The brand has been renamed "Namatjira" in honor of the renowned Australian painter Albert Namatjira, establishing a strong connection between the brand, the art of painting, and its Australian heritage.

The choice of colours advocates the environmental focus, the earthy tones represent their push towards sustainable pigment extraction.

The logo is fun and playful done to expand Namatjtra’s “presence among kids, especially those disadvantaged, with the value that art is for everyone.” The curved and organic form of both the logo and the typography makes the brand seems inviting and friendly. The rough flower shape symbolizes the brands focus on student paints. Flowers often correlate with childhood. The abstract, organic nature of the logo expresses freedom and imaginative design. This also ties into the value of creativity. The concept of community is represented through the petals which curve around an inner circle. Representing a safe area for artists of all capability, including beginners, intermediate and professional.

The fluid design reflects the essence of paint and artist materials. Namatjira’s logo contrasts with competitors, highlighting its uniqueness and commitment to innovation. The brand mark embraces Rand’s principle of simplicity with 2D forms and minimalist shapes, making it compact, usable, and memorable with its abstract, organic design.

The tag line ‘Beautiful Choas’ reflects the artworks created by kids. As their works are often messy or unrefined yet still beautiful.

The thick lettering enhances readability from a distance and in small sizes. The brand name is split for easier pronunciation, and using a last name ensures universal recognition.