fbpx

The Australian Ugliness Branding

The Australian Ugliness is a 1960 book by Australian architect Robin Boyd. It explores visual pollution in Australian aesthetics with regard to architecture and the suburbs. The book is a critique on Australia’s modern built landscape.

In celebration of the 60th anniversary for the The Australian Ugliness book, Principle Design collaborated with the Robin Boyd Foundation team to craft a new logo. The Australian Ugliness’ new logo shines light on the book’s beauty; the ugly truth. The logo’s design contrasts the beauty behind the ugly (greed, power, control and a lack of thought) through clarity, sophistication, timelessness and truth. The combined use of black and white, and classical art statues with sharper suburban lines reflects the book’s stamp on modern history – both the beauty and the ugly.

We were able to bring a progressive clarity to The Australian Ugliness via personifying the purpose of their mission – to timelessly share the visual pollution on Australia’s landscape.