Rebranding Australia’s border protection unit has cost the government about $10 million. It’s the 10th branding overhaul it’s had since World War II.
The new Australian Border Force have spiffy new military-style uniforms and are surrounded by thousands of new signs across the country’s airports, sea ports and detention centres.
According to Fairfax Media, $6.3 million was spent on new uniforms, name badges and safety helmets for 4500 border officials. An additional $3.5 million was spent on marketing collateral, including signage on 300 vehicles, boats, helicopters and planes. Even date stamps had to be replaced.
