4.2.1 Corporate image

Principles
In broad terms, 'identity' refers to logos, logotypes, badges, design elements, symbols, slogans, and other visual and aural identification and promotional features.

Identity applies to all communication or information media such as print, electronic, television, radio and the web, and all communication or information products, including advertising, publications, stationery, audio-visuals, webpages, signage and collateral items such as clothing, car number plates, etc.

A clear and consistent corporate identity enables the public to recognise Tasmanian Government activities, and to improve service to the public by facilitating access to Tasmanian Government programs and services.

The use of clear and consistent corporate identity also ensures effective management of Government-wide priorities, the achievement of savings through standardisation, and the promotion of good management practices in the field of corporate identity and information design.

The current Tasmanian Government logo was introduced in 2006, an evolution of the original thylacine logo introduced in 1997. The logo is a copyright design and has been registered as a trademark under the Trademark Act 1995 (Commonwealth).

Its use on all communication mediums across government builds and maintains a clear and consistent Tasmanian Government brand identity. This enables the public to recognise government initiatives and therefore improves the delivery of, and access to, Government programs and services.

While the logo is a visual communication of the Tasmanian Government’s brand essence, as well as an identifying device, the positioning statement reinforces the message through language. It works strongly in partnership with the logo to create an overall brand image. Using the positioning statement wherever possible in communications (it can also be used separately in addition to use with the logo) conveys a consistent image to the market.
The positioning statement ‘explore the possibilities’, also introduced in 2006, reflects the way Tasmanians view their state and their lifestyle, and expresses their sense of confidence and optimism in the future.

Policy requirements
To maintain a recognisable and unified corporate identity throughout the Tasmanian Government, all Government Departments and agencies must comply with the Tasmanian Government Style Guide and Logo Policy.

The Style Guide has two distinct sets of elements – ‘mandatory’ and ‘flexible’.

There are four mandatory elements, which are not to be changed:

1. logo (including positioning statement)
2. base wave device (exceptions – signage, stationery, TV and web)
3. typography and font
4. colour palette.

The flexible elements are:

1. pictures
2. style (use curves, not boxes)
3. specified water lines
4. texture.

Queries about corporate identity should be directed to the Director - Communications Policy, Department of Premier and Cabinet.