Not happy unless he's buggering up something that was working perfectly.
Firstly, here's the current state of play with our beautiful Australian Made logo.
The famous Australian Made, Australian Grown (AMAG) logo is the true mark of Aussie authenticity. It's Australia's most trusted, recognised and widely used country of origin symbol, and is underpinned by a third-party accreditation system, which ensures products that carry the logo are certified as 'genuinely Australian'.
Now, the result of Errol-Turnbull's efforts.
The iconic Australian kangaroo has been sidelined as the logo to represent the nation’s interests overseas in favour of an abstract depiction of the yellow wattle.
The decision to dismiss the kangaroo was made in a report by Australia’s Nation Brand Advisory Council, and has been accepted by Trade Minister Simon Birmingham.
The report said that while the animal was internationally recognised, it only reinforced what foreigners already knew about Australia, while we should be pushing our other, lesser-known assets such as technology and education.“Australia is internationally popular for its friendly people and natural beauty. However, there is room to improve perceptions around our business capability. There is an opportunity to increase foreign investment if we can strengthen awareness of our products and services overseas,” it said.
“We love our kangaroo — it is currently the most internationally recognised shortcut to Australia. But we considered whether it would shift perceptions of our nation, or simply reinforce what people already knew about us.”
The Daily Telegraph readers were quick to shoot down the new logo, with a huge 97 per cent of more than 3000 voters supporting the iconic kangaroo.
You have to be joking, it looks like a vomit spray. It doesn’t represent anything about Australia in the least,” said Steven.
“It’s terrible! AU is even terrible - half the world will think it is Austria and what about all the brand recognition you have just lost after building up awareness of the other logo,” said Cecelia.
Worked in branding for 20 years and this is like removing the M from Maccas. Idiots,” said Lachlan.
The Advisory Council was set up under former prime minister Malcolm Turnbull and is chaired by mining magnate Andrew Forrest.
It also includes tech billionaire Mike Cannon-Brookes, acclaimed playwright Wesley Enoch, Qantas chief executive Alan Joyce and Vogue editor-in-chief Edwina McCann.
McCann said the council opted for the gold wattle because it could be easily incorporated into the emblems of existing brands.
UPDATE - from Trade Minister Simon Birmingham.
God knows what this unholy mess means.