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Brand architecture

Correct use of the NSW Government logo for advertising, project signage and external facing government communications helps reinforce our role. 

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Architecture overview

The NSW Government brand architecture  is designed to provide greater clarity to the community, about government services, initiatives and projects.

The brand architecture relates to advertising, project signage and external communications on behalf of the NSW Government for all complying agencies.

Agency logos may be used in other instances. Please refer to Section 8 for guidance on how to create agency logos and their usage.


Correct use of the NSW Government logo

The NSW Government logo is the primary branding device for the NSW Government and all of its agencies.

Its use across all communications from the NSW Government and its agencies and entities helps reinforce the role of the NSW Government.

Waratah correct usage

Only the NSW Government logo can be used for all advertising, project signage and external facing government communications.

Waratah incorrect usage

Agency logos created as a lock-up with the NSW Government logo (as outlined in Section 8 of these guidelines) must not be used for advertising, project signage or external facing government communications.


Definition of applications

The NSW Government logo must be used for all advertising, project signage and external facing government communications. The following table outlines the definitions for what is and is not considered to be advertising, project signage, and external facing government communications.

For applications not defined as advertising, project signage or external communications, agencies may use their own logos. Please refer to Section 8 of these guidelines for information on agency logo usage.

Consistent with the Government Advertising Act 2011, advertising is material that is disseminated to the public via paid media. It may be funded by or on behalf of a government agency.

Advertising IS:

  • Press ads

  • Television commercials

  • Social media

  • Out Of Home media

  • Digital advertising in all formats and for all platforms (such as video, mobile, display)

Advertising is NOT:

  • Internal communications

  • Business collateral such as business cards, letter heads

  • Office environments

  • Agency corporate websites and social media pages

Essential or non-essential signage connected to any project that is fully or partially funded by the NSW Government.

Project signage and communications IS:

  • Hoardings

  • Signage featured on hoardings

  • Site mesh signage

  • Construction site banners

  • Temporary wayfinding signage associated with projects and events

  • Temporary signage, flags and banners associated with an event

Project signage is NOT:

  • Office environments

  • Office building signage

  • Place identity signage

Communications representing the NSW Government including:

  • NSW Government function and event communications

  • Media releases from ministers on behalf of the NSW Government

  • Published reports authored by the NSW Government

  • Collateral to support government initiatives, announcements, policies and programs (such as fact sheets, media packs, brochures, prospectus)

  • Communications and collateral related to government funded projects such as flyers, videos

  • Collateral supporting advertising campaigns such as direct mail, websites, events

Architectural principles

We have a strong, single master brand, which unifies the NSW Government identity. As a result, citizens and stakeholders will have a clearer picture of the NSW Government’s initiatives and activities.

The model has three categories that takes all of NSW Government communication into consideration.

Embracing one consistent master brand logo provides greater clarity to the community of government services, initiatives, and projects.

In instances where business or communication effectiveness might be affected, exemptions may be considered. Exemption requests must be accompanied by clear rationale and supported at least at Secretary level for communication and government advertising.

Citizens have limited time to understand who is delivering a message. The NSW Government logo should always be used in place of departmental logos.

Where there are two or more NSW Government agencies involved, use only the NSW Government logo in place of multiple logos. Only in the instances where exemptions have been permitted should another logo appear.

The model

Master brand

Master brand

The master brand is used by all complying agencies that are core to delivering the NSW Government’s vision and purpose.

The NSW Government logo is the only logo present on advertising, project signage and external facing government communications.

Rules

  • The NSW Government logo should be clearly present and dominant on all advertisements, project signage and external facing government communications.
  • No other identity logo should be present on advertisements, project signage and external facing government communications.
  • The agency name can appear as a call to action, but must not dominate.

Co-branding identities

Co-branding identities

Co-branding identities include agencies or entities that have been granted an

exemption, but are required to co-brand in advertising and external facing government communications.

Within co-branding identities,  the agency logo is partnered with the NSW Government logo. The NSW Government

logo is always presented as the dominant or lead brand.

Rules

  • The NSW Government logo is always presented as the dominant or lead brand.
  • The NSW Government logo should be clearly displayed and given prominence.
  • This means placing the NSW Government logo in the most visible and valuable space.
  • The NSW Government Waratah logo must be the more dominant mark. It should always be slightly taller.
  • Agencies are only permitted to use this branding option for advertising and external facing government communications if an official branding exemption has been granted.

Independent

Independent

Agencies that have been granted an official branding exemption for communication and government advertising and are exempt from adhering to these guidelines due to a strong business need.

A small number of agencies (such as courts and oversight bodies) play and important role by being independent from the government. It’s important for this independence to be reflected in their visual identity.

Rules

  • Agencies are only permitted to use this branding option for advertising and external facing government communications if an official branding exemption has been granted.

 

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