Australian Made logo now protected in the EU, UK and UAE

The Australian Made Campaign is thrilled to announce the famous green-and-gold kangaroo Australian Made, Australian Grown (AMAG) logo is now a registered trademark in the European Union, United Kingdom and the United Arab Emirates.

A win for Aussie exports, the registration of the symbol means the iconic logo is now legally protected under local EU, UK and UAE law, with only certified Aussie makers and growers allowed to use it. 

Australian Made Chief Executive, Ben Lazzaro, said “The iconic green-and-gold kangaroo logo has been clearly identifying Australian goods in export markets for more than 34 years. It is a valuable marketing tool and central to the export strategies of Aussies taking their goods abroad. Almost half of all Australian Made licensees use the logo on exported products.

“The EU, UK and UAE present a huge opportunity for Aussie makers and growers. The formal registration of the logo in these regions provides an essential legal framework which exporters can rely upon if the logo is copied or used without proper authority.”

According to the Department of Foreign Affairs and Trade, Australia exported A$20,535 million worth of merchandise to the EU during the 2018-19 financial year, A$7,897 million to the UK and A$4,176 million to the UAE.

Austrade’s Senior Trade and Investment Commissioner UK, Ireland and the Nordics, Jennifer Mackinlay, said “What better time than now as Australia is negotiating Free Trade Agreements with the UK and the European Union to register the globally renowned green-and-gold kangaroo logo which is synonymous with premium, fresh and unique products. The Australian Made logo is a powerful and stand out sales and marketing asset for authentic Australian brands and supports Australian businesses to differentiate their products and grow their exports.”

Recognition of the Australian Made logo is already high in these regions, with recent Horizon Consumer Science research finding 85% of consumers in the UK and UAE believe products carrying the logo are genuinely Australian and 83% in France. The biggest motivations to buy Australian products were found to be quality, reputation and ethical standards.

The logo registration work was carried out by Australian Made Campaign Partner and Australia’s largest independent intellectual property specialist firm, Wrays. It covers 10 classes (Classes 3, 5, 20, 25, 29-33 and 35) that extend to a wide range of products including:

• 3 – cleaning products, soaps, toiletries, cosmetics
• 5 – pharmaceuticals, veterinary pharmaceuticals, infant formula
• 20 – furniture
• 25 – clothing and footwear
• 29-33 – food and beverages
• 35 – retail services

The formal registration of the AMAG logo in the EU, UK and UAE follows its registration in other key export markets including the USA, China, South Korea, India, Singapore, Malaysia, Hong Kong and Taiwan where it known as Australia’s mark of authenticity.

To find out more about applying to use the AMAG logo, please visit www.australianmade.com.au.