The new Brand South Australia logo is not everyone's cup of tea.
SOUTH Australia has rubbed Tasmania off the map in a new branding logo featuring a stylised Australia without an Apple Isle.
Likened to a bank logo, or even an origami version of a cardinal's hat, the new logo has sparked controversy in SA, where it also left off its own tourism jewel of Kangaroo Island.
Social media and newspaper website adelaidenow.com.au was buzzing yesterday with comments criticising the omission of Tasmania.
But Tasmanian brand and marketing experts suggested tongue-in-cheek that South Australia was simply threatened by Tasmania's growing popularity. Maybe it's because we outshone them at the national tourism awards recently. Or because our pinot noir is outclassing their reds.
Maybe they're threatened by our world-class seafood. Or worried our stunning rainforests hold more appeal than their sandy desert.
Whatever the reason, social media users have been scathing of the new $1.3 million logo, demanding to know what happened to Tasmania.
"Outraged! And where is Tasmania?" said one Facebook user.
Another wrote: "No Tassie, inexcusable, how bloody insulting."
Facebook pages have also been dedicated to attacking the new brand, with names like The ugly South Aussie logo and The new South Australia logo sucks.
Brand Tasmania executive director Robert Heazlewood said it was no surprise SA left Tassie off the map.
"I reckon they were frightened to draw attention to a place like Tasmania that really is a unique brand," he said.
Tourism Industry Council Tasmania chief executive Luke Martin said Tasmania was "the hot destination in Australia".
"They've always been renowned for their food and wine, but we're leaving them for dead in those areas now.
"Ironically the Tasmanian snub will probably generate more national media (interest) than the pretty ordinary-looking logo in the first place."
Premier Lara Giddings said it was "disappointing" Tasmania had been left off the map and she had raised the issue with SA Premier Jay Weatherill.
"Tasmania shares a good relationship with South Australia and I am willing to overlook this speed hump in the friendship," she said.
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