A senior public servant designated as the federal government’s “women’s champion” raised questions about a controversial new logo for the Women’s Network, though no concerns were raised about the design’s phallic appearance, according to newly released documents.
The purple, elongated logo was swiftly withdrawn in March after much public mockery, with the National Older Women’s Network describing the image as “either thoughtless or an insult”.
Documents released by the Department of Prime Minister and Cabinet (PMC) under freedom of information laws show that the PMC communications team developed the eye-catching design. It then presented it to the Women’s Network and promised ongoing consultations before it was released.
Scott's own government department, the Women's Network, has a logo that is...a little phallic. 🤯
— Women for Australia (W4A) (@Women4Aus) March 13, 2022
You couldn't write this!#auspol #womensnetwork pic.twitter.com/cmKw6DhA31
According to the FOI, released last week, the PMC’s inclusion and diversity committee said in an email in September 2019 that the women’s champion wanted to know whose idea it was to rebrand.
“[The] women’s champion was keen to understand where the idea to rebrand stemmed from (why was action taken if it didn’t come from networks themselves),” the email said.
“We clarified that it was a comms team initiative, reiterating reasons for this.”
The email said the rebrand would go ahead “as long as the networks were happy with it”, and emphasised the need for ongoing consultation.
The women’s champion (also called the women’s executive champion) is a rotating position held by a senior public servant on top of their normal role. Their job is to “demonstrate inclusive leadership [and] model and promote the values of and benefits of diversity and inclusion”.
The logo, a purple cursive “W” with a domed protuberance attached, was the only part of a broader rebrand that was controversial. Amid the reaction, Women’s Network Australia (a separate organisation) was forced to distance itself from the design after people confused it with the Women’s Network.
Please be advised that Women’s Network Australia has been around for 30+ years. This is our trade marked logo. We are in no way affiliated or associated with another #womensnetwork organisation and logo, the design of which has been subject to much comment. pic.twitter.com/6lx2EBxGRL
— Women's Network Australia (@WNAAUS) March 14, 2022
In its statement withdrawing the logo, the PMC had to distance itself from the prime minister’s office.
It said that the new logo had retained the “W”, “which staff had been using for a number of years”.
“The logo has been removed from the department’s website, pending consultation with staff,” the statement said.
“The prime minister and the prime minister’s office were not part of this logo design.”
The public relations hiccup came at a time when then prime minister Scott Morrison and his government were under fire for their treatment of women, and “tin ear” on gender issues.
The presentation on the rebrand and minutes from the inclusion and diversity committee were partially redacted. Emails released discussed the “refresh”, a “proposed network branding and the value of a consistent approach that maintains the distinct identities of each network”, and the plan to consult.
According to this document, no one mentioned the shape of the logo.
“No further action agreed to, other than emphasising the importance of continued consultation with the networks as planned,” it said.
