Five squiggly lines have cost the Australian Institute of Sport (AIS) $500,000 to roll out across the country.
The largely government-funded sport agency defended the price tag on its new logo at Monday’s unveiling, saying it would generate more commercial investment in the long term.
Australian Sports Commission CEO Simon Hollingsworth said the upfront cost had to be weighed against future corporate benefits.
“We believe that in the medium and long term that this investment is going to generate significantly more revenue for the AIS, which will then be invested back into sport,” Mr Hollingsworth told reporters in Canberra.
The new logo consists of five golden lines resembling tracks, sleekly curved into the shape of Australia.
It will replace the logo designed by a student from Bendigo in a nation-wide competition in 1981, which portrayed a red and blue athlete holding their hands above their head in victory.
“The feedback from our commercial analysis was that the current brand, whilst it had a great place in our history, was slightly one dimensional in it’s nature,” Hollingsworth said.
“So we wanted something more dynamic.”
Hollingsworth said the logo had so far cost a total of $500,000 over two stages.
“First of all we’ve spent about $300,000 focusing on the commercial analysis and the creative side of this,” Hollingsworth said.
“Then in terms of the rollout, we’ve spent about $200,000 refitting.”
No athlete or sport had their funding reduced as a result of the new design, he added.
“In the scheme of total investment in Australian sport, this cost is quite a small one.”
Bill
Guest
What???? You are daring to suggest actual CRITERIA FOR ACCEPTANCE against which the change might actually be JUDGED??? Are you completely out of touch?, Our focus groups indicate that judging should ONLY ever be used in an entertainment context, (sorry, that should be "focu's")
Chris
Guest
This is a stupid waste of Taxpayers money - Who on earth approved it - Maybe we should deduct $50 000 per year from Simon Hollingworths salary to also pay for this waste - !
haydos
Guest
It actually looks very good. Just go to their website to see.
Professor Rosseforp
Guest
I would have preferred to have the $500,000 spent on the correct use of apostrophes, so that we don't get online journalism saying "in it's nature". Simon Hollingsworth thinks that the new logo will generate commercial interest. Okay, in that case, let's check in 12 months and see how much new commercial interest has been generated, and how much is due to the new logo. I'm happy to run the project for $50,000. In the scheme of investment in accountability in federal sports funding, that cost "is quite a small one".
Blaze
Guest
No picture of the logo?
Gurudoright
Guest
Five lines made to look like a medal's ribbon, pretty average. I'm sure if you went to a local high school year 12 art class and asked them to disingenuous a logo, they would produce something much more awesome. $500,000 for that design, someone is having a laugh.