NSW NOW and NSW Government

Branding Style Guide

FEBRUARY 2014
A A NSW
NSW Government
Government Branding
Branding Style
Style Guide
Guide
Contents

Introduction 2

The NSW NOW Logo 3

Approved logo styles 4

Logo colour choice 5

Design elements 5

Advertising 6

Example usage 7

Infographics 8

Examples of projects appropriate for NSW NOW branding 9

The NSW Government Corporate Logo 10

Logo colour choice 10

Colour 11

Design elements 12

Creating agency logos 14

Advertising 17

Who does the NSW Government Corporate Logo apply to? 18

Statutory Bodies covered by NSW Government Corporate Logo Guidelines 20

Statutory Bodies, Courts & Tribunals exempt from the

NSW Government Corporate Logo Guidelines 21

Definitions 23

Accessing images and fonts

All images contained in this document are available from Strategic Communications, Department
of Premier and Cabinet. Images are available in EPS, JPG and PNG formats.
Strategic Communications can also provide details of how to obtain the Gotham font.
Phone 02 9228 3437
Email [email protected]
Address
Strategic Communications, Department of Premier and Cabinet
Level 11, Bligh House, 4-6 Bligh Street, Sydney NSW 2000

Published by the NSW Government, September 2013.

Please visit www.advertising.nsw.gov.au to ensure you have the latest version of the guide.

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1 NSW Government Branding Style Guide

 Introduction

This guide has been produced to assist agencies

in the proper and consistent use of the
NSW NOW and NSW Government logos.

The NSW NOW logo was introduced in March 2013

as part of an awareness building campaign targeting
potential investors in NSW from interstate and overseas.
The campaign aims to attract new investment in NSW
by showcasing our strengths and demonstrating our
competitive position.

The NSW NOW logo should be the primary logo

used by agencies to signify the NSW Government’s
involvement in any project, program, event and
announcement that has the potential to drive economic
growth and development.

The NSW Government logo represents the corporate

identity of the NSW Government and is the primary
corporate branding emblem for all NSW Government
agencies and entities. This logo is inspired by the floral
emblem of NSW, which has significance in Aboriginal
history and was adopted as the state flower in 1962.

The primary uses of this logo are for corporate

collateral, including stationery and signage for
Government clusters and departments.

NSW Government Branding Style Guide 2

The NSW NOW Logo

The NSW NOW campaign aims to attract new

investment in NSW by showcasing our strengths and
demonstrating our competitive position. To be effective,
NSW Government agencies need to professionally
integrate the NSW NOW brand into all related
creative and collateral.

Use of the NSW NOW logo is covered by Premier’s Memorandum

M2013-02 NSW NOW. It can be viewed at: www.dpc.nsw.gov.au/
announcements/ministerial_memoranda/2013/m2013-02_nsw_now

The NSW NOW logo should be the primary logo used on all projects,
programs and announcements that have the potential to drive
economic growth and development, including:
1. Policies and programs that target economic growth and promote
confidence in investing in NSW
2. Initiatives that aim to increase the awareness of interstate and
overseas investors of the value of investing in NSW
3. Infrastructure projects
4. Major capital works
5. Any other initiative or announcement that aligns with or enhances
the NSW NOW campaign message and brand.

See page 9 for examples of projects appropriate for

NSW NOW branding.

3 NSW Government Branding Style Guide

 The NSW NOW Logo

Approved logo styles

It is understood that the logo is required to be flexible across a range
of potential applications and to this end, versions have been provided
with varying widths below. Where there is a choice, Style 1 is the
preferred option.

Style 1: Single horizontal line

Style 2: Double horizontal line

Style 3: Triple horizontal line Style 4: Vertical Stack

The logo has been designed for use in colour and in the proportions
above. Other than increasing the size of the strapline font to ensure
readability, the proportions must not be altered without prior
approval from the Strategic Communications branch.

The logo must appear with the strap line ‘The new state of business’.
Similarly, the logo should appear in colour wherever possible.

