Australian Psychological Society Visual Refresh 2025
Modernising a trusted voice in psychology since 1966
Founded in 1966, the Australian Psychological Society (APS) has long been the leading voice for psychology in Australia, representing a community of more than 25,000 members. The 2025 rebrand reinterprets this trusted institution for a new era, retaining the familiar APS logo while revitalising the visual language that surrounds it.
The refreshed identity introduces a digital-first colour palette, contemporary typography, and distinctly Australian imagery paired with hand-sketched illustrations and brushstroke motifs. Together, these elements strike a balance between authority and approachability, giving APS a renewed presence that feels both credible and connected to the community it serves.
Art Direction & Design
