Department of Premier and Cabinet
Category
Department of Premier and Cabinet Circular
Identifier
C2017-03
Status
Active

C2017-03- Improving NSW Government Branding

Description:

To ensure consistency across public sector communications and improve the recognition of NSW Government projects, revised NSW Government Brand Guidelines have been produced. This will ensure the correct use of the NSW Government Waratah logo on all advertising, signage and external facing government communications.

Funding acknowledgement guidelines have also been developed to assist recipients of NSW Government funding for infrastructure and capital works to make the appropriate acknowledgement of government support.

Secretaries and agency heads should ensure their agencies implement the NSW Government Brand Guidelines and Funding Acknowledgement Guidelines prospectively from 7 August 2017. Please note exemptions from any previous whole of government branding guidelines no longer apply.

FunctionCommunicationsSubjectBranding

To ensure consistency across public sector communications and improve the recognition of NSW Government projects, revised NSW Government Brand Guidelines have been produced. This will ensure the correct use of the NSW Government Waratah logo on all advertising, signage and external facing government communications.

Effective from 7 August 2017, the revised NSW Government Brand Guidelines explain the principles behind the brand and how to correctly apply the NSW Government logo in communications. Key updates include:

  • the NSW Government Waratah logo will be shown prominently on all advertising, project signage and external facing government communications
  • the NSW Government Waratah logo is the only brand identity to be used on these assets in most circumstances
  • the ‘Making It Happen’ and ‘NSW NOW’ brands should no longer be used
  • previous agency or advertising branding exemptions no longer apply

Exemptions may only be granted by the Cabinet Standing Committee on Communication and Government Advertising. The Department of Premier and Cabinet branding@dpc.nsw.gov.au should be consulted on any planned exemption applications.

Funding Acknowledgment Guidelines for Recipients of NSW Government Grants have also been developed to ensure consistency in the acknowledgement of funding contributions to projects across the state. NSW Government agencies responsible for administering funding schemes are required to ensure the recipients of funds adhere to the requirements in the new guidelines. In order for there to be a legally binding requirement to acknowledge the Government’s funding, the obligation must be set out in the funding agreement entered into with the funding recipient. Template funding agreements would need to contain an obligation on the part of the funding recipient to acknowledge the NSW Government’s funding and to comply with the Funding Acknowledgement Guidelines in providing that acknowledgement.

Timeframes for implementation

NSW Government agencies are required to implement the NSW Government Brand Guidelines and Funding Acknowledgment Guidelines for Recipients of NSW Government Grants prospectively from 7 August 2017.

Both guidelines are available on the Department of Premier and Cabinet website http://sc.dpc.nsw.gov.au/branding/

For more information contact branding@dpc.nsw.gov.au