Thomas, a leading SA businessman, said that after more than 2000 local businesses had adopted the new state logo, the time was right to “create more meaning and substance behind the brand”.

“Now is the time for the next phase of development,” Thomas said.

“Peter was involved in the early work of mapping and defining the state’s brand so he is ideally placed to take it to the next stage.”

Joy, who created Jamshop with business partner Jim Robinson 12 years ago, recently sold his share of the advertising agency.

He has been a director of local ad agencies Clemenger BBDO and Young & Rubicam Adelaide and has worked with many of the state’s leading companies.

“Brands are not logos,” Joy said.

“The state’s brand is a set of perceptions that influence a wide range of decisions about whether people choose to live, work, visit, learn or invest in South Australia.

“I believe it is Brand South Australia’s responsibility to help improve and manage these perceptions.”