Although the previous logo served us well since 2016, the new logo is more flexible and inclusive:
- It works in a number of different contexts (horizontal/vertical, colour/monochrome, with/without text, digital/print)
- It refers to the whole state, not just Sydney
- It makes more sense internationally, by locating the state within Australia
Here are just 9 variations:
It was created by Canadian-Australian graphic designer, Zoë Cooper. Below is an excerpt from her presentation document:
The icon uses the outline of Australia as its base. This is a shape that’s instantly recognisable, even as a simplified form and at small scale. The letter “e” is positioned over New South Wales, geographically placing the organisation while quietly referencing the name of the language itself. Tasmania’s tail has been drawn out into the point of a speech bubble, symbolising communication. These layers of meaning are intended to reveal themselves gradually rather than announcing themselves all at once.
The wordmark has been customised to echo the icon, with its letterforms echoing the rounded gaps.
The green of the “e” and “nsw” comes from the Esperanto flag’s traditional green, but has been softened and lightened. The deep blue-green adds a sense of grounding and professionalism to balance the playfulness, while evoking the greens and blues of the Australian landscape.
The overall character of the logo is friendly and approachable without being childish. It speaks to what Esperanto is: a language built for connection, belonging equally to everyone who uses it, with a clear home in New South Wales.
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