Visual imagery

Visual imagery (including photography and videography) is a key component of the Tasmanian Government brand language. Imagery used should reflect the essence of Tasmania as a diverse and inclusive island state.

Visuals to consider are:

  • Tasmanian Aboriginal culture
  • the natural beauty of our island state
  • our diverse and inclusive community
  • our diverse agricultural sector
  • a variety of leading educational institutions
  • a range of sporting and cultural events, galleries and museums
  • technological and scientific innovation
  • infrastructure and built environment, from rural to city life
  • our produce and products
  • our community in all aspects of life
  • our workforce
  • Tasmania as a gateway to Antarctica
  • island textures (close-ups).

Commissioned images should consider government priorities and their potential use beyond one specific project.

The visuals should be of high quality, natural, reflective of our Tasmanian values, not over stylised or edited and well considered to support the subject matter.

A list of Tasmanian Government-owned and operated image libraries is available below under Resources.

Infographics can be used to present information quickly and clearly. Visual imagery should also include a consistent approach to infographics, using a single suite or related items.

Compliance and acknowledgement

When using copyrighted works or licensed products (e.g. images, photographs and fonts) it is the responsibility of the individual agency producing and/or in charge of producing marketing or promotional materials to ensure compliance with the Commonwealth’s Copyright Act 1968 and other relevant laws. This includes, but is not limited to, obtaining any required licences, permissions and/or acknowledgements.

Be mindful of specific conditions relating to:

  • contractual specifications for photographers or artists, including image rights, usage, and ownership
  • appropriate releases and permits (including talent release, location release and filming permits. (see ‘Toolbox’ for examples)
  • applicable period of licensing (including for talent or image use)
  • photos taken for commercial versus private use
  • permissions relating to use of images recorded on private property or certain public locations such as local council property or educational institutions.
Resources

Approval to use image/footage

Image libraries

Inclusive imagery