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Editor’s note: In this Comms Room exclusive, Dan Ratner of uberbrand talks about the process that they went through while updating the brand identity of Clean Up Australia.
When it comes to working on iconic brands (or any brand), it’s important to understand what I call the concept of degrees of change, especially when considering the delicate interplay between a brand’s internal aspirations and its shifting external cultural and market landscape.
It can be a nuanced perspective as each brand and its context is different. Making it crucial for navigating the complexities of maintaining a brand’s relevance and positioning in its market, especially amidst evolving societal values and fast-moving trends.
The degrees of change can range from subtle refreshes to complete overhauls, each with its strategic purpose and implications on a brand’s identity, how it is perceived, and the result on its market position.
This spectrum of change should reflect the brand’s response to internal developments and external pressures, requiring a deep understanding of how to balance deep, internalised core values and aspirations with the need for innovation and adaptation.
In context to Clean Up Australia’s recent brand evolution, we applied the degrees of change philosophy to determine the optimal brief in order to guide the optimal outcome.
The approach helped us to not only respect, but to leverage the brand’s legacy. Simultaneously embracing enough change to not only stay relevant but also connect with the dynamics of an changing audience.
Given the brand has always been focused on a middle Australian audience, this needed to be reconsidered for an evolving cultural landscape. As the definition of middle Australia has expanded immensely since 1989, when the Clean Up Australia brand first appeared.
Therefore we faced the challenge of refreshing the image of an iconic, 35-year-old brand to reflect not only evolving attitudes and demographics, but also shifting generations.
So, we saw the objective was to build on the brand’s positive awareness and endearing positioning in people’s minds. This was tricky because it must be done without undermining this legacy. It’s a delicate balance – respect for the past and the drive for future relevance, and this was at the heart of the brief for the brand evolution of Clean Up Australia.
Market Research Insights and Strategy: The approach we took was informed by extensive quantitative market research. Which revealed that the strongest visual attributes of the brand image resided in the Clean Up Australia logo mark. Making it clear that rather than a complete redesign, it would make more sense to embellish and elevate the existing logo. We would do this by crafting a stronger and more cohesive visual language around it – a practical application of the degrees of change concept.
Design Inspiration and Execution: Drawing inspiration from various design movements, we embarked on crafting an identity that would feel both fresh and familiar. The first step involved dissecting the logo’s components and elevating them within a new design system that also allows for future evolution. The result is a brand identity that not only respected Clean Up Australia’s heritage but also positioned it as a forward-looking, dynamic organisation ready to meet future challenges.
The logo, being well recognised, served as an anchor, requiring us to understand each component of the logo – the handwritten type, the distinctive colours, the stylistic drawing of the map of Australia, and the rays of sunlight. This process was not just about analysis but about crafting a narrative that could help us build on and cohesively carry the identity forward.
Our inspiration drew from a broad spectrum of design movements, each chosen for their ability to communicate specific attributes of the Clean Up Australia ethos. The boldness and immediacy of mid-century poster art inspired us to create visuals that could capture attention and convey messages with clarity and urgency. The adaptation of raw functionality from brutalism helped establish a design system that stood out for its straightforwardness, mirroring the organisation’s direct approach to communicating its vision. And the rule-breaking spirit of anti-design echoed Clean Up Australia’s willingness to challenge the status quo.
With these inspirations in mind, we set out to create its expanded visual language. The new design system was crafted to not just support the existing logo but to elevate it, putting it on a pedestal, so to speak. This involved choosing bold colours that drew attention while remaining true to the brand’s core identity. Strong typefaces were selected to convey a sense of confidence and ambition, attributes synonymous with Clean Up Australia’s mission.
The creation of individual artworks inspired by the logo’s elements allowed us to tell a richer story. By accentuating the handwritten type, we emphasised the personal commitment of its volunteers; by brightening the colours, we reflected the organisation’s optimism and energy. The stylised drawing of the map of Australia was replicated to foster a deeper connection with not only the logo icon but its purpose, and the rays of sunlight were inspired the constructon of iconographic devices that drew a linkage to the mark, while at the same time creating a broader platform to communicate.
This dynamic design system not only revitalises the brand’s visual identity but also ensures its adaptability for the future. It’s a testament to the power of purposeful design in communicating a brand’s mission and values, creating a system that resonates with a wide audience—from students in classrooms to executives in boardrooms—and enhancing accessibility and engagement across all touchpoints.
The rollout of the refreshed identity has been strategic, designed to reintroduce Clean Up Australia to the public in a way that pays homage to its past, its enduring cultural relevance in society, while signalling an optimistic readiness for the future.
The feedback has already been overwhelmingly positive; we’ve even been getting requests for poster art to be hung in public spaces. This shows us that the community not only recognises the brand and its relevance, but also sees this as change for a renewed commitment to environmental stewardship.
Taking an approach like this to a brand’s visual evolution is a clear illustration of how design can be leveraged to respect and reinvigorate a brand’s legacy. By thoughtfully dissecting and enhancing the logo’s components and drawing inspiration from relevant design movements, we’ve been able to coherently craft a brand identity that is both a nod to Clean Up Australia’s enduring legacy, and a step into its future.
This success underscores the effectiveness of the chosen degree of change, demonstrating how a thoughtful and strategic approach to brand evolution can enhance engagement and build on a brand’s position in the community by connecting the past with the present and the future.
We think the evolution of Clean Up Australia’s brand identity exemplifies the practical application of the degrees of change concept when developing a brand. It highlights the importance of strategic alignment between a brand’s internal objectives and external cultural shifts.
By carefully considering the degree of change necessary, Clean Up Australia can navigate the complexities of brand evolution, ensuring its continued relevance and impact in an ever-changing world of attitudes, demographics, and cultural make-up.
This example not only showcases the principles of brand evolution in action but also serves as an insightful guide for other brands facing similar challenges in their journey towards growth and adaptation.
Dan Ratner is the founder of uberbrand, an award-winning Australian branding agency designed to drive client confidence and build momentum for their brands.
