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A new brand for the Aged Care Workforce Industry Council

Our brand story

Since the Aged Care Workforce Industry Council was established in 2019, we have been on a journey of rapid formation. In just two years, we have reached several key milestones, we have tightened our focus on what we must achieve, and we have some major projects underway that will allow us to support the transformation of the aged care workforce.

The result of all these developments is that the Council has outgrown its initial brand identity. It is time for us to adopt a new logo that better represents the work, mission and identity of the Council.


Our new brand

Our new logo is made up of several curved shapes. The intersecting crescents represent our key stakeholders:

  • older Australians
  • the aged care workforce
  • aged care providers

The design also reflects the intrinsically interconnected nature of the aged care sector, the needs of our ageing population, and the work of the Council.


The colours we have chosen align with our remit and vision.

Our remit: To provide a unified body to oversight, coordinate and sequence the implementation of the 14 Strategic Actions in Australia’s Aged Care Workforce Strategy ‘A Matter of Care’. Whilst delivering on ‘A Matter of Care,’ The Council will also adapt its work in light of the recommendations of the Royal Commission into Aged Care Quality and Safety which largely support the work of the Council.

Our vision: To transform the capacity and capability of the aged care workforce so workers feel valued and supported to deliver consistently high-quality care to older Australians

We are collaborative, transformative, person-centred, and accessible.


Our rebranding timeline

You may notice some of our communications and publications will appear with our new logo and colours from late October 2021.

We’re very excited to begin working with our new designs, and we will soon begin the process of updating all our collateral.

Thank you for your patience as we work through these updates.