Woven cultures – G20 Australia 2014

Distinctly Australian Corporate Identity

The G20 Australia 2014 Corporate Identity is a unique and fresh representation of the G20 summit. Inspired by the indigenous weaving patterns of the Coconut Palm leaf, the logo features connecting shapes that represent the Aboriginal Rainbow Serpent spirit. These shapes form a track through the events of the year, symbolizing the G20 journey. Additionally, the weaving pattern transforms into fishes, representing the Dhari, the traditional Torres Strait Islander headdress. The fish serves as a reminder of the connection between the people and the sea, which is the source of life and food.

The colors used in the logo reflect the diverse Australian landscape, ranging from lush green rainforests to blue coral reefs and red desert sands. These colors also represent the economic sectors underpinning the G20 agenda, such as resources, infrastructure, and manufacturing.

What sets the G20 Australia 2014 Corporate Identity apart is its emphasis on collaboration and interaction between nations. The logo's triangles represent the members, invited guests, and international organizations that attend the G20 summit. Through the contemporary use of bespoke Indigenous artwork and traditional visual storytelling elements, the identity distinguishes Australia as the host country for the G20 in 2014.

The G20 Australia 2014 Corporate Identity has been realized through various mediums, including corporate identity, brand guidelines, publications, business templates, website, uniforms, signage, environmental constructs, merchandise, and campaign advertising. The visual identity focuses on triangle shapes and bold colors, creating a visually striking and cohesive brand image.

The design team, led by Strategic Director Mandy Lear and Art Director Kate Gosnell, along with designers Riki Salam, Kate Gosnell, and Scott Ketley, delivered a holistic solution to identity application and communication. The website is user-friendly and easy to navigate, while high-quality business products are readily available to official G20 groups. Meeting venues are adorned with large-format branded graphics, creating maximum impact with international delegations and media. Directional signage adds interest and energy to the corporate setting, reinforcing the G20 Australia 2014 Corporate Identity.

The G20 Australia 2014 Corporate Identity project began in May 2013 and concluded in November 2014 at the G20 Leaders Summit in Brisbane. Throughout the project, extensive research was conducted to define and distill the essence of Australian heritage, culture, and society. The design team overcame the challenge of branding the G20 as distinctly Australian, ensuring that Australia's economic and cultural diversity was showcased and perceived as valuable.

The G20 Australia 2014 Corporate Identity has received recognition for its outstanding expertise and innovation. It was awarded the Silver A' Design Award in 2015 in the Graphics, Illustration, and Visual Communication Design category. This prestigious award acknowledges the design's remarkable level of excellence, technical characteristics, and artistic skill.