Peak body ELACCA rebrands to capture three pillars of organisation

The Early Learning and Care Council of Australia (ELACCA) has unveiled a new logo, part of a rebranding exercise which is designed to embody the three pillars of ELACCA’s work - quality, equity and workforce, and to capture the joy, energy and diversity of its member base.

Sparked by a number of factors, including a strategic planning day held with CEO members in 2021, the creative work undertaken for the Big Roles in Little Lives workforce campaign, and “the fact that our previous logo had more than a passing resemblance to the Australian Electoral Commission logo,” ELACCA undertook a collaborative process to find a design which better captured the essence of the organisation. “We asked ourselves a lot of questions about the role ELACCA had carved for itself in the public policy landscape, and whether our brand matched the way we saw ourselves. We also conducted a thorough review of how other people see us – we’re really grateful for the feedback we received from senior policymakers and advocates from other organisations,” a spokesperson said.

Queensland-based creative agency Wonderkarma was engaged to work with ELACCA on the rebrand, the same agency who were behind the Big Roles in Little Lives workforce campaign. Wonderkarma was chosen for its strong understanding of the early childhood education and care (ECEC) sector and ELACCA’s aims. “We didn’t want to stray too far from our previous branding. But we did seek out a more vibrant image. Although we undertake some very serious work at ELACCA, we always try to keep connected to the energy and joy that we find in early learning and care settings,” ELACCA CEO Elizabeth Death explained.

The launch of the rebrand was fortuitous, coinciding with a time where the early learning sector has been at the centre of public discussion with recent policy announcements and reforms. “It’s a great time to be working in the interests of young children, families and their early learning and care providers. We have some big policy challenges to overcome, but we’re feeling as optimistic as our new logo might suggest,” Ms Death added. ELACCA represents early learning and care providers operating right around Australia, with member organisations and services educating and caring for more than 336,000 children.