The Indigenous Literacy Foundation’s new logo and refreshed brand identity reflect its community-led values and honour the diverse cultures and communities it works with.
Founded 21 years ago, the ILF has evolved into a national community-driven organisation working with over 500 remote Aboriginal and Torres Strait Islander communities across Australia through the Book Supply, Book Buzz, Community Publishing, Create and Pamela Lofts Bequest programs.
These programs provide books and early childhood literacy resources, publish books by the community for the community, and also run book writing and illustration workshops. They reflect the demand in remote Australia for literacy resources and programs.
“The ILF has grown significantly over the past decade. We felt it was time to update the brand to represent and incorporate the communities and individuals who are at the heart of the work we are so proud to do,” ILF CEO Ben Bowen said. “We needed the new brand to showcase the rich diversity and vibrant cultures of the communities we engage with, and to create a visual identity that truly speaks to those we serve.”
The new brand was developed in collaboration with First Nations creative agency Cause/Affect, led by Waanyi and Kalkadoon woman Keisha Leon, following a consultative process involving staff, board members and community input.
“The creative direction was driven by deep listening and a shared love for storytelling. From a cultural perspective, this work is about preserving knowledge and keeping storytelling and language alive,” Leon said.
Leon also developed a new slogan — Be Part Of The Story — to complement ILF’s existing tagline, Reading Opens Doors. This new message invites both remote community members and broader supporters to engage with ILF’s journey: as participants, partners, storytellers, fundraisers or advocates for the importance of books in First Nations languages.
The new slogan helped shape the visual direction of the rebrand, inspiring the integration of books, reading and literacy into key design elements. These visuals celebrate the importance of storytelling and appear throughout the brand — from the logo to supporting graphics.
It was important to acknowledge the legacy of the ILF by keeping the iconic blue, while introducing a broader palette inspired by the colours of Country, to celebrate the various and diverse Countries in which they work. For Leon, colour is always a good way to reflect the diversity of the Country.
ILF Graphic Designer Justine Taylor worked closely with Leon to bring it to life across the ILF programs, merchandise and collateral, ensuring that it is inclusive, accessible and advocates for the communities ILF works for.
“As the Indigenous Literacy Foundation has evolved and progressed in its reach and structure, so has the need for visual communication and presence of the brand. Additionally, our campaigns and programs have developed, and each of these avenues requires its own voice within the overarching brand,” Taylor said. (The new colour palette allows for this.)
Also, at the heart of the rebrand are three First Nations artists, all of whom have been engaged through ILF’s Community Publishing and Talent Pathways programs. Their artworks, inspired by their cultures, Countries and personal stories, now form a key part of ILF’s visual identity and upcoming merchandise.
“I’m happy to be part of ILF’s rebrand; it’s an exciting opportunity,” said Mangarrayi artist Wanirr Keighran, whose artwork reflects her deep connection to Country and has been applied to new ILF shirts.
Rose (Deborah Archie), a 23-year-old artist from Bulla in the Northern Territory, said being part of the rebrand makes her feel proud. Her artwork features in the first wave of merchandise and will be woven into more brand elements throughout the year.
“I want to make my own art and stories and share them with the world,” Rose said.
Ruby (Rusinya Brooks), 21, from Milikapiti on Melville Island, has grown up participating in ILF programs, including the Pamela Lofts Bequest, Create and is now a participant in the first year of the Talent Pathways program. Her artwork will be featured on merchandise released later this year.
“It’s not about the destination, but the journey,” said Ruby.
Meanwhile, ILF Marketing Manager Emma Toomey, a proud Wiradjuri/Wongaibon woman, said that the launch of ILF’s new brand marks an incredible milestone—one that’s been years in the making.
“It’s the result of thoughtful planning, collaboration and a shared vision, and we couldn’t be more proud of what we’ve achieved. I feel incredibly fortunate to have been part of this journey, from the early stages of creation to the exciting rollout,” Toomey said. “We invite you to celebrate with us—explore our refreshed website, experience our new look and, most importantly, Be Part of the Story.”
Read also: ILF announces new program for First Nations youth
Geraldine is currently the Content Producer for Third Sector, an Akolade channel. Throughout her career, she has written for various industries and international audiences. Her love for writing extends beyond the corporate world, as she also works as a volunteer writer at her local church. Aside from writing, she is also fond of joining fun runs and watching musicals.
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