nbn (formerly NBN Co) is the Australian government-owned enterprise responsible for building and operating the National Broadband Network, the country’s wholesale fixed-line and fixed-wireless broadband access network. The organisation has undergone two significant brand transformations since its establishment, each accompanied by a new visual identity.
Design and History
In April 2015, NBN Co announced it would drop the “Co” from its name and rebrand as “nbn.” The company said the change was initiated to encourage more Australians to take up services on the network, after internal research found around 30 percent of premises in NBN-ready areas were failing to connect. A spokesperson described the new brand positioning as “modern, inspiring and aspirational,” designed to help retail internet service providers drive take-up in areas where the network was available. The rebrand included a new logo: lowercase “nbn” surrounded by a blue map of Australia, which replaced the previous white “NBN Co” on a green background next to a map of Australia. This was the fourth logo the company had used in its short history. The change was accompanied by a major advertising campaign across TV, print, online and digital media. [1]
In 2024, nbn introduced a new visual identity developed by the brand consultancy Houston. Houston was tasked with transforming nbn’s brand narrative, strategy and visual identity, aiming to position the company as a brand that evokes “a deeper sense of pride and a more emotional connection” and better expresses its purpose of uplifting the digital capability of Australia. The new brand strategy was built around the concept of freedom, leading to the positioning line “freedom to do great things.” [2]
Meaning and Symbolism
Houston describes the core graphic device of the 2024 identity as “a single circle” that “represents the individual and the many, projecting a powerful upward momentum symbolising empowerment, progression and innovation.” The diversity of Australians is communicated through an extensive and expressive colour palette, paired with authentic photography capturing “real moments of freedom, positivity, innovation and Australia’s diverse landscapes.” [2]
The earlier 2015 logo, featuring lowercase “nbn” surrounded by a blue map of Australia, was described by NBN Executive General Manager Kent Heffernan as reflecting “the positive change and growth of the company,” signifying the company’s major step forward in supplying fast broadband to all Australians. The rebrand followed research that found the old branding to be “uninspiring” and “inaccessible” to most Australians. [3]
Typography and Design
Ben Clarke, who served as Brand Design Lead at nbn, led the development and rollout of the organisation’s visual identity based on the strategic and design principles from Houston. His work included applying the new brand across nbn’s fleet of vans seen throughout Australia, ensuring the logo and new brand positioning line remained visible on both sides even when sliding doors were open, as well as rebranding the nbn intranet homepage with the new design system across UI, including circular devices, colour, typography, iconography and photography. [4]
The 2024 identity was rolled out across nbn’s corporate reporting suite, including the Annual Report and Statement of Corporate Intent, which combined the new brand’s colour, typography, graphic elements and photography. [5]
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