NSW Government Branding Style Guide 4

The NSW NOW Logo

Logo colour choice

The colour version of the NSW NOW logo is the preferred style. The
logo must appear on a white or light background. Mono and reverse
versions of the logo may only be used where colour reproduction is
not available.

Logo colours
The colours of the NSW NOW logo match the blue and light red of
the NSW Government logo. For colour breakdown in CMYK or RGB,
see below.

Blue RGB CMYK

R=0 C = 100
G = 38 M = 85
B = 100 Y=5
K = 20

Red RGB CMYK

R = 198 C=0
G = 12 M = 100
B = 48 Y = 75
K=4

Design elements
Clear space
Clear space must be maintained around the logo which is no less than
the height of the “N” in NSW contained in the namestyle of the logo.
(See below).

5 NSW Government Branding Style Guide

 The NSW NOW Logo

Minimum size
The minimum size for reproduction of the logo is 10mm (28 pixels)
in height for the horizontal versions, or 10mm in width for the
portrait version.

Interaction with other logos

The NSW NOW logo is the primary logo used to signify Government
involvement in a NSW NOW related project.

The use of the NSW NOW logo alongside the NSW Government
corporate logo is not supported.

Where a government or agency logo is required, agencies should

give priority to NSW NOW and move the agency logo to a secondary
location.

Where a third party or government program logo (that is not a NSW

Government corporate logo) is required, agencies should ensure that
the NSW NOW logo has equal or greater prominence.

Where only one logo can be used to signify government involvement,

the NSW NOW logo replaces the NSW Government corporate logo.

Advertising
Agencies should use the NSW NOW logo when advertising
NSW NOW related activities. Wherever possible, the NSW NOW logo
should appear in full colour and be integrated into the design of
the advertisement.

For display advertising up to a half page tabloid newspaper, the

logo must be a minimum of 15mm in height. For larger scale and
outdoor advertisements, agencies should increase the size of the logo
appropriately to ensure that it retains prominence. Wherever other
logos appear on an advertisement – for instance, partner or sponsor
logos – the NSW NOW logo must be in the most prominent position.

In classified advertising, where the advertisement is in mono, agencies

should use the mono version should of the logo at no less than
10mm in height.

NSW Government Branding Style Guide 6

The NSW NOW Logo

Example usage

Media backdrop Media release

Large format signage

7 NSW Government Branding Style Guide

 The NSW NOW Logo

Infographics
A collection of infographics are available for you to use to promote
relevant projects. Each of the infographics represent a specific key
element of the NSW NOW story. Electronic versions are also available
as required. They may be updated from time to time and users should
check to ensure they have the latest version/s (see page 1 for
contact details).

55% Of the working

age population are
tertiary qualified
New rail projects
North West Rail Link

32%
Of Sydneysiders
speak a second
language HONG KONG MALAYSIA SINGAPORE NSW

NSW economy is larger than

Hong Kong, Malaysia and Singapore

600+
Multinationals have their
regional HQ in Sydney

Sydney has
Australia’s
busiest airport

WestConnex
M4 to Airport
Widening M5
West and M2
40%
Of all Australia’s
international flights

NSW Government Branding Style Guide 8

The NSW NOW Logo

Examples of projects appropriate for

NSW NOW branding
Key initiatives are:

• Trade and investment attraction programs, including websites

and NSW Government international offices.
• Transport infrastructure, including the North West Rail Link,
Westconnex and Bridges for the Bush program.
• Health infrastructure, including hospital redevelopments.
• Education initiatives and infrastructure, particularly relating
to skills and training e.g. TAFE, and international education.
• Arts, culture, sport and recreation initiatives.
• Work identified as part of the Government response to the Industry
Action Plans including the Industry Action Plans for International
Education and Research and the Visitor Economy.
• Planning reforms
• Changes to private sector industrial relations such as construction
industry insolvencies, the Implementation Guidelines to the NSW
Code of Practice for Procurement: Building and Construction; and
workers compensation.
• Economic announcements including Budget Paper 4.
• Regulatory reform initiatives that target cutting the costs of doing
business in NSW and other red tape reduction initiatives.
• Government asset transactions including the sale of ports and
electricity generators.
• Significant public-private partnerships, including the
Sydney International Convention, Exhibition & Entertainment
Precinct redevelopment.

