South Australia, a federal state in the southern central part of the country, launched its new logo in Adelaide and the Premier Jay Weatherill explained that the new design is a “bold statement about our place in Australia and our place in the world”. The logo features a red stylized map with a door in the center and it should promote the state to businesses, tourists and its citizens.
This new brand was created with input from more than 3500 people. The total cost of the project was of about $1.3 million. Darren Thomas, project leader, mentioned that some major companies and organisations already expressed their support for the new logo. He considers that the state’s new visual image would leave a lasting impression.
“We looked at how we see ourselves as well as how we want to be perceived beyond our borders,” Thomas explained.
The official brand book mentions:
“Our new brandmark clearly demonstrates we are the central doorway to the whole of the country. South Australia is the south of Australia. The pivotal state. The hub. The only one that touches every other mainland state. If you were overseas and knew nothing about this country, suddenly our State seems like the natural entry point and the best place to go fi rst. Our doorway welcomes opportunity. Everyone plays a part in greeting opportunities at every level. Including the people that simply live here and enjoy a world-class lifestyle.
Designers are amazing. They can take all of that information and turn it into something as simple as a doorway. The doorway that is South Australia. (Can you ever see it in the same way again?) With multiple doors all opening up our State. Welcoming tourists, migrants, investors, traders and businesses. Inviting discovery. Accessing our secrets. Off ering a refuge, communication, friendship and hospitality. (That’s very South Australian.)
A doorway is a traditional symbol of hope and opportunity.”
However, once launched, the logo immediately lead to criticism on various channels, including social media. Wil Anderson, a comedian and host of advertising and branding TV program The Gruen Transfer, described the logo as “an origami Pope hat”.
“Here’s the good news – logos don’t matter,” Anderson added. “It’s overpriced and overcharged and no one ever has gone to a state based on their logo.
“No one cares about a logo, it’s ridiculous. But this one is particularly crap.”
Others compared the logo to clip art, a housing trust logo, or even the branding for a construction company.
It looks like there is virtually impossible to create a logo that will be appreciated by all the people. However, the criticism around South Australia’s new logo is not to be ignored. The logo is indeed simple and descriptive and there was a time when it was believed that less is more. Could it be that this logo is not really appreciated as it doesn’t have round, curved shapes but firm corners? What’s your input on this new logo?