Branding: The Outback Loop, South Australia

The Outback Loop is a vast region in the far north east of South Australia and south west Queensland, where travellers can experience the astonishing and contrasting beauty of Australia's desert zone. The area includes a diverse range of environments including sandy and stony deserts, floodplains, mountain ranges, and wetlands and incorporates three iconic outback tracks; Birdsville, Strzelecki, and Oodnadatta.

The Outback Loop invites travellers to explore this unique region, including the towns, characters, history, stories, and the extraordinary attractions that combine to create a part of Australia few others have experienced.

The focus of the brand update in 2017 was to bring a geographical location into the logo, making it clear where the outback loop was situated. The aim was also to add  some more creativity and hand-drawn elements into the brand, breaking from the previous rigid corporate structure and adding personality and warmth, more in-line with a consumer tourism brand.