5. Corporate identity

5.1 Tasmanian Government corporate identity


A clear and consistent corporate identity enables the public to recognise Tasmanian Government activities, and enhances service to the public by improving access to government programs and services and increasing awareness of government policies.

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

The primary Tasmanian Government logo shows an image of the thylacine drinking from a stream and is accompanied by the words Tasmanian Government.

Tasmanian Government logo, in both vertical and horizontal configurations

The logo is a copyright design and has been registered as a trademark under the Trademark Act 1995 (Commonwealth).

Policy requirements

All Tasmanian Government agencies must comply with the Tasmanian Government corporate identity requirements, including the use of the Tasmanian Government logo, as outlined in the Tasmanian Government Style Guide and Logo Policy (the Style Guide).

The Tasmanian Government logo must not be used by non-government organisations unless it is required by an agency to acknowledge government support or sponsorship. In these situations, a ‘supported by’ or ‘sponsored by’ version of the logo must be used as outlined in the Style Guide.

The Style Guide has four mandatory elements:

  • logo
  • font
  • colour palette
  • basewave.

The Style Guide requirements apply to materials including, but not limited to:

  • stationery
  • publications
  • radio, television and press advertising
  • outdoor advertising
  • signage
  • multimedia productions
  • websites and mobile websites
  • social media sites, online advertising and applications
  • branding and collateral.

Queries about corporate identity should be directed to agency communications managers or the Manager, Communications and Protocol Unit (DPAC).


5.2 'Tasmanian' brand

Brand Tasmania as the custodians of the Tasmanian brand are responsible for developing, maintaining, protecting and promoting the Tasmanian brand. The Tasmanian brand differentiates and enhances Tasmania’s appeal and national and international competitiveness. The Tasmanian place brand is designed to communicate messages that promote the value of being ‘Tasmanian’ and the State’s appeal as a place to live and work, visit, learn, trade and invest.

Image of the Tasmania brand word mark.

Policy requirements

The use of the Tasmanian brand is not mandatory in government but agencies can incorporate it in their communications activities where appropriate within the Tasmanian Government design framework. It is important to note that the Tasmanian Government logo is always required on Tasmanian Government communications and marketing materials.

For advice on the Tasmanian brand, please contact Brand Tasmania.

5.3 State symbols


Permission is required to reproduce Tasmania’s official state symbols, including the Tasmanian Coat of Arms.

The Coat of Arms is used by Tasmanian Government authorities (including the State Service Commissioner) and the Judiciary (including the courts) and in the course of official business, to identify the Government’s authority and property. The Coat of Arms is not to be used by any other person or organisation to indicate an affiliation with Tasmania, or to imply Tasmanian Government involvement and/or support.

Use of the Coat of Arms for commercial purposes (e.g. on mementos, souvenirs or collector items or sporting apparel) is not permitted.

Policy requirements

Use or reproduction of the following, by other than Tasmanian Government bodies, requires written permission from the State Protocol Officer, Department of Premier and Cabinet:

  • Coat of Arms
  • Tasmanian flag
  • Tasmanian badge (white shield and Red Lion featured on Tasmanian Flag)
  • Mineral: crocoite (lead chromate)
  • Floral emblem: Tasmanian blue gum (Eucalyptus globulus Labill).

Visit the Department of Premier and Cabinet website for more information on these elements.


State Protocol Office
Department of Premier and Cabinet