Government unveils a new national brand for

It’s not often that a design agency gets the opportunity to put a face to a nation. This was exactly the challenge that Icon.Inc faced when it was appointed to create the new brand identity and website design for Australia’s national portal website,

The six-month project, conducted in concert with our partner Acceleration, had a surprisingly simple brief: create a new online brand identity for the Federal Government’s main information portal and apply this to the website design.

To meet this unique branding challenge from many angles, Icon.Inc created a project team that included both web and graphic designers. Working to Icon.Inc's iterative design methodology, the masterbrand identity was progressively refined and reworked in line with departmental committee feedback.

Once the brand identity was approved, Icon.Inc’s web team then began work on the portal interface design. The final project outcome was a comprehensive online brand styleguide for to ensure the brand’s longevity and integrity.