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New South Australian State brand revealed::

South Australia's new State brand has been launched with a spectacular light and sound show in Elder Park.

Business and community leaders from across the State gathered to be the first to see the brand, which will be used to help South Australia market itself to the world.

The brand, coloured red, depicts a series of doors that show where South Australia is.

Premier Jay Weatherill said the brand was a symbol that could be used by every South Australian company and institution at home and overseas to promote trade and investment in South Australia.

"The brand will be the trigger for a unique and compelling story that every South Australian product or service could use to set itself apart on the world stage.

"It is designed to bring to mind a place that is creative, industrious and innovative - the qualities South Australians themselves have said define our State.

"Our ambition is to grow the brand into a competitive advantage that will make our economy stronger."

A number of major South Australian companies and organisations already have indicated their support for the brand and are considering ways to adopt it.

Development of a new brand for South Australia began last year, led by the Economic Development Board and a project team of industry and marketing specialists.

The project has a cost of $1.34 million from within existing State Government budgets.

More than 3500 South Australians were involved in an extensive research and consultation phase.

Project leader Darren Thomas from the EDB said this consultation informed the brand's development.

"We looked at how we see ourselves as well as how we want to be perceived beyond our borders and, at the heart of this, we value our creativity, innovation and industriousness," Mr Thomas said.

"Through collectively showing the world what comes out of South Australia - our products, events, activities and people - we can start to positively influence what people think about our State.

"The visual image designed by internationally-renowned branding expert Ken Cato is a symbol to reflect these values and leave a lasting impression."

Various versions of the brandmark have been designed to work across public and private sectors and, from tonight, people will be able to register to use it.

"Some major South Australian names, such as Coopers, Codan, Defence SA and the Adelaide City Council, have already indicated their support," Mr Thomas said.

"We now look forward to continuing our conversations with these people, along with anyone keen to adopt the brand.

"We know the brand's true value will take time to develop but the important point is that we unify as a State to make the most of this opportunity."

To mark the brand launch, a ground-breaking sound and multi-dimensional vision show was built and projected onto the roofing of the Festival Theatre.

"This is a time to celebrate our identity, recognise what we're proud of and look optimistically forward," Mr Thomas said.

"The incredible projection has been developed by Adelaide companies KWP, KOJO and Novatech and we are very excited to be able to share such an inspiring piece with the people of South Australia."

The projection show will be repeated nightly at 8.30pm, 9.00pm and 10.40pm until Sunday 10 March 2013, and the public are invited to view it from Elder Park.

Anyone wishing to use the brand is encouraged to phone 83032496 or visit www.brandsouthaustralia.com.au

07 March 2013