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Wattle they do next - Government set to scrap controversial $10m logo

Business

A golden wattle-inspired logo created to spruik Australian products at inter­national trade shows – and exclusively revealed by InQueensland before its official launch – is being reworked after it drew unfavourable comparisons to a coronavirus cell.

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Trade Minister Simon Birmingham confirmed on Thursday the star burst-like logo, with the letters AU at the centre, was being carefully looked at.

“Obviously, COVID means there’s a need to have a look at that piece of work, particularly the logo element, given some of the associations people were drawing,” he told Sydney radio 2GB.

“A careful look will be had before anything else is done with that in the future.”

The logo was developed as part of overall branding exercise conducted by a business advisory group appointed by the Federal Government a couple of years ago.

It was revealed exclusively by InQueensland business columnist Robert MacDonald on June 22, who reported that some of the country’s leading business and marketing brains had hatched the controversial plan to replace the kangaroo at a cost of $10 million.

The National Brand Council finished its work at the end of last year.

Glenn Cooper, the chairman of The Australian Made Campaign, has previously told the ABC the iconic kangaroo logo that has been central to Australia’s export strategies would remain.

“The iconic green and gold kangaroo logo has been clearly identifying Australian goods in export markets for more than 34 years with great success,” he said.

“There is no need to make a change in this space.”

Birmingham also said the wattle-inspired logo was never intended to replace the green and gold kangaroo logo that identifies Australia made products.

-AAP

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