2012 Melbourne Design Awards

Key Dates

Project Overview

Designed in Australia, celebrating Australian design quality and innovation as a point of difference to local and international markets.

Project Commissioner

Design Institute of Australia

Project Creator

R-Co. (Aust) Pvt Ltd.


Richard Henderson, Laine Warwick, Riesa Renata, Akiko Ueda

Project Brief

The Design Institute of Australia required a brand identification system that could be applied to Australian designed products, which were manufactured both locally and overseas. The Designed in Australia accreditation is a system, which can be produced for the DIA following compliance with specific DIA standards.

Project Innovation / Need

The inspiration for the Designed in Australia identity is the boomerang.

An iconic symbol of aboriginal ingenuity, the boomerang
incorporates the spirit of design throughout all its uses – as a weapon, a hunting tool, a ceremonial device and a decorative artifact. It combines the notion of form and function and its simple shape is timeless.

By extending the highly recognisable boomerang design into a contemporary form, a new dimension for Australia has been created and another story commenced.

Design Challenge

To use a design element that is universally recognised as Australian, to create a brand identity that reflects the intelligence of Australian design, but at the same time is easy to reproduce across all media.


The Designed in Australia identity will recognise product design that complies with sustainability standards of accreditation process.

This award recognises traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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