Reports of a new global product symbol for Australia have been greatly exaggerated: the famous green-and-gold kangaroo logo of the Australian Made brand is here to stay.
Australian Made Campaign chairman Glenn Cooper AM says the Australian Made logo will continue its pivotal role in Australia’s domestic and overseas branding strategy.
“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 says.
“It is by far Australia’s most recognised and trusted country-of-origin symbol and is central to the export strategies of Aussie exporters taking their goods abroad. There is no need to make a change in this space.”
Roy Morgan Research reveals that the Australian Made logo is recognised by 99 per cent of Australians and trusted by 88 per cent. More than 3000 businesses currently use the logo on thousands of products sold all over the world.
Its international reach is supported by its legal registration in key export markets such as China, South Korea, Singapore, India, Taiwan and the USA – with many more to follow.
In 2019, the Australian Made Campaign was awarded a Federal Government grant to promote and protect the Australian Made logo in key export markets for the next three years.
Furthermore, the Australian Made logo is now a central plank of the Government’s mandatory country-of-origin food labelling laws, and appears on nearly all Australian food products for sale across the nation.
These very products are also sent into numerous export markets carrying the distinctive green and gold kangaroo.
“The Australian Made logo is entrenched in the domestic and export activities of thousands of Aussie brands,” Cooper says.
“The kangaroo will continue to connect overseas customers with Australia and help businesses leverage Australia’s reputation for creating products in its clean, green environment to high quality and safety standards.”
Currently, the Australian Made logo is in extraordinarily high demand as Australia deals with the impact of COVID-19.
The brand has experienced a four-fold increase in applications to use the logo, a 300 per cent increase in engagement with its social media platforms and a more-than-doubling of traffic to the official Australian Made online product directory at www.australianmade.com.au.
The green-and-gold kangaroo is perfectly positioned to work in concert with a new overarching Nation Brand to promote Australia beyond products overseas, should the Federal Government proceed with such an initiative.
“For decades now, the Australian Made logo has been used as a trusted country of origin mark alongside other Australian brands, and has a strong track record in this regard,” Cooper says.
“For now, it’s business as usual for the Australian Made logo, providing recognisable and trusted country of origin branding that makes the Australian connection instantly and clearly, here and overseas.”