Australian Space Agency unveils indigenous themed branding

Indigenous star signs feature in the newly unveiled brand identity for the recently created Australian Space Agency.

Created by Ogilvy Australia, who won the account after a competitive pitch, the logo and associated brand elements represent the agency’s aim to represent the nation’s cultural identity as it competes in the space industry.

Ogilvy Australia CEO David Fox said about the branding: “The Australian Space Agency not only needed an identity to reinforce its remit to look to space to provide real improvements on earth, but one that captures our powerful cultural heritage.”

In addition to developing the new brand identity, Ogilvy developed for the brand launch an animated event video, plus social and creative elements in support of online and offline activity.

“We’re incredibly proud of the resulting brand, which alludes to the light created by human light and industry, while referencing several significant Indigenous constellations that can be seen from our skies, representing important Dreaming stories,” said Fox.

“It’s a bold and flexible logo that can be utilised in a myriad of ways as the new Agency continues to grow and develop. We believe the branding strategy formalises Australia’s spot on the space map by positioning its unique perspective for the new space age.”

The Australian Space Agency was established by the federal government in July with a goal to stand out among the international space community.

Along with being responsible for growing the nation’s space industry capability the agency has also been charged with communicating to the Australian public the importance of space technologies in everyday life.


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