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A - Our identity

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Our identity

In a crowded market place, there is nothing more important than our brand

The Tasmanian Government consists of a wide variety of departments and services, but we share the same goal: to serve the people of Tasmania. Tasmanians have confidence in the credibility and authority of advice, services and information which carries our brand.

The Tasmanian Government Style Guide and Logo Policy has been developed with this in mind.

The first version of the Style Guide and Logo Policy was introduced with the current logo in 2006 to provide a clear and consistent brand identity for the Tasmanian Government. An evaluation of the Style Guide and Logo Policy in 2008 resulted in a revised policy being produced in 2009.

Application of the following formats and rules helps departments create consistent communications that complement each other and clearly identify services and information provided by the State Government.

This guide

The Tasmanian Government Style Guide and Logo Policy has been developed to help apply the elements of the Tasmanian Government brand.

It aims to serve as an aid for those within, and external to, State Government to ensure the identity remains clear and consistent.

This website provides templates and examples of how agencies have applied the elements.

Key terms

Keyword	Interpretation
MUST	The item/approach is mandatory.
MUST NOT	This item/approach must be excluded from use.
SHOULD	Valid reasons to deviate from the item may exist in particular circumstances, but the full implications need to be considered before choosing this course.
SHOULD NOT	Valid reasons to implement the item may exist in particular circumstances, but the full implications need to be considered before choosing this course.
RECOMMENDS/ RECOMMENDED	The specified action is regarded as being best practice in context of the Style Guide and Logo Policy and preferred but not mandatory.
PREFERRED	The specified action is preferred but not mandatory.
FLEXIBLE	The item/approach had been designed to support the mandatory elements, but is optional in application.

Accessibility

Accessibility for people with disability and low-literacy is to be considered in the production of all communications.

For further information on accessibility requirements, refer to the Whole-of-Government Communications Policy or your agency�s Disability Action Plan.

Supporting documents

The Tasmanian Government Style Guide and Logo Policy is an appendix of the Whole-of-Government Communications Policy and should be read in conjunction with this document. The policy articulates the accountability structure for Government communications, including specific procurement requirements for communications services.

Supporting documents include:

Complementary style documents

The following areas of the Tasmanian Government have developed their own style guide to complement this document and extend their own identity.

Skills Tasmania
Service Tasmania
Parks and Wildlife Service
The Training Consortium
TMD
Department of Education � for schools
Department of Health and Human Services
Department of Treasury and Finance.

Tasmanian Government Logo and Positioning Statement

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

The logo is both an identifying device and a visual communication of the Tasmanian brand essence. The accompanying positioning statement, �explore the possibilities�, reinforces this message through language.

Vertical version of the Tasmanian Government logo

Horizontal version of the Tasmanian Government logo

The Tasmanian Brand

The Tasmanian Government Style Guide and Logo Policy is aligned to the broader Tasmanian brand. These values and personality traits reflect our aspirations and should inform our communication development.

For more information see the Brand Tasmania website.

Tasmanian Brand pyramid

Who does this policy apply to?

Government agencies

The policy applies to the following Tasmanian Government agencies:

Other organisations

The logo may be used by:

Government business enterprises (GBEs) as defined in Schedules 1 and 2 of the Government Business Enterprises Act 1995. GBEs and state-owned companies (SOCs) are not compelled to use the Tasmanian Government logo because of their commitment to their own corporate identity, which relates directly to their trading activities.
any other entity that is wholly controlled by the Tasmanian Government or subject to ministerial direction with approval of the Secretary, Department of Premier and Cabinet.

The logo may not be used by any other entity that is not wholly controlled by the Tasmanian Government or subject to direct ministerial control (e.g. joint State/Australian Government/ industry bodies).

Sub-brands

A sub-brand is an area of the Tasmanian Government that has been granted permission to develop its own logo as an extension of the Tasmanian Government branding for operational, communications and/or marketing purposes.

To be recognised as a sub-brand, and therefore develop a sub-brand logo, approval must come from the Secretary, Department of Premier and Cabinet, via the Director, Communications Policy.

There are specific requirements for presenting the sub-brand logo in conjunction with the Tasmanian Government logo, as outlined in this guide. All of the mandatory elements of the Style Guide and Logo Policy must be applied to sub-brand material.

Sub-brand organisations are also required to comply with the broader Whole-of-Government Communications Policy.

Tasmania Police

It is recognised that Tasmania Police requires its own public brand to maintain the integrity of its operations. Its exemption from this Style Guide and Logo Policy is for operational purposes, including operational communication to the public, uniforms and vehicles. Tasmania Police is required to comply as a sub-brand for all departmental communication and marketing, including recruitment.

Tasmanian Government schools

Tasmanian Government schools must comply as sub-brands in their promotion and marketing material.

Approved sub-brands

Approved sub-brands of the Tasmanian Government are:

Tasmania Police Service
Tasmanian Ambulance Service
Tasmania Fire Service
State Emergency Service
Tasmanian Government schools
Parks and Wildlife Service
Tasmania Prison Services
Inland Fisheries Service
Tasmanian Polytechnic
Tasmanian Academy
Tasmanian Skills Institute
Marine and Safety Tasmania
Tasmanian Institute of Sport.

The Tasmanian Ambulance Service, Tasmania Fire Service, State Emergency Service, Tasmania Prison Service, Parks and Wildlife Service and Inland Fisheries Service may use only service-specific logos on vehicles and uniforms. These organisations must comply as a sub-brand in all marketing and communication, i.e. use their brand in conjunction with the Tasmanian Government logo as outlined in this style guide.