New Arcadia: Contemporary Australian Photography opens at pop-up gallery Bleached in Brisbane next month — http://t.co/CGHlyCCLmL
The logo was designed by Karl Baxter for a new company, Fundraising Downunder. The logo will be predominantly be used with collateral to market to people looking to come to Australia for working holidays etc. Thus, it needed to be fun and friendly while highlighting that Australia is the best destination and place for this.
Simple, approachable text coupled with a map of Australia seemed natural, and vital, as not all people abroad may be familiar with ‘downunder’ being a term to describe Australia. While it was important to convey Australia as the destination, it was equally important to avoid cliched ideas of koalas, kangaroos and billabongs. The business is about fundraising, and working holidays as opposed to Outback tours – this was a big challenge – conveying the Australian adventure theme whilst at the same time downplaying it. This was achieved with the combination of handwritten text and the freeform map of Australia, coupled with the black/orange and white colour scheme, providing a balance. One of the trickiest aspects of creating the logo was getting the handwritten ‘fundraising’ text right.