The logo was based on multiple tourism and travel experiences in South Australia.
Lines represented gateways to South Australia from around the world and interstate either by road, flights or rail. The stars represent both the Southern Cross and making one star the captial for Adelaide show’s South Australia shining bright. The colours represent the landscapes of the state and diversity of community and environment along with the culture.
The text is working with an existing visual brand from the client in the world ‘Discover’ and South Australia is a strong, bold and contemporary font that makes a mark.