The decision
Which of three candidate sonic logos should carry Brand Australia, at home and in its six most important international markets?
The evidence
Implicit testing with consumer and enterprise audiences across seven markets. Brand Australia was already loved everywhere, so the logo had to lift the brand rather than merely avoid harming it.
The outcome
The chosen logo delivered a significant lift in emotional appeal and launched as Australia's first Nation Brand sonic logo.
- Client
- Austrade
- Markets
- Australia, USA, UK, China, Indonesia, India, South Korea
- Audiences
- Consumer + enterprise
- Agency
- Smith & Western
- Vocals
- Olivia Coe Fox (Wiradjuri)
The full story
A beloved brand sets the hardest bar in sonic identity: anything added can only prove itself by making the brand feel better than it already does. Three candidates were tested with consumer and enterprise audiences in Australia and six international markets, one of the largest audio studies we have run.
The winning logo, created by Smith & Western with vocals by Wiradjuri vocalist Olivia Coe Fox, cleared the bar with a significant lift in emotional appeal.
★
Silver Clio, Sonic Branding, Clio Music Awards
Silver, Audio Craft, Cairns Crocodiles Awards
Bronze, Sonic Branding, 47th AWARD Awards
The Silver Clio was the highest honor awarded in sonic branding that year.