Brand hierarchy

The Tasmanian Government corporate brand hierarchy (brand hierarchy) has been developed to show the different groups of government brands and how they are used within the Tasmanian Government’s corporate brand.

The brand hierarchy has been designed to promote, encourage and aid a consistent and easy application of the Tasmanian Government Corporate Brand Identity and Communications Policy across all Tasmanian Government entities and the marketing and communications materials and assets they produce and manage.

The brand hierarchy consists of five brand groups and can be compared to a solar system. The Tasmanian Government corporate brand is the master brand, or the ‘sun’ in the illustration below. The further brand groups are away from the master brand the less impact it has, meaning that fewer master brand elements need to be applied.

brand hierarchy set out like a solar system with the master brand being the sun. followed by department brand, sub brand, endorsed and stand alone. the impact of the master brand (sun) is less the further you get away from it.

Review period

As the Tasmanian Government brand hierarchy is a new addition to the Tasmanian Government Brand and Communications Policy, it needs to be tested and reviewed to make sure it works in a whole-of-government context.

The recommended review period is:

  • first review after 6 months
  • second review after 12 months.

More information

For suggestions, enquiries or clarification, please contact the Communications Unit within the Department of Premier and Cabinet via email: communications@dpac.tas.gov.au