Logo design and brand guidelines
The wukalina Walk will immerse visitors in the places, practices, people and traditions of the world’s oldest surviving culture. Sharing these previously untold stories will increase respect and understanding of palawa culture and community. The Walk will be Tasmania’s iconic Aboriginal tourism venture – enhancing the overall Tasmanian tourism offering and setting the path for future economic development opportunities for the palawa community. The logo identity will form an important part of the story told by the palawa people, with many deeper meanings hidden behind the visual identity.
The primary target market, middle aged affluent Australians interested in exploring the natural environment and Aboriginal cultural experiences, will be drawn to the logo identity, due to its representation of the area, the culture and increase their interest in Tasmanian Aboriginal culture.
Visitors to the site should feel that the Walk will offer something more, something deeper than the competitors; something larger, older, more spiritual and yet completely tangible. The Walk could be their ‘still point’ in a noisy and cluttered world, a chance to escape, to feel rested yet invigorated, educated but not lectured to, a chance to create connections and collect stories. A chance to experience an Aboriginal culture quite distinct from that of mainland Australia – in short - a ‘never before’ experience. Which is further enhanced by the story behind the identity.
The visual identity is contemporary yet embodies the timeless nature of the palawa community. It speaks to a deep sense of place and a richness of spirit and draws the viewer in.
It doesn’t shout, yet exudes a calm sense of self, while it is robust, powerful and alive. The identity distilles 40,000 years of culture, community and a deep respect for country. It has honesty, integrity and authenticity in absolutely every respect. wukalina walks visual approach expresses these connections with the Tasmanian Aboriginal community in many ways.