Asylum Seeker Resource CentreCopied

The ASRC announced the new identity in a media release on Oct 22, 2026, as it marks 25 years of work with refugees and people seeking asylum. The organization started as a small, community-run foodbank in Footscray, and says the new look reflects its growth into one of Australia's leading refugee and human rights organizations.

The Key approached the ASRC to offer its help, and provided the brand development pro bono. According to the release, the identity followed research and consultation with supporters, volunteers, clients and people with lived experience of seeking asylum. Most redesigned materials were produced in house, with other partners working for free or at reduced rates.

The old logo set ASRC in purple capitals under a line drawing of a dove rising from barbed wire, with the full name in grey. The new one keeps the purple, sets the letters heavier and rounder, and swaps the dove for a solid bird in flight with an orange breast. The full name now runs in purple under the letters.

"For 25 years, the ASRC has been powered by ordinary people, volunteers, community groups and businesses who believe that everyone deserves a fair go. Our new brand reflects the strength of that movement and the courage of the people at its heart." said Kon Karapanagiotidis, the ASRC's chief executive. Sarah Williams, creative director at The Key, said: "Our main aim was to refresh the ASRC brand to truly reflect what the ASRC stands for. This involved balancing strength, tenacity, and fearlessness with the care, hope, and empathy that we felt so strongly when we visited the center."