Bushwalking Victoria is the peak body for all bushwalkers and bushwalking clubs in Victoria. The task was to design an eye catching brand identity to appeal to the broad age-range of walkers and promote the benefits of bushwalking and the work the organisation does to lobby for better bushwalking in Victoria.
The brand identity represents the emotion and unique nature of bushwalking in Victoria. Ribbon-like forms intertwine leading the eye up through the symbol like a path running into the landscape. The forms not only represent rolling hills and valleys but also the many levels of service provided by the organisation and the interaction between partnering organisations, clubs and volunteers. The colours represent the many features of the Victorian bush with its diversity of flora through the greens, the earth/paths, sea and rivers, the eucalyptus haze across the mountains, and the unique burst of unexpected colour from a passing rosella, or the sighting of the Common Pink Heath (Epacris impressa) flower, or the glow of a red sunset on the alpine range, punctuated with the orange glow of the sun.