In 2012 the Diamantina Shire embarked on a brand journey, to develop a new tourism destination brand for the region. In November 2012, the new brand was launched and we are pleased to share some ideas behind it with you.
The brand is inspired by a Diamantina horizon.
The icon has been developed to reflect the contours of the landscape including the horizon, wildflower petals, sunrays and roads. It can be used independently from the logotype to create background patterns or a unique signage design.
‘The Diamantina’ and ‘birdsville bedourie betoota’ logotype is interchangeable with points of interest names thus creating multiple sub-brand options for promotion.
A sans serif typeface has been selected to reflect the modern, resilient undertones of the area.
The design also complements the positioning statement:
Where the Desert meets the Channel Country
The brand will be used to promote the regional externally and within the region to partner with tourism businesses and other local organisations.