Other initiatives may also be appropriate for the NSW NOW logo
such as Government sponsorship of conferences, advertising, and/or
branding for international missions.

Maintenance of major capital works will be excluded from

NSW NOW logo requirements.

State-owned corporations are encouraged to use the logo wherever

appropriate, utilising the same principles outlined above.

9 NSW Government Branding Style Guide

 The NSW Government
Corporate Logo

Gradient colour logo

This logo is the primary corporate branding emblem

for all NSW Government agencies and entities.
The logo must have a prominent position on agency
corporate communications such as letterheads or licences.

Two colour logo

Logo colour choice
• The gradient colour version of the logo is recommended for use in
larger format pieces.
• When used at less than 50mm in height, a two colour version of the
logo is recommended.
• Colour versions of the logo take precedence over all other versions
for agency communications. The colour logo must appear on a
Mono logo (black) white or light background.
• Mono (black) and reverse (white) versions of the logo may only
be used where colour reproduction is not available, and should be
chosen on the basis of maximum contrast with the background.
• The logo must have a prominent position on agency corporate
communications, except where the NSW NOW logo takes
precedence. See page 3.

Reverse logo (white)

Small version
Use this version when the logo is less than 50mm high.
10mm
The minimum size for reproduction of the logo is 10mm (28 pixels) high.

Small logo It may also be used for printing where limited colours are available.

NSW Government Branding Style Guide 10

The NSW Government Corporate Logo

Colour
The range of colours of the NSW Government corporate logo are
identified in this colour palette and backgrounds.

Logo colour chart

The logo appears in red and blue depending on the version.
The two colour version contains blue and the lighter red.
The gradient contains both reds. For colour breakdown in CMYK or
RGB, see below.

Blue Colour version

RGB CMYK of the logo
R=0 C = 100
G = 38 M = 85
B = 100 Y=5
K = 20

Red RGB CMYK

R = 167 C=5
G = 25 M = 100
B = 48 Y = 71
K = 22

Red Single colour (mono)

RGB CMYK version of the logo
R = 198 C=0
G = 12 M = 100
B = 48 Y = 75
K=4

Mono RGB CMYK

R=0 C=0
G=0 M=0
B=0 Y=0
K = 100

Design colour palette

The design colour palette consists of two mid blues. The
complementary colours are provided for design purposes. For colour
breakdown in CMYK or RGB, see below.

Complementary colours
Mid blue RGB CMYK
R=0 C = 86
G = 161 M=8
B = 222 Y=8
K=0

Light blue RGB CMYK

R = 114 C = 51
G = 199 M=0
B = 231 Y= 1
K=0

11 NSW Government Branding Style Guide

 The NSW Government Corporate Logo

Design elements
Clear space
Clear space must be maintained around the logo which is no less than
the height of the “N” in NSW contained in the namestyle of the logo.

Font
The font used with the NSW Government corporate logo is Gotham.
Agencies and business units must use Gotham in their agency logo.

Arial is the preferred font for digital communications.

Backgrounds
Use the gradients below to create a background for agency
communications, where appropriate.

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The NSW Government Corporate Logo

Stylised use of the logo

The waratah may be used as a stylised graphic device. Colours should
be sourced from the logo colour palette. The minimum that the image
may be cropped is shown below. It must not be rotated or reversed.

Watermark
A watermark of the logo is available and should be reproduced to a
maximum of 15% on light backgrounds or 75% on dark backgrounds.

13 NSW Government Branding Style Guide

 The NSW Government Corporate Logo

Creating agency logos

An agency logo must be presented as a single device
with the NSW Government corporate logo on the left
and the name of the agency or business unit on the
right, divided by a vertical line.

Agency logos must not be rotated, cropped or used as an image

holding device.

Part of the business name of an agency, business unit or project

may be omitted in the logo for design purposes. This may include
“Department”, “Office”, “Ministry”, “NSW” (as it is already a design
element of the logo), “State” or “Government” where appropriate.

Agencies should ensure that official communications carry the full

agency name and the ABN elsewhere in the publication. The common
logo format must include:

• The NSW Government logo at equal or larger height than the name
of the entity.
• The baseline of the logo should align with the baseline of the
lowest line of type for the name of the entity.
• The width in points of the vertical line which divides the logo and
the name of the entity or business unit is 5% of the height of the
vertical line. The vertical line has rounded caps.

For colour versions of the logo the vertical line is the dark blue of the
logo colour palette, and black for single colour (mono) versions.

The vertical line should align with the logo as shown below and be
placed in the centre of the space between the logo and the name of
the entity or business unit.

The space between the logo and the name of the agency or business
unit is equal to the width of a single waratah petal at the base of the
waratah.

NSW Government Branding Style Guide 14

The NSW Government Corporate Logo

Font
Agencies and business units must use Gotham in their agency logo.
The font for the name of an agency or business unit is:

Gotham Medium, 26pt

If the name of an agency or business unit contains ‘and’,
an ampersand should be used. The font for the ampersand is:

Gotham Light, 26pt

For grouped logos:

Gotham Medium, 26pt

The font for the secondary agency is:

Gotham Light, 19pt

Size
The minimum size for reproduction of the logo is 10mm (28 pixels)
in height.

Grouping agency, business unit or projects in a logo

Agencies may wish to develop logos using no more than two names.
This does not need to include the super-agency name.

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 The NSW Government Corporate Logo

Multi-agency involvement
Agencies are required to use the NSW Government logo for
corporate branding.

Agencies must use the NSW Government corporate logo in place of

agency logos where there are two or more agencies involved in a
publication or advertisement.

For instance, if more than one agency sponsors a project with another
state government, only the NSW Government logo should appear
with the other state government logo.

Not Acceptable Acceptable

Using the NSW Government logo with other government jurisdictions,

businesses, SOC logos and non-government organisations is
acceptable using the following guidelines.

Private Sector, State Owned Corporations

and Non-Government Organisations
The logo must be used when interacting with SOC’s, businesses
and non-government organisations for joint activities. Agency
logos should not be used. The logo should be positioned with equal
standing to other logos.

Not Acceptable Acceptable

NSW Government Branding Style Guide 16

The NSW Government Corporate Logo

Recognising the contribution of the NSW Government Supported by the

Agencies should use the NSW NOW logo when recognising
NSW Government contributions to a NSW NOW related activity.
See page 3 for details.

For all other activities, agencies can use the logo below to
acknowledge government support. The NSW Government corporate
logo should take precedence over agency logos.

Advertising
Agencies should use the NSW NOW logo when advertising or
promoting NSW NOW related activities. See page 6 for details.

For all other advertising, agencies are required to include the

NSW Government corporate logo on all print, outdoor and digital
advertising or displays. Wherever possible, the logo should appear in
full colour and be integrated into the design and background of the
advertisement.

For display advertising up to a half page tabloid newspaper, the

logo must be a minimum of 15mm in height. For larger scale and
outdoor advertisements, agencies should increase the size of the logo
appropriately to ensure that it retains prominence. Wherever other
logos appear on an advertisement – for instance, partner or sponsor
logos – the NSW Government corporate logo must be in the most
prominent position.

In classified advertising, where the advertisement is in mono, agencies

should use the mono version should of the logo at no less than
10mm in height.

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 The NSW Government Corporate Logo

Who does the NSW Government

Corporate Logo apply to?
Agencies, statutory bodies, and other government entities are
required to adopt a logo which features the NSW Government
corporate logo only, unless exempt. For information about applying
for exemptions
see page 19.

Government Agencies
The policy applies to all NSW Departments as defined by Schedule 1,
Part 1, Divisions 1 & 2, Public Sector Employment and Management Act
2002, with the exception of the operational arms of the NSW Police
Force, emergency services agencies and NSW Courts and tribunals
and lands reserved under the National Parks and Wildlife Act 1974.

