About the State Brand

The first thing to know about making a great brand is that it has to ring true. It has to feel like it naturally belongs and fits with what it symbolises. But, then, it also has to stand out.

Think of the maple leaf and striking red of Canada, or the silver fern and omnipresent black of New Zealand. Once seen, never forgotten. That’s what we wanted with South Australia’s Brand. A Brand that can be instantly recognised, expresses our character and leaves a lasting impression (favourable, of course).

A doorway is a traditional symbol of hope and opportunity. In ancient times, when you crossed a temple’s threshold, you abandoned old ideas, concepts and plans for something new and better. Or it simply says welcome.

You’d have to say it’s also creative, innovative and hints at our industriousness. And what could be more South Australian than that? So, maybe that simple little brandmark is not so simple after all.

A Brand that can be instantly recognised, expresses our character and leaves a lasting impression …

Our values

Every brand has a unique set of attributes – or DNA – that define its character.

Time and again, our research kept coming back to three words. Creativity. Innovation. Industriousness.

The three core values that define the essence of South Australia. Not because we say so, but because they ring true with the people and businesses we want to attract to the state.

Brand elements

Brand South Australia is so much more than a logo. We have created a complete design system to unite our identity.

  • Brandmark
  • Colour palette
  • Typeface
  • Graphic design system

Do you want your brand to wear its South Australian credentials loudly and proudly? Brand South Australia welcomes you to register to use the state Brand, for free.