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
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.
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.
Examples of what your profile picture should look like
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.
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.
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: