ACT Government

territory government of the Australian Capital Territory

📋 2 Guidelines

🔗 Connections

Sector

Public sector

Region

Australia

Country

Australia

Guideline Year

2018 2017

Language

English

Tags

Institution

Official Websites

Brand Guidelines

2018

Brand Summary

Mission
  • The ACT Government aims to represent itself and communicate with the community as ‘one government’, projecting a unified identity to make it easier for the public, visitors, and investors to recognize ACT Government products, services, and entities, and distinguish them from other levels of government and the private sector [^1].
Core Values
  • respect
  • integrity
  • collaboration
  • innovation
Target Audience
  • The target audience includes the community of the ACT, public sector employees, visitors, and investors, as well as audiences outside Canberra for city branding [^2].
Personality Traits
  • professional
  • modern
  • approachable
  • clear
  • consistent
Visual Identity Overview
  • The visual identity is defined by a combination of graphic elements, typeface, colour palette, and logo, used consistently to visually distinguish the ACT Government. The style is clean, professional, and modern, with a focus on geometric shapes, gradients, and a recognizable logo [^3].

Categories

Brand Voice
  • ‘Hero’ videos should be emotive and inspiring, ‘Hub’ videos should educate and captivate and ‘Help’ videos should be insightful and helpful.
  • With this in mind, language in all videos should be clear, simple, conversational and relatable. Focus on entertaining your audience and creating a connection with that one character you defined in the brief.
  • Don’t use formal government language and acronyms or formal government dialogue. Also avoid referring to government directorates or specific government teams. Keep it simple, real and from the ACT Government.
  • The language & tone should be clear, simple, conversational & relatable.
  • Avoid bureaucratic language.
  • Keep it short, snappy and factual.
  • Converse naturally when responding to queries.
Brand Imagery
  • Images should portray a positive and progressive city. while reflecting the diversity and demographics of our community. Remember images are part of our shared visual language and need to be considered in the same way as any other communications material. Determine the purpose of your image by considering the following questions: 3. WHERE? . 1. WHAT . 2. WHO? .
  • BRAND PHOTOGRAPHY PHOTOGRAPHY: STYLE SHOULD BE BEAUTIFUL. EMOTIVE, POSITIVE. FULL COLOUR. PEOPLE FOCUSED. DIVERSE & ENGAGING.
  • Technically, images should be shot to capture a strong central subject in a clean. well composed environment.
  • How you select, frame and light your subject will greatly affect the message you are portraying. Ensure that you consider everything in your image, including signage in the background, prints on t-shirts, graffiti or rubbish, long grass etc. All elements need to be thought through.
  • Consider using the rule of thirds to help place your subject in the strongest position. Avoid framing key elements too close to the edge of the frame and make sure you capture alternative compositions, including horizontal and vertical options.
  • Don’t forget to check the ACT Government online image library, Libris. for existing photos you may be able to use. There’s thousands to choose from! See page 38 for more information.
  • When framing your image think about how the photo will be used. Will it be used for a website banner (cropped horizontally)? Our Canberra (cropped to fit a layout)? Or maybe the front of a publication (room for logos, titles etc)?
  • Don’t think of photography as just taking a snap. Do your preparation before you go on your shoot, pre-visualise what you want, know what the ‘perfect’ image might be. This will help you get better photos.
  • DO crop your photo to remove : distracting background elements DO position your —— subjects using the rule of thirds DON’T include —– distracting/negative elements in the background DO think about the —— message your photo is communicating. DO be careful of DO keep your background elements background clean intersecting with subjects DO keep subjects sharp and in focus
  • Ensure that talent who feature in the image have given consent and signed an ACT Government talent consent form. In the case of children, permission should be obtained by a guardian or parent. (You can download the consent forms at http://sharedservices/ACTGov/Branding/downloads.htm I)
  • Don’t photograph children in a public place without asking permission first. Even if you aren’t directly photographing someone else’s children, let them know what you are doing first.
  • When using an existing image from a library or online, check you have permission to use the image, and talent featured in the photo have signed a consent form. Are there buildings featured that may have property rights associated with them (Parliament House etc)? Ensure that the image is not intended for another use or is the primary graphic in an existing campaign.
  • How have you stored your image? Ensure your image is saved correctly and critical information has been added to the metadata fields of the image so it can be found via a search. See the fuII Photography guidelines for more information about metadata input. These can be downloaded from ACT Government Design & Branding website.
  • Libris is the ACT Government online image and video library.
  • The library currently holds thousands of images and is updated regularly. The majority of these images have keywords and descriptive titles. You can search for images using either locations or regions (Tuggeranong, Gungahlin etc), keywords (bike, park, landscape) or features (horizontal, vertical, etc).
  • Libris is accessible online via a log-in system and allows users to view images.
  • For view access or to download an image contact wholeofgovcomms@act.gov.au
  • Social media platforms used by the ACT Government provide an opportunity to display beautiful imagery within profile pages.
  • The type of imagery chosen to be displayed should be of high quality and relevant to ACT Government projects and initiatives. There is also opportunity to display seasonal imagery, for example an image of the fireworks around New Years Eve or the Civic Christmas tree during the Christmas period. Images used within ACT Government social media platforms that prove to be very popular could also be used.
