A brand that’s as bright, diverse and colourful as Australia’s unique flora and fauna

A brand that’s as bright, diverse and colourful as Australia’s unique flora and fauna

A brand that’s as bright, diverse and colourful as Australia’s unique flora and fauna

A brand that’s as bright, diverse and colourful as Australia’s unique flora and fauna

A brand that’s as bright, diverse and colourful as Australia’s unique flora and fauna

Saving our species

Visual identity
Brand rollout

Template suite
Icon suite

Brand guidelines

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Project overview

Project overview

Project overview

Project overview

Project overview

At the end of 2017 the New South Wales government made a much a publicised and somewhat controversial ruling which decreed that government agencies must no longer use their existing logo, and instead use only the NSW Government’s waratah logo. Whilst many of the state’s highly visible cultural assets like the Opera House and Taronga Zoo gained exemption from the ruling regarding their brands, many were forced to ditch the logos that  they’d used for years, and were understandably anxious that with their logos they would lose their brand recognition. The conservation program ‘Saving Our Species’ is a program of the NSW Office of Environment and Heritage that aims to secure and protect threatened plants and animals in the wild in NSW. We worked with Saving Our Species to refresh their brand, ensuring that their brand recognition and equity were maintained and built upon.

At the end of 2017 the New South Wales government made a much a publicised and somewhat controversial ruling which decreed that government agencies must no longer use their existing logo, and instead use only the NSW Government’s waratah logo. Whilst many of the state’s highly visible cultural assets like the Opera House and Taronga Zoo gained exemption from the ruling regarding their brands, many were forced to ditch the logos that  they’d used for years, and were understandably anxious that with their logos they would lose their brand recognition. The conservation program ‘Saving Our Species’ is a program of the NSW Office of Environment and Heritage that aims to secure and protect threatened plants and animals in the wild in NSW. We worked with Saving Our Species to refresh their brand, ensuring that their brand recognition and equity were maintained and built upon.

At the end of 2017 the New South Wales government made a much a publicised and somewhat controversial ruling which decreed that government agencies must no longer use their existing logo, and instead use only the NSW Government’s waratah logo. Whilst many of the state’s highly visible cultural assets like the Opera House and Taronga Zoo gained exemption from the ruling regarding their brands, many were forced to ditch the logos that  they’d used for years, and were understandably anxious that with their logos they would lose their brand recognition. The conservation program ‘Saving Our Species’ is a program of the NSW Office of Environment and Heritage that aims to secure and protect threatened plants and animals in the wild in NSW. We worked with Saving Our Species to refresh their brand, ensuring that their brand recognition and equity were maintained and built upon.

At the end of 2017 the New South Wales government made a much a publicised and somewhat controversial ruling which decreed that government agencies must no longer use their existing logo, and instead use only the NSW Government’s waratah logo. Whilst many of the state’s highly visible cultural assets like the Opera House and Taronga Zoo gained exemption from the ruling regarding their brands, many were forced to ditch the logos that  they’d used for years, and were understandably anxious that with their logos they would lose their brand recognition. The conservation program ‘Saving Our Species’ is a program of the NSW Office of Environment and Heritage that aims to secure and protect threatened plants and animals in the wild in NSW. We worked with Saving Our Species to refresh their brand, ensuring that their brand recognition and equity were maintained and built upon.

At the end of 2017 the New South Wales government made a much a publicised and somewhat controversial ruling which decreed that government agencies must no longer use their existing logo, and instead use only the NSW Government’s waratah logo. Whilst many of the state’s highly visible cultural assets like the Opera House and Taronga Zoo gained exemption from the ruling regarding their brands, many were forced to ditch the logos that  they’d used for years, and were understandably anxious that with their logos they would lose their brand recognition. The conservation program ‘Saving Our Species’ is a program of the NSW Office of Environment and Heritage that aims to secure and protect threatened plants and animals in the wild in NSW. We worked with Saving Our Species to refresh their brand, ensuring that their brand recognition and equity were maintained and built upon.

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Our idea

Our idea

Our idea

Our idea

Our idea

We created a visual identity system that brought the existing Saving Our Species logo graphic to life in their brand assets. We took the form of their existing logo and built it up into a much more flexible and lively brand style combining photography and illustrated elements to create a distinctive and unique brand style. The result was a brand system that created a lot more value, interest and variety, with the ability to evolve over time. Ultimately, the loss of the logo turned into a positive and valuable outcome for the brand.

