Master brand

The master brand is the overarching, corporate Tasmanian Government brand.

This applies to all Tasmanian Government corporate communication and marketing assets and activities including major policies and related activities such as campaigns, public notices, stationery, signage, work wear, merchandise, websites and other digital assets.

The master brand is a base layer which includes all the Tasmanian Government corporate brand elements. Examples of assets which fall under this category are the www.tas.gov.au website and stationery.

Using the master brand as a base, agencies/departments may then apply their departmental style elements, which will create the department brand. The Tasmanian Government corporate brand elements must be used in a consistent manner to ensure a consistent look and feel.

Who: Tasmanian Government

Brand elements

The brand elements listed for print, web, video and social media have to be applied, if required, as per the Tasmanian Government Brand and Communications Policy.

Each ‘group’ will specify what you can (YES) and can’t (NO) do and should (YES) and shouldn’t (NO) use.

  • (YES) Mandatory elements (must be used)
  • (NO) Not required elements (optional)

For details on which Tasmanian Government brand elements need to be used and how, please see below:

Print
  • Tasmanian Government logo bottom right corner (first page) YES
  • Corporate font (Arial or Noto Sans) YES
  • Corporate colour palette YES
  • Consistent visual imagery style YES
  • Accessibility YES
    (ensure there is an accessible version of the document; a professionally designed version is also possible)
Web
  • Tasmanian Government logo header (top left) YES
    (or Tasmanian Government logo and entity name lock-up – refer to Logo on Government Websites section.)
  • Tasmanian Government logo footer (bottom left preferred) YES
  • Corporate font (see Web fonts section) NO
  • Corporate colour palette YES
  • Consistent visual imagery style YES
  • General government links in footer YES
    (see Tasmanian Government websites)
  • Accessibility YES
    (Web Content Accessibility Guidelines (WCAG) AAA recommended and needed if the website is funded or partially funded by the Australian Government; minimum AA is required)
Video
  • Tasmanian Government logo one-second end screen in templated lock-up YES
  • Corporate font (Arial or Noto Sans) YES
    (for any text appearing in the video, excluding captions)
  • Corporate colour palette YES
  • Consistent visual imagery style YES
  • Accessibility YES
    (use captions, alt text, etc)
Social
  • Tasmanian Government logo YES
    (Tasmanian Government logo on the social media account is sufficient)
  • Corporate font (Arial or Noto Sans) YES
    (for any text appearing in tiles)
  • Corporate colour palette YES
  • Consistent visual imagery style YES
  • Accessibility YES
    (e.g. if the caption doesn't cover the contents of the image, alt text may be needed)

Exemptions

In special circumstances exemptions may apply and these should be discussed with your agency’s Communications Manager. Examples where an exemption may apply include:

  • Professionally designed content
  • Campaigns
Master brand application
Screenshot of the Tasmanian Government website homepage tas.gov.au

For more information on how to apply the Tasmanian Government brand go to the Tasmanian Government brand application section in the toolbox.

Resources

For more guidance refer to the Tasmanian Government brand application section in the Toolbox.