What you need to know
If you are a NSW Government department, agency or entity there is guidance you must follow regarding branding on communications.
The NSW Government Brand Framework sets the strategy and model of how brands are categorised across NSW Government, and is comprised of five main categories.
- Masterbrand – the default category for all NSW Government brands and communications
- Co-brand – for brands with a strong connection to the NSW Government but still requiring a custom logo
- Endorsed – where brands maintain their prominence but still require a connection to the NSW Government
- Independent – for brands where there’s a perceived or actual independence from government
- Stand-alone – includes brands that operate autonomously and require a high level of distinction from the NSW Government.
All NSW Government communications must follow the requirements of the masterbrand category (NSW Government brand) unless a formal brand exemption has been granted.
How to apply branding
Once you have reviewed the NSW Government Brand Framework to determine which brand category to use, you must follow the NSW Government Visual Identity System to apply branding to NSW Government communications correctly. The system includes comprehensive guidelines and resources to assist you which can be accessed via the NSW Government Brand Toolbox. No separate guidelines should be created other than what is included in the NSW Government Brand Toolbox.
Go to NSW Government Brand Toolbox
First time users of Brand Toolbox will need to register for access.
For government employees, they can only register by confirming the NSW Government cluster they belong to. All non-government employees will need to register as external members and will need to supply details of the government contact referring them to the site before authorisation can be granted.
An easy user guide to registering for Brand Toolbox (PDF 728KB) is available to assist.
The comprehensive guidelines available in Brand Toolbox must always be followed, however if you are simply after a quick reference guide you can download the below:
Image
Brand toolbox
The comprehensive guidelines and resources which must always be followed when applying branding to NSW Government communications are available in Brand Toolbox.
Sponsorship and funding acknowledgement
The NSW Government should always be acknowledged for its role and contribution in sponsorships, partnerships, grant funding and other types of support.
Recognition needs to be clear and consistent so that audiences understand the role of NSW Government, both for incoming and outgoing support.
Recipients of NSW Government funding for infrastructure and capital works must also acknowledge that it came from NSW Government and follow specific guidelines on how to do this.
Useful assets
- Download Public Sans font
- NSW Design System
Agencies should use the NSW Design System to apply the NSW Government brand prominently and consistency to digital products and services. - Coat of Arms
Guidance is available on use of the Coat of Arms, including how to request use. - Registered trademark
The NSW Government logo is a registered trade mark and used for a number of services. Read more to understand trademark requirements. - Government advertising
Guidance is available when developing NSW Government advertising.
- Department of Customer Service
- Department of Education
- Department of Creative Industries, Tourism, Hospitality and Sport
- NSW Health
- Department of Planning, Housing and Infrastructure
- Premier's Department
- Department of Primary Industries and Regional Development
- Communities and Justice
- The Cabinet Office
- Transport for NSW
- Treasury
- Department of Climate Change, Energy, the Environment and Water
You can contact the NSW Government brand team for advice relating to all of NSW Government branding.
Related information
Social media guidelines
Social media plays an important role in engaging our communities. There is guidance and support available to keep up to date with what's best practice.
All of Government Communications Framework
Use this framework to support customer-centric communications across government.
Government advertising
If you're advertising on behalf of the NSW Government there are rules you need to follow to ensure taxpayer funds are being used efficiently and effectively.