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AUSTRADE

AUSTRALIA'S NATION BRAND

Balarinji was engaged by Austrade to design a Nation Brand Mark and graphics to raise the profile of Australian goods and services internationally and attract investment and visitors. 

 

The Nation Brand Mark features Australia’s most recognisable symbol, the kangaroo, in a style that reflects a contemporary and authentic Indigenous Australian identity. This kangaroo tells the story of Country, of belonging and of living sustainably.

 

The cultural magnitude of the new Nation Brand is immense as it marks a significant change in how we identify ourselves as a nation as one that embraces its rich 60,000+ year-old Aboriginal heritage. 

The Kangaroo Mark is inspired by the concept of ‘yamulhu awara ambirriju’ from the Yanyuwa language of Balarinji’s origin community, Borroloola in the Northern Territory. It means ‘good country up ahead, good feeling for the future’. It's about Australia's deep Aboriginal heritage and the nation's irrepressible optimism. 

 

These words in Yanyuwa and in English were provided by fluent Yanyuwa speaker and traditional custodian Samuel Evans and fluent Yanyuwa speaker and Monash University Linguistics Professor, John Bradley.

 

The kangaroo is bounding forward, reflecting Australia’s optimism. It is formed by a contemporary expression of three boomerangs. The head is the hooked ‘7’ boomerang used in ceremonies as a percussive, rhythmic instrument for song and dance. The body and tail are boomerangs used for hunting or foraging for food, or to connect with softwood to spark fire. 

 

According to Balarinji Co-Founder, Chair and Cultural Director, John Kundereri Moriarty AM, “The kangaroo’s story began in the Dreaming when Spirit Kangaroos crossed the land, naming the rivers, valleys and hills. The kangaroo is central to the identity of cultural groups in every corner of this continent. Songlines follow the ancestral journeys of the kangaroo, they teach each new generation the stories of Country.”

 

In addition to the Kangaroo Mark, Balarinji also created unique graphics to represent Country, people, meeting places and cultures coming together which were inspired by the winding rivers and bush tracks across Australia

 

  • The glow is based on the wattle, an important part of the seasonal calendar for many Aboriginal cultural groups. 

 

  • The track represents songlines across our nation which are central to our Aboriginal spirituality and handed down through song for millennia. 

 

  • The river represents the flow of water and the interconnectedness of all things.

 

The development of the Nation Brand was overseen by Australia’s Nation Brand Advisory Council, including business leaders such as Fortescue Metals and Future Industries Chair Andrew Forrest AO, Atlassian co-CEO Mike Cannon-Brookes, Qantas CEO Alan Joyce, and Vogue, GQ and Publisher Prestige Editor-in-Chief Edwina McCann. 

The Nation Brand Mark features Australia’s most recognisable symbol, the kangaroo, in a style that reflects a contemporary and authentic Indigenous Australian identity. This kangaroo tells the story of Country, of belonging and of living sustainably.

 

The cultural magnitude of the new Nation Brand is immense as it marks a significant change in how we identify ourselves as a nation as one that embraces its rich 60,000+ year-old Aboriginal heritage.