Australian Made logo turns 40 as demand for locally made products grows

Four decades after it first appeared, the green-and-gold kangaroo is trusted by Australians to cut through confusing country-of-origin claims.

Australia’s most recognised country-of-origin symbol turns 40 this year, with new research showing the Australian Made logo remains a powerful influence on what Australians buy.

Launched in 1986, the green-and-gold kangaroo is now recognised by 99 per cent of Australians and holds a consumer Net Trust Score of +82, placing it among Australia’s most trusted brands.

Nine in ten Australians are confident that products carrying the logo are genuinely Australian, while 85 per cent are more likely to choose a product displaying it.

Australian Made Campaign Chief Executive Ben Lazzaro said the logo’s enduring success comes down to the fact that Australians know the iconic brand stands for Aussie authenticity

“Forty years ago, the Australian Made logo gave shoppers a simple way to identify products made here. Today, that role is more important than ever,” Lazzaro said.

“Australians want to know where their products come from and whether the claims on the packaging can be trusted. The green-and-gold kangaroo gives them that confidence.

“It has become much more than a logo. It represents the people, skills and ingenuity behind the products Australia makes.”

The logo was launched as part of Prime Minister Bob Hawke’s Australian Made campaign and designed by renowned Australian designer Dr Ken Cato AO.

Working to a deadline of less than a week, Dr Cato created the unmistakable gold kangaroo inside a green triangle - a design that has remained largely unchanged for four decades.

“The original brief wasn’t really a brief; it was a phone call,” Dr Cato recalled. “The Hawke Government required a logo design by the end of the week, and it led to a truly iconic design. It taught me a powerful lesson as a designer - never ignore the obvious, just make the obvious visible.”

That simple idea has had remarkable staying power.

Today, thousands of businesses use the logo on products certified as genuinely Australian. It helps local manufacturers distinguish their products from imported alternatives and gives consumers confidence that country-of-origin claims have been independently verified.

Recent Roy Morgan research found 89% of Australians believe buying Australian products is important and 83% feel positively about products carrying the logo.

The value of the logo is also clear among the manufacturers that use it. 96% of businesses that use the logo say it assures customers that their products are genuinely Australian, while 9 in 10 believe it adds value to their marketing.

Lazzaro said the anniversary provided an opportunity to recognise the generations of Australian manufacturers behind the logo.

“The logo may be the symbol Australians recognise, but this anniversary is really about the thousands of businesses and skilled workers it represents,” he said.

“They are making world-class products, creating jobs and maintaining the skills and capability Australia needs.

“Manufacturing has changed enormously since 1986. While traditional industries remain an important part of our economy, Australian manufacturing has expanded into areas such as medical technology, renewable energy, defence, advanced materials and precision engineering.

“What hasn’t changed is Australians’ desire to support the products we make here. After 40 years, the kangaroo continues to make that choice easier.”

Australian Made Campaign has launched its 40 Years of Australian Made campaign to celebrate the milestone and showcase the manufacturers, products and people behind the logo.

The Australian Made logo is a registered certification trademark. It can only be used on products registered with the not-for-profit Australian Made Campaign Limited and meeting strict country-of-origin criteria.

To find genuine Australian products and learn more about the logo’s 40-year history, visit australianmade.com.au/maderighthere.

For licensees looking to join the celebrations, download the Licensee Toolkit.