As well as the popular platypus mascot Expo Oz, designed by Disney's Imagineering Division, there were several themed initiatives that promoted World Expo 88, most notably the Expo's two interchangeable brands (as noted above): one an boomerang-styled '88' on a wire frame globe, and the colourful sunsails logo, which superimposed aspects of the Expo's entertainment on a relief of one of the Expo's popular sun sails (designed by Ken Cato, of Cato Purnell Partners). There was also a new weekly theme which allowed special-interest groups to entertain.[3]
The logos were used extensively throughout the Expo site as well as souvenirs, and a costume Expo Oz could be seen as part of the daily parades, shows, and other variety performances. Over 500 items of souvenir memorabilia were made using Expo Oz's image. Expo Oz also featured in extensive international tours in the lead-up to the Expo, to Europe, the USA and Japan.
The theme song of the Expo, 'Together We'll Show the World!' by Frank Millward and Carol Lloyd, was also an important rallying point in promoting the Expo in the lead-up to and during phases of the fair, and captured a sense of the excitement of the Expo.
The colourful theme for the Australia Pavilion, which became synonymous with the hosting of the Expo with Australia as host nation, was designed by prominent Australian artist Ken Done, and featured huge playful colourful letters making up the word Australia in an Australia Pavilion Entrance set, and Exit set, with the entrance set a stack of nine, 3x3, some 2.1 metres high each, and the exit set, in a line of nine letters, some 5.6 metres high each. These letters became a very popular photo opportunity for the Expo, and the theme was also found on the brightly coloured Australia Pavilion uniforms also