Brand Australia

Brand Australia was conceived by the Federal Government of Australia as a four-year program to position Australia internationally as not just a pleasant place to holiday, barbeque shrimp and wrestle crocodiles, but also a nice enough place to perhaps invest a few dollars.

The two boom-arrow-rangs form a stylised depiction of a map of Australia. The boom-arrow-rangs speak of growth, expansion and movement, pretty admirable qualities in the business world. The two arrows are also intended to signify Australia’s eastern and western seaboard ports — an integral part of its important industry.