We created a visual identity system that brought the existing Saving Our Species logo graphic to life in their brand assets. We took the form of their existing logo and built it up into a much more flexible and lively brand style combining photography and illustrated elements to create a distinctive and unique brand style. The result was a brand system that created a lot more value, interest and variety, with the ability to evolve over time. Ultimately, the loss of the logo turned into a positive and valuable outcome for the brand.

We created a visual identity system that brought the existing Saving Our Species logo graphic to life in their brand assets. We took the form of their existing logo and built it up into a much more flexible and lively brand style combining photography and illustrated elements to create a distinctive and unique brand style. The result was a brand system that created a lot more value, interest and variety, with the ability to evolve over time. Ultimately, the loss of the logo turned into a positive and valuable outcome for the brand.

We created a visual identity system that brought the existing Saving Our Species logo graphic to life in their brand assets. We took the form of their existing logo and built it up into a much more flexible and lively brand style combining photography and illustrated elements to create a distinctive and unique brand style. The result was a brand system that created a lot more value, interest and variety, with the ability to evolve over time. Ultimately, the loss of the logo turned into a positive and valuable outcome for the brand.

We created a visual identity system that brought the existing Saving Our Species logo graphic to life in their brand assets. We took the form of their existing logo and built it up into a much more flexible and lively brand style combining photography and illustrated elements to create a distinctive and unique brand style. The result was a brand system that created a lot more value, interest and variety, with the ability to evolve over time. Ultimately, the loss of the logo turned into a positive and valuable outcome for the brand.

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We were very anxious about what losing our well-loved logo would mean for our brand, which had good recognition and equity built up in the existing logo

We were very anxious about what losing our well-loved logo would mean for our brand, which had good recognition and equity built up in the existing logo

We were very anxious about what losing our well-loved logo would mean for our brand, which had good recognition and equity built up in the existing logo

We were very anxious about what losing our well-loved logo would mean for our brand, which had good recognition and equity built up in the existing logo

We were very anxious about what losing our well-loved logo would mean for our brand, which had good recognition and equity built up in the existing logo

- Tania Pettitt, Principal Manager Partnerships: ‘Saving Our Species’ Conservations Program, NSW Office of Environment & Heritage

- Tania Pettitt, Principal Manager Partnerships: ‘Saving Our Species’ Conservations Program, NSW Office of Environment & Heritage

- Tania Pettitt, Principal Manager Partnerships: ‘Saving Our Species’ Conservations Program, NSW Office of Environment & Heritage

- Tania Pettitt, Principal Manager Partnerships: ‘Saving Our Species’ Conservations Program, NSW Office of Environment & Heritage

- Tania Pettitt, Principal Manager Partnerships: ‘Saving Our Species’ Conservations Program, NSW Office of Environment & Heritage

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This process has actually enlivened our brand and given us a lot more flexibility… in the end we lost the logo but gained a much more exciting and inspiring brand style.

This process has actually enlivened our brand and given us a lot more flexibility… in the end we lost the logo but gained a much more exciting and inspiring brand style.

This process has actually enlivened our brand and given us a lot more flexibility… in the end we lost the logo but gained a much more exciting and inspiring brand style.

This process has actually enlivened our brand and given us a lot more flexibility… in the end we lost the logo but gained a much more exciting and inspiring brand style.

This process has actually enlivened our brand and given us a lot more flexibility… in the end we lost the logo but gained a much more exciting and inspiring brand style.

- Tania Pettitt, Principal Manager Partnerships: ‘Saving Our Species’ Conservations Program, NSW Office of Environment & Heritage

- Tania Pettitt, Principal Manager Partnerships: ‘Saving Our Species’ Conservations Program, NSW Office of Environment & Heritage

- Tania Pettitt, Principal Manager Partnerships: ‘Saving Our Species’ Conservations Program, NSW Office of Environment & Heritage

- Tania Pettitt, Principal Manager Partnerships: ‘Saving Our Species’ Conservations Program, NSW Office of Environment & Heritage

- Tania Pettitt, Principal Manager Partnerships: ‘Saving Our Species’ Conservations Program, NSW Office of Environment & Heritage

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