AIS: $500,000 rebranding

I saw an article about the rebranding of the Australian Institute of Sport logo on the ADGA website. A huge question mark has been placed by commercial media on the price tag of the new corporate identity. A massive $500, 000 fee was charged for the project, seeing a more sleek and professional identity for the company. The AIS and AGDA alike, defended the cost, explaining that it now opens doors to more investments - including internationally, as their previous logo was outdated and the branding did not reflect the excellence for which all of their athletes strive to reach.

The five lines curve like a ribbon into the shape of Australia. The lines are said to represent the core values of the AIS being sport and movement. They are also meant to reflect the lines of a running track, or swimming lanes. The red and blue of the old logo designed by a student in 1981 has been ditched, and they have donned a more fitting gold to represent the victory which they strive to achieve. I tried to find out who designed the new branding system, but unfortunately that is yet to be commented on in any of the articles which I found - for such a large scale rebranding project this itself seems a little strange.

Despite the cost provoking much heated debate and many slandering words, the branding itself has been well received. Though the previous branding - which was chosen from a design competition and showed an athlete holding hands above their head in victory - may have been relevant when it was first created, 33 years is a long time to use the same identity and to expect it to continue to be successful.

The new branding helps to make the AIS seem more prestigious, modern and strong.

Image take from the AGDA website. 

http://www.agda.com.au/news/national/1836/the-ais-rebrand---clinton-duncan