Branding

Important mandatory requirement information

This is a Mandatory Requirement. View all Mandatory Requirements…

Common branding applies to the online presence of Australian Government departments, agencies and other bodies (including both FMA Act agencies and CAC Act bodies) through use of the Australian Government Design (the Design). Guidance has been developed to help government agencies ensure the Design is consistently applied in both the offline and online environments.

The intention of common Australian Government branding is to:

  • Strengthen the identity and visibility of the Australian Government’s online presence.
  • Ensure citizens know when they are at an Australian Government website or online initiative.
  • Reduce the complexity of Government structure, creating a simple memorable identity for citizens.
Australian Government design

An example of the Australian Government Design

Why must I?

The Australian Government decided in June 2003 that common branding would apply to Australian Government departments, agencies and other bodies for offline and online use. The Department of the Prime Minister and Cabinet is responsible for administering the branding requirements and AGIMO is responsible for providing guidance on applying those requirements in the online environment.

Use of the Design applies to all Australian Government departments, agencies and other bodies, except in cases where the Department of the Prime Minister and Cabinet has approved an exemption.

What must I do?

Australian Government departments, agencies and other bodies must comply with the common branding policy as detailed in the Australian Government Branding Design Guidelines and the Australian Government Branding Design Guidelines for Online Use (this section of the Web Guide).

How do I?

Branding Design Guidelines (for offline use)

Application of the Design by departments, agencies and other bodies in the online environment should be consistent with application of the Design in the offline environment. The Department of the Prime Minister and Cabinet is responsible for administering the Australian Government Branding Design Guidelines for offline use.

Branding Design Guidelines for Online Use

The Australian Government Branding Design Guidelines for Online Use provide guidance on implementation in the online environment. The guidance is provided in three sections:

Design elements of Australian Government Branding

Applying Australian Government Branding

Implementing Australian Government Branding

Those using the brand should also review the mandatory requirement regarding References to the Australian Government.

Last Reviewed: 2012-09-11