Branding on social media

Guidance for social media profile pictures, logos and general branding.

It is important the NSW Government brand is used consistently across social media channels.

While public servants may understand the structure of government and recognise agency boundaries, customers may not. Use the branding guidelines to provide customers with a consistent experience across NSW Government social media channels.

On this page

Profile pictures

Master Brand

NSW Government social media channels must have the NSW Government waratah logo as the profile picture unless a formal brand exemption under the NSW Government Brand Framework has been granted.

Waratah logo without Government for Facebook profile picture


The NSW Only version of the NSW Government logo, which is a version without the word "Government", must be used for social media profile pictures.

To request the logo artwork, email your Cluster brand team or the NSW Government Brand Team

Examples of what your profile picture should look like

On Facebook

Example of what a Facebook profile picture should look like.


On Twitter

Screenshot of SafeWork NSW on Twitter demonstrating correct branding

On Instagram

Screenshot of Transport for NSW on Instagram demonstrating correct branding

On LinkedIn

Screenshot of Create NSW on LinkedIn demonstrating correct branding

On TikTok

How your profile picture should look on TikTok.

On Snapchat

Screenshot of NSW Government on SnapChat demonstrating correct branding

On WeChat

Screenshot of NSW Department of Primary Industries on WeChat demonstrating correct branding

Logos in images

In-feed images on most social media pages do not need the Waratah logo on them, as they will be seen with the profile picture (Waratah logo) or page name alongside them.

There may be instances where your profile picture won't appear next to an image. For example on a Facebook event banner or Facebook groups banner, the profile picture does not appear next to the main image. 

Example of a logo in a picture

In this case, the recommended minimum size of the NSW Only logo version of the NSW Government logo is 45 pixels high on all digital banners. Refer to the NSW Government Visual Identity System for more information about logo sizing.

Logos in video


The type of branding that you need in your video depends on where your video is going to be used.

For campaign advertising, videos should close with the Waratah logo in the last few frames.

For organic social media, videos (both in-feed and disappearing content like stories) don't need a Waratah logo to appear in any frame, even if you advertise the video at a later date. 

For peer-reviewed campaigns, different rules apply. Refer to the advertising section of the Social Media Guidelines.

Account name and handle

You should ensure your account name and handle is easily identifiable as a NSW Government agency. Avoid using acronyms in your account name where possible. You may wish to include ‘NSW Gov’ in your account name, e.g. ‘Sydney Metro - NSW Gov’.

Tone of voice

Writing for social media is slightly different from other types of NSW Government communications. There is more room to be playful with words, reference pop culture, use emojis, and have fun with your audience. 

Tone of voice for each page and persona may vary slightly. In general, we recommend that you:

  • write in plain English
  • use copy that is concise (character limits apply on some platforms and posts that are brief generally perform better)
  • use active voice
  • use friendly, encouraging, supportive or emotive language
  • use a combination of first person plural (‘we’ and ‘our’) and second person singular (‘you’)
  • use contractions (‘that’s’, ‘where’d’, ‘you’re’, ‘can’t’)
  • use colloquial expressions (when appropriate and not offensive), and avoid buzzwords and clichés
  • use humour, word play and references to pop culture (where appropriate)
  • apply correct grammar and punctuation
  • use shortened versions of words where appropriate, ensuring that the message can still be widely understood
  • use emojis (sparingly) if appropriate to the message
  • use numbers as opposed to text (for example, use '9' as opposed to 'nine').

Refer to the NSW Digital Design System for more information about tone of voice.

Brand exemptions

If your agency has a brand exemption, refer to your agency's branding guidelines for:

  • what logo to use for your profile picture
  • advice on using logos in images and videos on social media.

Compliance with the NSW Government Brand Guidelines

Branding on social media should be in line with the NSW Government Brand Guidelines

Need advice?

If you've got questions or a project coming up, contact your cluster brand team or the NSW Government Brand team.

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