Our identity
In this section: Our identity | Tasmanian Government logo | The Tasmanian brand | This guide | Key terms | Accessibility | Supporting documents | Complementary style documents | Communications in caretaker period | Who does this policy apply to? | Requesting permission to act as a sub-brand |
In a crowded market place, there is nothing more important than our brand
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. 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 Tasmanian Government.
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.
 Vertical version of the Tasmanian Government logo |
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 at www.brandtasmania.com
 Tasmanian Brand pyramid |
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, the Tasmanian Government to ensure the identity remains clear and consistent.
More information, including templates and examples of the use of elements, is available on our website www.communications.tas.gov.au.
| 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. |
| 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 for people with disability and low-literacy is to be considered in the production of all communications.
In particular, the Tasmanian Government must ensure information made available on websites is published in accordance with WCAG 2.0 level AA accessibility requirements.
For further information on accessibility requirements, refer to the Tasmanian Government Communications Policy or your agency’s Disability Action Plan.
The Tasmanian Government Style Guide and Logo Policy is an appendix of the Tasmanian 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.
The Ministerial Stationery Guide is a supporting document to the Tasmanian Government Style Guide and Logo Policy.
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
- TasTAFE
- Housing Connect.
During the period preceding an election for the House of Assembly, the Government assumes a ‘caretaker role’. The business of Government continues and the provision of services remains unchanged. However, caretaker conventions are implemented to protect the apolitical nature of the State Service during an election campaign.
At the beginning of the caretaker period, individual agencies need to review all communications activity, including television and print advertising, newsletters and information on websites, to ensure it is apolitical and does not promote the Government’s policies or emphasise the achievements of the Government or a Minister.
Read the full State Election Caretaker Conventions at www.dpac.tas.gov.au.
Government agencies
The policy applies to the following Tasmanian Government agencies:
- Department of Education
- Department of Health and Human Services
- Department of Justice
- Department of Police and Emergency Management
- Department of Premier and Cabinet
- Department of Primary Industries, Parks, Water and Environment
- Department of Treasury and Finance
- Department of State Growth
- Tourism Tasmania.
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).
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 Manager, Communications and Protocol Unit on behalf of the Secretary, Department of Premier and Cabinet.
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 Tasmanian Government Communications Policy.