Ogilvy Australia gives the Australian Space Agency a distinctive identity

Ogilvy Australia has launched the new brand identity for the Australian Space Agency, answering its brief that the identity is bold and stands out as distinctively Australian.

The launch of the identity is Ogilvy’s first work after winning the competitive pitch for the account several months ago.

“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,” explained Ogilvy Australia chief executive officer, David Fox.

“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. It’s a bold and flexible logo that can be used 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 Australian Government on July 1 2018 with a goal to stand out among the international space community. Its jobs include increasing national and international engagement in the global space industry, growing the nation’s space industry capability and forging a new civilian and commercial space identity, as well as communicating to the Australian people the importance of space in everyday life while coordinating domestic space activities.

“Given that space isn’t always top of mind for Australians it was vital that any branding really established the new organisation as a globally-respected, trusted and responsible Australian Space Agency,” Fox continued.

“It also had to match Australia’s creativity and ingenuity through its space exploration involvement. As a successful Australian agency with our own strong identity, we were proud to use our creative approach to achieve these goals.”

Ogilvy has developed an animated event video to launch the logo, plus social and creative elements in support of online and offline activity.