Hearing Australia is the Australian government-funded provider of hearing services and research, operating under the trading name Hearing Australia. In July 2019, the organization, previously known as Australian Hearing, unveiled a new brand identity and supporting campaign developed by global brand consultancy Landor. The rebrand included a name change from Australian Hearing to Hearing Australia, intended to highlight the organization’s commitment to improving the hearing health of all Australians. [1]
Design and History
Landor developed the new identity around the concept of “Celebrating Sound,” a strategic shift away from the negativity that typically surrounds discussions of hearing loss. According to Landor creative director Tom Carey, the market was “full of negativity when it comes to losing your hearing, usually focusing on the idea of ‘loss’ and ageing,” and the agency saw an opportunity to build a positive brand that focuses on “the beauty and wonder of sound.” [2]
The design team researched how sound waves work, move and look, and based everything from the logo to the textures of the furnishings in Hearing Australia’s centres on this design concept. The identity extended across a brand toolkit, illustrations, tone of voice, retail design guidelines and a suite of three-dimensional motion forms. [2] The new branding was based on research involving over 1,500 people, according to Hearing Australia managing director Kim Terrell. [1]
Landor had been working with Hearing Australia for more than two years before executing this first significant brand transformation for the organization. Fellow WPP AUNZ agency AKQA transformed the experience design of the website to support the new brand identity. [2]
Meaning and Symbolism
The logo incorporates a soundwave-inspired graphic element that has been described as a “soundwave/map” motif, combining the visual language of audio waveforms with a map-like form. [3] The concept of sound was incorporated into design elements inspired by the “science of sound,” with the logo itself based on how sound waves work, move and look. [2]
In 2023, The Station agency developed a new “fluid asset” for Hearing Australia described as a “hearing inspired map of Australia,” further extending the soundwave-map visual language of the brand. [4]
Typography and Design
Landor’s creative team for the Hearing Australia identity included creative director Tom Carey, senior designers Ethan Hsu and Nicola Ferry, and designer Elodie Trumpheme-Hennessey. [1] The brand’s bright colour palette has been noted for its strength in retail environments, with Greater Group describing Hearing Australia’s “strong brand colours” as a key element in its hearing centre designs. [5]
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