The designer behind the iconic Australian Made kangaroo symbol has slammed the new heavily stylised image of a gold wattle as confusing and unoriginal.
The newest Australian Made logo, which cost $10million to create, will be used to market Australia to the rest of the world.
The design sparked outrage when it was unveiled this week and was even compared to a picture of a coronavirus molecule.
Ken Cato, who designed the original logo in two days for ‘not much’ money, criticised the design, saying people would struggle to link people to Australia.
Mr Cato said using a wattle in the logo was already heavily used in other industries and the gold colour made it difficult to identify
‘I love the idea that Australia might be represented by something more sophisticated than a kangaroo, but it’s got to be recognisable,’ Mr Cato said.
Mr Cato has spent the past 40 years designing some of Australia’s most recognisable corporate logos.
His kangaroo symbol, which was designed in 1986s has become synonymous with Australia.
He told News Corp while he liked the idea of a wattle logo but it was already heavily used in other industries and the gold colour made it difficult to identify.
Mr Cato said this problem would increase even further when the logo was reduced down to a smaller size.
He also noted that the ‘AU’ letters in the centre were not very specific and could lead foreigners into believe it represented Austria rather than Australia.
Ken Cato (pictured), who designed the original Australian Made logo based on a kangaroo, said the new ‘coronavirus’ logo design has several issues
When the new logo was revealed earlier this week it quickly attracted criticism for appearing similar to coronavirus under a microscope while former deputy prime minister Barnaby Joyce compared design to bird poo.
The gold wattle symbol will be used by businesses and government agencies, while the iconic Australian Made kangaroo logo will continue to be used on Australian-made products.
The new logo was selected by a 12-person panel of industry experts set up by former Prime Minister Malcolm Turnbull known as the Australia’s Nation Brand Advisory Council.
Mr Cato said the gold wattle was difficult to identify and would be even even harder to see when reduced in size
The council included the likes of Qantas CEO Alan Joyce and billionaire Atlassian co-founder Mike Cannon-Brookes but not everyone agreed with the new design.
Council member Glenn Cooper, who is also the Chairman of the Australian Made Campaign, said the original plan was to update the design of existing kangaroo design.
‘I’m only one voice in the group, and they chose to go in a different direction to the kangaroo,’ he said.
‘Do I think that’s right or wrong? All I’ll say to that is that I think the kangaroo is fabulous, and maybe our Australian Made logo needs a little bit of tuning up, but nothing else. It’s so well known.’
The new logo quickly attracted criticism with Former deputy prime minister Barnaby Joyce (pictured) comparing it to the coronavirus and bird poo