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The NSW Government Brand Guidelines

The NSW Government brand helps communicate the work of the government. These guidelines provide direction on when and how to use the NSW Government logo.

Following the NSW Government Brand Guidelines will help ensure:

Combining all the State services under one, clear brand, helps connect the partners and organisations supported by  the NSW Government.

A clear identity allows us to increase awareness and recognition of government services for the community. 

Government institutions  
are created to support citizens. A clear brand helps citizens identify the services they  
can trust.

Clearly displaying the brand on NSW Government funded projects, helps citizens identify how taxpayer funds are being spent to provide services  and initiatives.

Who does this policy apply to?

Agencies, statutory bodies and other government entities are required to use the NSW Government logo in accordance with these guidelines unless a branding exemption has been granted.

This policy applies  to all agencies under the Government Sector Employment  Act 2013

Including:

  • cultural institutions
  • parks and venue trusts
  • independent regulatory bodies with judicial or quasi-judicial functions
  • industry boards
  • professional registration organisations or superannuation and insurance entities
  • other independent bodies.

State-owned corporations should apply the logo and may co-brand with existing logos, in accordance with these guidelines. 

In instances where co-branding is not appropriate, use an endorsement line instead, such as “A NSW state owned corporation”. 

Exemptions for any entity can only be granted by the Minister for Customer Service.

An exemption application requires at least the support of the relevant cluster Secretary. The NSW Government branding team must be consulted in the early stages on any planned exemption applications. 

Begin the conversation at nswgovbranding@customerservice.nsw.gov.au

Brand purpose

We stand together to build a stronger, brighter future. One which our state  and its people deserve.

Driven by shared values,  the NSW Government strives to promote and enable the collective common good.  We aim to listen and learn from the communities we serve, pursuing the best outcomes and creating opportunities that benefit all.

While we are many departments, agencies and individuals, together we are focused on making a real and positive difference. Whether for today, or tomorrow, big or small, the changes we make and the work we do must always be done for the people, well-being, and wealth of our state.

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