to help promote Australian goods and services internationally and strengthen the nation’s reputation overseas.
According to Austrade, the toolkit now contains more than 900 free marketing resources and is used by more than 2,600 registered individuals representing over 1,200 eligible organisations.
Austrade said development of the Nation Brand was led by Australia’s Nation Brand Advisory Council through consultation with federal, state and territory governments, together with more than 480 senior industry representatives.