For Australian businesses experiencing supply chain volatility and disruptions, visit the Go Global Toolkit for the latest updates and support available.
Designed for business, Brand Australia elevates Australia’s reputation globally, helping Australian businesses, industries and institutions stand out in international markets.
With more than 900 free marketing resources, Brand Australia’s Toolkit now includes a suite of sonic logo assets, giving businesses and exporters a new way to bring Australia's story to life.
Designed for today's digital and audio-first channels, the sonic logo creates a consistent and recognisable Australian presence and adds a new dimension to Australia's brand story.
Blending sound and motion, the sonic logo serves as an audio equivalent of a visual logo, that quickly conveys a brand or nation’s identity, providing a consistent sign-off across content, campaigns, events and experiences.
Developed by award winning sonic branding agency Smith & Western, the sonic logo combines First Nations culture, elements of Australia’s acoustic landscape and vocals by Wiradjuri woman and contemporary Aboriginal vocalist Olivia Coe Fox.
Brand Australia was created in partnership with First Nations design agency Balarinji, and is inspired by Country, connection and progress.
Together, the toolkit’s logos, photography, templates, animations and award-winning soundscapes help businesses and exporters showcase the best of Australia to the world with impact.
Businesses can visit Australia's Nation Brand Toolkit to access the sonic logo, resources and practical guidance.
“Today Australia has a new voice with the unveiling of a new sonic logo, marking a new chapter in how we share Australia’s story with the world. Australia is renowned for the richness of its natural soundscape and cultural heritage, which is why our sonic logo is much more than audio, it is a natural extension of our national identity.”
Sarah Holder, Head of Communications, Marketing and Engagement
The 2017 Foreign Policy White Paper recommended a stronger nation brand to reinforce Australia’s reputation as an internationally competitive investment destination; a great place to visit; a quality provider of education; and a trusted exporter of premium goods and services.
Brand Australia was launched in 2022 and is designed to help promote Australian goods and services overseas and amplify and grow Australia’s reputation on the world stage. The toolkit now has over 900 free marketing resources, and more than 2,600 individuals from over 1,200 eligible organisations registered to use it.
The development of the brand was led by Australia’s Nation Brand Advisory Council in consultation with Federal and State and Territory governments and more than 480 senior industry representatives.