Australian Space Agency launches new bold brand identity developed by Ogilvy Australia
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Following the announcement last week that the ongoing location of the Australian Space Agency will be in Adelaide, its new brand identity has also been unveiled – developed by Ogilvy Australia. It is the first work launched by Ogilvy since its appointment several months ago, following a competitive pitch.
Ogilvy developed the new logo and all associated livery after being briefed to develop a bold brand identity that stands out as distinctively Australian.
Says David Fox, CEO, Ogilvy Australia: “The Australian Space Agency not only needed an identity to reinforce its remit to look to space to provide real improvements on earth, but one that captures our powerful cultural heritage.
“We’re incredibly proud of the resulting brand, which alludes to the light created by human light and industry, while referencing several significant Indigenous constellations that can be seen from our skies, representing important Dreaming stories. It’s a bold and flexible logo that can be utilised in a myriad of ways as the new Agency continues to grow and develop. We believe the branding strategy formalises Australia’s spot on the space map by positioning its unique perspective for the new space age.”
The Australian Space Agency was established by the Australian Government on 1 July 2018 with a goal to stand out among the international space community. Its key responsibilities and expectations include being the single point of contact to lift national and international engagement in the global space industry, growing the nation’s space industry capability and forging a new civilian and commercial space identity. The Agency has also been tasked with communicating to the Australian people the importance of space in everyday life while coordinating domestic space activities.
Says Fox: “Given that space isn’t always top of mind for Australians it was vital that any branding really established the new organisation as a globally-respected, trusted and responsible Australian Space Agency. It also had to match Australia’s creativity and ingenuity through its space exploration involvement. And as a successful Australian agency with our own strong identity, we were proud to use our creative approach to achieve these goals.”
Fox said the new branding aimed to communicate to the international space sector, local industry and the wider Australian community by using the new logo across a range of channels.
In addition to developing the new brand identity, Ogilvy developed for launch an animated event video, plus social and creative elements in support of online and offline activity.
Sally Kissane – Managing Director
Brenton Bleechmore – Creative Director
Gillian Browne – Senior Copywriter
Chad Edwards – Creative Designer
19 Comments
BYOOTIFULLLLL!
Not nearly as good as our one:
https://i.imgur.com/Wmda1fe.jpg
Beautifully done
You got your own pseudonym wrong.
Kinda think this looks like every other energy, council, NBN, telco logo. That or a colour blindness test.
It’s no NASA.
Booooooriiiiing.
There are dozens of amazing design consultancies around the country slapping their foreheads in dismay wondering why you’d give a wonderful identity brief like this to an ad agency. The results speak for themselves unfortunately.
Brilliant.
Sadly because too often in Australia branding and advertising are conflated.
we have a space agency?
What a brilliant opportunity so sadly missed. Sorry guys, I don’t like to be negative, but this could have been so good. Space is extraordinary and exciting. This is dull and not well thought out at all. Ordinary not extraordinary.
Love it – the video is an amazing story and well done on the Indigenous inclusion. Not sure about the above comments. sad really – failed designers clearly. Great job !!!
@sad are you serious? mmmm, clearly you’re shit. Just sayin. Good luck with living with your mum. hahahahaha
Doesn’t exactly fill you with hope, does it?
‘For thousands of years the indigenous looked at the stars’ – and now they can enjoy the world’s most tenuous link to a technological industry that has bugger all to do with cliched dot paintings or bad didgeridoo except that it’s on the land you fucksticks stole.
Great one, Ogilvy.
This is first year video school level.
For the life of me, I cannot see how the logo says “space agency.”
Like darned-near any Australian, I looked at the dots, expecting them to (maybe) represent major cities… Starting at the bottom, Hobart and Melbourne look about right… but then it all goes to custard. Albany seems more important than Perth, no idea what happened to Sydney… cairns is there, but what’s the big blob further north?
OK… perhaps they’re not supposed to be cities… but what, then?
Did you realise that advertising agencies are NOT logo designers? That indeed there are plenty of specialist logo designers who could have done a fabulous job. Yes, I accept that you wanted to avoid rockets and receiving dishes… but there are plenty of ways to represent the new agency that don’t fall back on tired cliches.
Let’s hope you didn’t pay too much for this load of sheep’s bollocks.
There is a kernel of an idea in there- but this design only makes sense if you watch the video. Which no one beyond this current week ever will.
Logo Design 101: The logo should stand on its own.
Which it doesn’t. Way to go knuckleheads.
I enjoyed the story and the deep connection to the Indigenous people. We’re not trying to be NASA, there’s no need to compare identities. We’re doing something completely different and are completely different people. Well done to all involved.
What a bloody dreadful logo, sorry. That is a council logo, and is given Ogilvy’s position in the advertising and marketing sphere they could have, and should have, come up with something far better than this dull patch of colour. How utterly predictable and uninspired. A new agency of such immense potential and current excitement surrounding it deserves better than this, as do the Australian public.