This new brand identity was commissioned by the Federal Government to embody the Anzac Centenary in the minds of the Australian public – an iconic logo which would become synonymous with the Anzac Centenary commemorative period, both across Australia and overseas.
Of all the images we identify with in relation to the Anzacs and Anzac Day, few have stood the test of time as successfully as the statue of the lone Anzac digger; head bowed, arms resting on his rifle. This distinctive figure took pride of place in the new Anzac brand identity we developed, with the digger forming the ‘1’ in the number ‘100’, to clearly communicate the Anzac Centenary at a glance. By juxtaposing the Anzac digger with a strong, clean modern font, the design integrated the old with the new, the past with the present. This same sentiment was expressed in the accompanying line ‘The Spirit Lives’.