About the 'Tasmanian' brand

The Tasmanian brand is managed by Brand Tasmania, a Tasmanian Government statutory authority established under the Brand Tasmania Act.

Brand Tasmania’s strategy is focussed on bringing the Tasmanian brand to life and it has developed a range of assets and services to help its partners activate the Tasmanian brand in their own work.

These assets and services include workshops, digital assets, individual stories, sector stories, research, brand workbooks, a tone of voice guide, a photography guide, and the Tasmanian Mark. All these assets and resources are available to partners at toolkit.tasmanian.com.au.

The Tasmanian Mark operates as a ‘place of origin’ marker which Brand Tasmania partners can use on their collateral including packaging, digital assets, and signage. The Mark can also be used by Tasmanian Government agencies for administrative, educational, advertising and promotional purposes with approval from Brand Tasmania.

The Tasmanian Mark operates under a set of rules and conditions and with appropriate approval, it may be applicable to use the Tasmanian mark in agency communications for administrative, educational, advertising, and promotional purposes. The use of the Mark must support the promotion of Tasmania as a place to live, work, visit, study, trade with and invest in.

Using the Tasmanian brand in a government context

The Tasmanian mark in the Tasmanian Government context is to be applied as a graphic device. The rules and conditions of the Tasmanian Government Branding and Communications Policy apply. Visit Promotional and graphic devices for more information.

Mandatory elements:

  • Tasmanian Government logo (preferred in mono black or reversed white)
  • Tasmanian Government font

Size and placement position for the Tasmanian Government logo apply.

The rules detailing how to the use the Tasmanian brand in government work have been developed to guide the consistent use of the Tasmanian brand and the application of the Tasmanian Mark across government communications. Both the Tasmanian Mark and the Tasmanian Government master brand are valuable assets and the correct application of the use of the Tasmanian Mark will help our audiences to recognise the work government delivers to the benefit of Tasmanians.

When using the Tasmanian brand (including the Mark), agencies should ensure that consideration has been given to how the use:

  • strengthens Tasmania’s image and reputation; and
  • enhances the attractiveness of Tasmania as a place in which to live, work, study, visit, invest or trade; and
  • maximises the profile, and the competitive position, of Tasmanian goods, services, experiences, and products in local, national, and international markets.
Example of Tasmanian in the context of a report.
Example of Tasmanian in the context of a pull-up banner and a DL roll fold flyer..

If you wish to use the Tasmanian brand (including the Mark):

  • Discuss the appropriateness of use (including language, style and referral to the brand) with your agency Communications Manager.
  • Agency Communications Manager should seek advice from Brand Tasmania if they are unsure whether the proposed use of the Mark is within the scope of the rules applicable to the Mark.
  • If deemed appropriate, contact Brand Tasmania to seek approval for the use of the Tasmanian Mark for your project (no blanket approvals are given so you will need to seek approval for each use of the Mark).
  • Notify the DPAC Communications Unit at communications@dpac.tas.gov.au

You can:

  • use the imagery (Tasmanian Partner Toolkit)
  • adapt the story telling to illustrate Tasmania and Tasmanians in a humble and honest way (Tasmanian Partner Toolkit)
  • use the simple black and white dominated visual language
  • use, if approved, the Tasmanian Mark (use the mark like a graphic device, and only in accordance with the rules).

All Tasmanian Government agencies must:

  • Ensure Tasmanian Government accessibility requirements are met. Visit the accessible and inclusive communication section for more information on accessibility standards.
  • Include Tasmanian Government logo (preferred in mono black or reversed white).

For further advice please contact communications@dpac.tas.gov.au

Exemptions

In special circumstances, such as event sponsorships, exemptions may apply. These should be discussed with your agency Communication Manager or the Communications Unit at DPAC via email communications@dpac.tas.gov.au