A new logo to promote South Australia shows a doorway into the state on an origami-like map of Australia.

At the launch function in Adelaide, the design was projected onto the roof of the Festival Centre before a crowd of invited guests.

Premier Jay Weatherill said the logo would be used widely.

"A symbol that can be used by every South Australian company and institution, at home and abroad," he said.

Brand designer Ken Cato concedes not everyone will be a fan of the work.

"The normal thing is sort of bash up on it pretty quickly, be as negative as possible and five years from now be the only one who actually remembered it was any good," he said.

He said it was now up to the wider community to embrace and promote the branding.

"It's not Government money that's going to build this brand, it's people's enthusiasm in buying in that will create a bigger budget than any individual organisation could put together," he said.

"So it's about the community; if the community joins us, the potential, you've got a big army out there."

Thousands of people contributed ideas to the new state branding in surveys and via social media.

Mr Weatherill said he was not concerned if South Australia's new brand proved controversial.

He said he was glad people were talking about it, even if some of the comments were negative.

"We need to remember that people have many hopes and fears and loves and hates about any particular thing," he said.

"They love South Australia though and so many people want to see South Australia represented in their own way, but this really is not about that, it's about ensuring that South Australia is recognised overseas."

When Mr Weatherill became Premier last year, he said the state's branding was not distinctive enough, or easily recognised overseas.

Opposition Leader Steven Marshall has given lukewarm support to the design.

"I think it is one of those things you've basically got to let grow on you. The initial design, of course, has been done by one of the great masters Ken Cato," he said.

"I think South Australia is very fortunate to have him do the work for us."