Australian Wool Innovation unveils new corporate identity
12/08/2008
Australian Wool Innovation (AWI) has unveiled a new corporate identity, announcing that it will spend more than $120 million over the next three years to relaunch Australian Merino “back onto the international marketplace as the world’s best luxury fibre”.
The new-look logo features a symbolic stylised ram’s head.
AWI—a not-for-profit research, development, innovation and marketing body working for and owned by 29,000 Australian farmers— says this initiative represents an important turning point for the fibre and the Australian woolgrowers whose sheep graze one quarter of the country and produce approximately 400 million kilos of fleece, worth around $2.5 billion annually.
“We are committed to supporting our hard-working Australian farmers, now the world’s largest wool producers,” said Craig Welsh, AWI chief executive. “AWI is dedicated to the ongoing development of high value-adding services to provide woolgrowers, AWI shareholders, trade, retail and marketing partners with the tools they need to prosper.”
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