Project Overview
The Department of Foreign Affairs and Trade engaged Balarinji to design a distinctive and meaningful logo and branding for the Australian Pavilion at the Osaka World Expo 2025, which will be held from 13 April to 13 October 2025 in Osaka, Japan.
The logo and branding Balarinji designed is layered with authentic Aboriginal storytelling and reflects a contemporary and authentic Indigenous Australian identity.
Highlighting the theme ‘Chasing the Sun’, the design signifies Australians connecting with the world and each other, coming together in a warm spirit of welcome.
Project Commissioner
Department of Foreign Affairs and Trade
Project Creator
Team
Johnny Bridges, Indigenous Creative Lead
Manuela Strano, Senior Designer
Rachel Attwater, Designer
Ros Moriarty, Creative Director
Justine Cooper, Project Manager
Project Brief
Balarinji's logo and branding design for the Osaka World Expo 2025 Australian Pavilion creates an emotional connection and signifies Australians connecting with the world and each other, coming together in a warm spirit of welcome.
The logo is grounded in the Aboriginal concept of Country and celebrates the physical, social, cultural and spiritual belonging we share on the Australian continent. The mark is a spiral that represents a continuum of discovery and rediscovery. The rings in the centre of the spiral represent the heart of our nation. The swirl around the rings reflects energy, as old as our ancient continent, and as new as its renewable resources. As per the client brief, the dots reference the kangaroo’s tail depicted in the award-winning Australia’s Nation Brand (designed by Balarinji), representing the dynamic, creative people of Australia.
The logo and branding complement the concept and design of the Australian Pavilion. The physical structure of the pavilion will celebrate Australia’s unique flora, particularly the many varieties of eucalyptus trees and their flowering blossoms.
Inside the Australian Pavilion visitors will embark on a multisensory journey across Australia, with the sun as a guide. This will include sounds of native Australian fauna, visuals of Australian environments and educational elements about Aboriginal and Torres Strait Islander knowledge. This story will demonstrate how Indigenous wisdom supports our connection to, and regeneration of Country, with positive outcomes for Australia’s future.
Project Innovation/Need
The 2025 World Expo will provide an opportunity for Australia to connect directly with the Japanese community and global citizens to promote our culture, values, high-quality products and services, and our technological and economic capabilities.
The cultural positioning of the Australian Pavilion logo and branding for the 2025 World Expo is significant. It is part of an important shift in how Australia identifies itself as a society that embraces its rich 60,000+ year-old Aboriginal heritage.
The joyful ‘Chasing the Sun’ logo and branding brings together Australia’s ancient foundational heritage with a contemporary, shared narrative. The design reflects our authentic Indigenous cultural identity and the nation’s irrepressible optimism and energy.
Through storytelling and a layered use of symbols and colours of Australian light, it represents a new approach for how Australia is represented in global contexts and our nation’s commitment to renewable energy, cultural mobility and innovation.
Design Challenge
The logo and branding had to align with the World Expo 2025 theme of 'Designing Future Society for our Lives' which focuses on developing and adopting best practices from around the world to drive co-creation by the global community in designing a sustainable society that supports social challenges, emerging sciences and evolving technologies.
The logo and branding also had to represent the Australian Pavilion theme of ‘Chasing the Sun’, and illustrate Australia’s:
- Commitment to renewable energy
- Year-round sunny weather and ideal tourism destination
- Connection with Japan
- Naturally friendly and welcoming disposition
- Drive for creating opportunity through connection and collaboration
- Mobility of culture, people and ideas
The logo and branding had to be adaptive for use across multiple communications platforms and materials, ranging from social media branding, promotional items and printed materials.
The logo and branding also had to be inclusive and representative of the many Australian stakeholders and businesses involved in the Australian Pavilion and 2025 World Expo, and be a symbol that all Australians could identify with and be inspired by.
Effectiveness
The Osaka World Expo 2025 Australian Pavilion logo and branding has been received with praise and positive commentary from industry stakeholders and the public.
The logo and branding is complementary to the overall design of the Australian Pavilion structure which was inspired by Australia’s many varieties of eucalyptus trees and their flowering blossoms, as well as the immersive concepts to be found inside the Pavilion.
The design demonstrates how effective branding can promote cultural exchange, economic growth, and environmental sustainability. By highlighting the themes of renewable energy, cultural mobility, and collaboration, this logo and branding inspire positive change and contribute to awareness about building a more sustainable and inclusive global community.
Graphic Design - Identity & Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of brand, ideas and messages. Consideration given to clarity of communication, representation of brand values and the matching information style to audience.
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