Statutory Bodies
This policy also applies to all Statutory Bodies as per Schedule
2, Public Finance and Audit Act 1983 and Part 2, Public Sector
Employment and Management Act 2002, with the exception of:

• cultural institutions
• parks & venue trusts
• independent regulatory bodies with judicial or
quasi-judicial functions
• industry boards
• university boards
• professional registration organisations or
• superannuation and insurance entities.

A list of included Statutory Bodies is on page 20.

NSW Government Branding Style Guide 18

The NSW Government Corporate Logo

Company and Statutory State Owned Corporations

Company and statutory State Owned Corporations should apply
the logo and may co-brand with existing logos, in the following
circumstances:

• advertising campaigns
• infrastructure and construction works
• building signage
• public education campaigns
• websites.

SOC’s are neither required, nor excluded from use of the logo in other
circumstances.

Other
Any other entity that is wholly controlled by the NSW Government
or subject to ministerial direction with approval of the Secretary,
Department of Premier and Cabinet, may use the logo.

Use of the NSW Government logo by a third party (non-government)

entity must be authorised by a relevant Government agency prior to
its public use.

Exemptions and Omissions

Entities should use the agency logo for all communications unless
evidence to support its omission is approved by the Secretary of
the Department of Premier & Cabinet. An example of evidence for
omission might be market research indicating reduced effectiveness
of an advertising campaign targeting young driver safety if the logo
were to be used.

Applications for exemption should be made to the Secretary,

Department of Premier & Cabinet.

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 The NSW Government Corporate Logo

Statutory Bodies covered by NSW Government

Corporate Logo Guidelines

Barangaroo Delivery Authority NSW Institute of Sport

Cancer Institute NSW Land and Housing Corporation
A catchment management authority under the NSW Self Insurance Corporation
Catchment Management Authorities Act 2003
NSW Trustee and Guardian
Cobar Water Board
Rental Bond Board
Commission for Children and Young People
Residual Business Management Corporation
A corporation constituted under the Growth Centres
Roads and Maritime Services
(Development Corporations) Act 1974
Rural Assistance Authority
Electricity Assets Ministerial Holding Corporation
State Management Council of Livestock Health and
Environmental Trust
Pest Authorities constituted under the
Fair Trading Administration Corporation (FTAC) Rural Lands Protection Act 1998
Film and Television Office (Screen NSW) State Rail Authority Residual Holding Corporation
Forestry Corporation State Records Authority
Government Property NSW State Transit Authority
Home Care Service of New South Wales Sydney Catchment Authority
Independent, Liquor and Gaming Authority Sydney Ferries
Lifetime Care and Support Authority of NSW Sydney Harbour Foreshore Authority
Lord Howe Island Board TAFE Commission
Motor Accidents Authority of NSW Teacher Housing Authority of NSW
Natural Resources Commission Western Sydney Buses
NSW Aboriginal Housing Office Wild Dog Destruction Board
NSW Board of Vocational Education and Training WorkCover Authority of NSW
NSW Dams Safety Committee Workers’ Compensation (Dust Diseases) Board
NSW Food Authority
NSW Government Telecommunications Authority

