It is important the NSW Government brand is used prominently and consistently across government communications.

NSW Government Brand Framework

The NSW Government Brand Framework sets the branding principles and categories for all of NSW Government (agencies, statutory bodies and other government entities). 

Four brand principles set the direction for branding across NSW Government to support customer-centric communications. These include:

  • Recognition – The NSW Government Waratah is the primary brand 
  • Identification – NSW Government communication, services and products are easy for customers to identify
  • Navigation – NSW Government services and products are easy for customers to navigate and provide a consistent experience
  • Accountability – The NSW Government receives recognition and is accountable for what it funds and delivers.

The NSW Government Brand Guidelines explain how to correctly apply the NSW Government brand in communications.

Key elements include:

  • the Waratah logo to be shown prominently on all advertising, project signage and external facing government communications in most circumstances
  • the Waratah logo is the only brand identity to be used in most circumstances
  • the colour logo with red Waratah is to be used.

The NSW Government brand communicates the work we do and creates transparency for how taxpayer funds are being spent. The development of new branding, logos or visual treatments is discouraged unless a customer need can be clearly identified and supported with rationale and evidence. Updates to existing or the creation of new branding, logos or visual devices should not commence without prior consultation with the cluster brand team and NSW Government brand team and a brand exemption granted. 

How to acknowledge funding

All recipients of NSW Government funding for infrastructure and capital works must acknowledge that it came from NSW Government.

If your agency is administering funding schemes such as these you must ensure the recipients of funds adhere do this.

The funding acknowledgment guidelines (PDF 313.51KB) will help you determine what kind of acknowledgement is appropriate for each project. It will outline where signs should be displayed and for how long, and how to obtain NSW Government approval for acknowledgements.

Digital design system

The NSW Government’s Digital Design System contains a digital design style guide that includes advice on colours, layout, typography and the Waratah logo placement.


Need advice?

The NSW Government Brand team can help. Contact us.

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