Logos to change for the 'Aussie' brand

In 2014, MLA launched the ‘True Aussie’ Beef, Lamb and Goat logos to unify and convey a consistent and strong brand identity in the global markets. This has brought about efficiencies in strategy development as well as brand enforcement across markets.

Over time, the True Aussie logos have become a highly recognisable mark for Australian-origin red meat products, appearing on millions of retail meat packs, restaurant menus and in media across many promotional campaigns from Tokyo to Toronto.

From ‘True Aussie’ to just ‘Aussie’

Strong equity has been built since the initial launch of the logos; however, collaborative research found that while Australia has a strong brand image and is highly trusted, the word ‘True’ does not translate well in non-English speaking markets. This prompted the shift from ‘True Aussie’ to just ‘Aussie’ in the iconic branding.

The move to ‘Aussie’ Beef, Lamb and Goat frees up real estate for bigger callouts and puts clear emphasis on the product and country of origin. It also allows for an increase in direct translation among non-English speaking countries which are essential to communicating successfully in markets.

The logos are critical in ensuring Australian red meat has a clear and consistent visual identity. The brand logo may have a refreshed look, but it stands for the same things. Our provenance is a key reason to believe in us a brand and it serves as a barometer of trust among our consumers and trade partners. The emphasis is on the product: Australian red meat, and its attributes: genuine, trustworthy, safe, nutritious and tasty.

Apply to access the new logos

The trademarked logos permits companies to underpin and promote their own Australian red meat brands in international markets. Licensees can also gain access to a suite of exclusive brand and marketing assets that can be used to promote their product.

To apply and access the new logos, you will need to:

• Visit aussiemeattradehub.com.au/aussiebeefandlambbrand/home
• Click “Manage your license” OR “Apply for a licence”.
• At aussiemeattradehub.com.au/aussiebeefandlambbrand/managelicence, if prompted, log in using your myMLA account details.
• If you are not an existing licensee, please click on “Apply for a licence” and fill in the necessary information.
• Click “Resume License Application” to update and/or complete any missing or incorrect information.
• Agree to the updated terms and conditions, and then submit your application.

After your application has been reviewed, your licence will be approved for another 12 months, and the refreshed brand logos (based upon the details of your application) will be available for download. Please start using the refreshed logos with immediate effect. 

We appreciate that current licensees may have existing assets with the old logo that need to be run out, but we do ask that all instances of the old logo be removed by 31^st Dec 2023 at the latest.