NSW Government Branding Style Guide 20

The NSW Government Corporate Logo

Statutory Bodies, Courts & Tribunals exempt from

the NSW Government Corporate Logo Guidelines

Part A – Courts & Tribunals (all) Part B – Cultural Institutions Part D – Independent Regulatory or
Oversight Bodies
• Administrative Decisions Tribunal • Art Gallery of NSW Trust
• Audit Office of NSW
• Chief Industrial Magistrate’s Court • Australian Museum Trust
• Community Relations Commission
• Children’s Court of NSW • Library Council of New South Wales
• Election Funding Authority of
• Children’s Court Clinic • NSW Aboriginal Land Council
New South Wales
• Consumer, Trader and Tenancy • Sydney Opera House Trust
• Environment Protection Authority
Tribunal (CTTT)
• Trustees of the Anzac Memorial
• Health Care Complaints
• Coroner’s Court Building
Commission
• District Court of NSW • Trustees of the Museum of
• Independent Pricing and
Applied Arts and Sciences
• Drug Court Regulatory Tribunal of NSW
• Dust Diseases Tribunal • Independent Transport Safety
Part C – Parks & Venue Trusts
Regulator
• Independent Commission
• Centennial Park and
Against Corruption • Information and Privacy
Moore Park Trust
Commission
• Industrial Relations Commission
• Chipping Norton Lake Authority
• Office of Transport Safety
• Judicial Commission of NSW
• Hunter Local Venues Council Investigations
• Land and Environment Court
• Illawarra Local Venues Council • Professional Standards Council
• Local Court of NSW
• Jenolan Caves Reserve Trust
• Local Government Pecuniary
• Luna Park Reserve Trust
Interest and Disciplinary Tribunal
• Parramatta Park Trust
• Mental Health Review Tribunal
• Parramatta Stadium Trust
• NSW Caselaw
• Royal Botanic Gardens and
• NSW Guardianship Tribunal
Domain Trust
• NSW Justice Link
• State Sporting Venues Authority
• Supreme Court of NSW
• Sydney Cricket and Sports Ground
• Victims Compensation Tribunal Trust
• Workers Compensation • Sydney Olympic Park Authority
Commission
• Taronga Conservation Society
Australia (Zoological Parks Board
of New South Wales)
• Wentworth Park Sporting
Complex Trust
• Western Sydney Parklands Trust
• Lands reserved under the National
Parks and Wildlife Act

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 The NSW Government Corporate Logo

Statutory Bodies, Courts & Tribunals exempt from

the NSW Government Corporate Logo Guidelines, cont.

Part E – Professional Registration Part G – University Boards Part H – Superannuation and

Organisation Insurance
• Charles Sturt University Council
• Board of Surveying and Spatial • Liability Management Ministerial
• Board of Trustees of the
Information Corporation
University of Western Sydney
• Building Insurers’ Guarantee • NSW Sporting Injuries Committee
• Council of the Southern Cross
Corporation
University • SAS Trustee Corporation
• Building Professionals Board
• Council of the University of New • Trustees of the Parliamentary
• Legal Profession Admission Board England Contributory Superannuation Fund
constituted under the Legal
• Council of the University of New
Profession Act 2004
South Wales Part I – Other Independent Bodies
• Long Service Corporation
• Council of the University of • Anti Discrimination Board
• Medical Council of NSW Newcastle
• Bureau of Crime, Statistics
• NSW Architects Registration • Council of the University of & Research
Board Technology, Sydney
• Crown Solicitors Officer
• NSW Board of Vocational • Council of the University of (for advices only)
Education and Training Wollongong
• Internal Audit Bureau
• NSW Institute of Teachers • Macquarie University Council
• Legal Aid NSW
• Veterinary Practitioners Board • New South Wales Institute of
• NSW Registry of Births, Deaths
Psychiatry
and Marriages (for seal only)
Part F – Industry Boards • University of Sydney Senate
• NSW Treasury Corporation
• Agricultural industry services
• Public Defenders Office
committee constituted by the
Agricultural Industry Services • Office of the Legal Services
Act 1998 Commissioner

• Mine Subsidence Board • Sheriff of NSW

(for uniforms and clothing only)
• Rice Marketing Board constituted
under the Rice Marketing Act 1983

NSW Government Branding Style Guide 22

The NSW Government Corporate Logo

Definitions
‘Brand’ is the NSW Government brand including logos, symbols,
typography, colour and other identification described in this
document.

‘Agency’ includes NSW Government agencies, departments, statutory

authorities and other entities.

‘Communications’ refers to internal or external communications

including stationery, advertising, publications, signage, digital
and press.

© Crown in right of NSW through the Department of Premier & Cabinet 2013.

This publication is copyright. Other than for the purposes of and subject to the
conditions prescribed under the Copyright Act, no part of it may, in any form or by any
means, be reproduced, altered, manipulated, stored in a retrieval system or transmitted
without prior written consent of the copyright owner. Any inquiries relating to consents
and use of this publication, including by NSW Government agencies must be addressed
to Strategic Communications, Department of Premier and Cabinet.

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23 NSW Government Branding Style Guide