  • It is important any proposed imagery is modified to fit each social media platform. Image specifications are outlined below.
  • Twitter profiles make use of two images: ► Profile pictures and ► Header images. Approved Government logos should be used for profile images, however header images should be high quality and relevant to ACT Government projects and initiatives.
  • Header image lSOOpx (w) x SOOpx (h) max. 5MB ACT 6.684 302 7,638 26 Government Tweets Photos & videos ACT Government Tweets & replies @) AcT Govemment macigovemment 53m Nominate an indiv or group that’s h Profile picture 400 X 400px JPG or PNC
  • Facebook profiles make use of two images: ► Profile pictures and ► Cover images. Approved Government logos should be used for profile images, however cover images should be high quality and relevant to ACT Government projects and initiatives. Remember Facebook has a policy that cover images may not be made up of more than 20% of the area in text.
  • Cover image 851 px (w) x 315 px (h) ACT Government a ] Elena Home 2o■ Profile picture 400 X 400 px PNG
  • YouTube channel art should be high quality and relevant to ACT Government projects and initiatives.
  • Header image 2560 px (w) x 1440 px (h) JPG or PNG
Color Palette
  • A palette of colours has been developed for use throughout all ACT Government print and digital communications.
  • These colours are an important part of the brand and should be predominant. The primary colours have been marked below with a star.
  • These colours have been chosen to complement the colours in the primary palette, and should not dominate the primary colours.
  • For any one application, the primary colours may be used with no more than two secondary colours to be used as highlights (this includes colours used in gradients).
  • Violet C:89/M:100/Y:1/K:2 R:72/G:45/B:140 #472d8c
  • Charcoal Black 90% R:65/G:64/B:135 #404041
  • Grey C:45/M:35/Y:45/K:5 R:153/G:151/B:137 #999789
  • Red C:10/M:100/Y:100/K:5 R:207/G:31/B:37 #ce1e25
  • Aqua C:86/M:32/Y:42/K:5 R:0/G:130/B:140 #00828c
  • Navy C:100/M:90/Y:15/K:10 R:35/G:57/B:126 #22397e
  • Pink C:35/M:88/Y:0/K:0 R:171/G:67/B:153 #aa4298
  • Light blue C:100/M:0/Y:0/K:0 R:0/G:174/B:239 #00adef
  • Orange C:0/M:72/Y:98/K:0 R:243/G:108/B:35 #f26c23
  • Green C:43/M:6/Y:100/K:0 R:160/G:193/B:59 #9fc13a
  • Yellow C:15/M:13/Y:100/K:0 R:224/G:204/B:33 #dfcb21
  • Please note the brand blue, orange, green and yellow do not meet the WCAG2.0 accessibility guidelines for use on small text against a white background.
  • These colours (or a tint of them) are fine to use as background colours, or as text against a dark background.
  • If in doubt, please check your colour application on the online contrast checker: http://webaim.org/ resources/contrastchecker/
  • Use up to two secondary palette colours as highlights in your document Always use colours from the primary palette as the dominant colours. These are what makes our brand recognisable and consistent.
  • Ensure colours are applied to contrasting backgrounds and are easily readable
  • Use more than two secondary colours in a document (this includes use of gradients)
  • Allow secondary colours to dominate/overpower colours from the primary palette
  • Apply colours to low contrast or similar coloured backgrounds
  • Gradient colours can be created using any two similar colours from the primary and secondary colour palettes.
  • For any one application, only one gradient may be used as a highlight or to add interestto a background.
  • The angled gradient background can be used to add interest to a layout and can be coloured using gradients made up of any two similar colours from the primary/secondary colour palettes. This graphic can be used vertically or horizontally, may be rotated and can also be turned into keylines or used to separate images as shown on the next page.
  • You may apply different treatments to the background graphic.
  • For example: ► Applying keylines and duplicating the graphic (keep keylines light: 0.5pt on A4 and DL documents, lpt on A3 documents) ► Using the graphic to separate or highlight images ► Using a flat colour behind it ► Rotating the graphic or moving the arms on the tangent to create wider/ narrower rays ► Moving the focal point’s position on the page
  • Please ensure to keep the focal point of the graphic (where all the tangents meet) visible on the page as shown below and on the next page.
  • Please refer to ACT Government brand colour palette (pg 14) and apply brand fonts/text styling as outlined on pages 12-13.
  • Only use colours from our brand colour palette (see Design and Brand Guidelines online), and follow the brand type treatment instructions.
Typography
  • HEADINGS MONTSERRAT
  • LETTER WIDTH: 92% LINE SPACING: TIGHT
  • MAIN HEADINGS SHOULD BE ALL UPPERCASE
  • USE A COMBINATION OF LIGHT & BOLD TO CREATE INTEREST.
  • Montserrat Light
  • Montserrat Regular
  • Montserrat Semibold
  • PULL OUT TEXT/INTRO TEXT Montserrat LETTER WIDTH: 100% LINE SPACING: STANDARD
  • Montserrat Light abcdefghijklmnopqrstuvwxyz 1234567890
  • Montserrat Regular abcdefghijklmnopqrstuvwxyz 1234567890
  • Montserrat Semibold abcdefghijklmnopqrstuvwxyz 1234567890
  • Montserrat is a free open licence font and can be downloaded from: fontsquirrel.com/fonts/ montserrat
  • NOTE: All applications of Monserrat should be modified as per the instructions outlined on this page.
  • A typesetting cheat-sheet is available as a working InDesign document and PDF . Please visit the ACT Government branding website to obtain a copy. See page 4 for details.
  • BODY COPY Source Sans Pro
  • Source Sans Pro Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
  • Source Sans Pro Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
  • Source Sans Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
  • NOTE: If your document will be output as a Microsoft Office file, please use the secondary typefaces shown on the next page.
  • HEADINGS ARIAL
  • Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
  • Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
  • BODY COPY Calibri
  • When designing and outputting in Microsoft Office, or when the use of Montserrat/ Source Sans Pro is not possible. use the recommended secondary typefaces. Arial (for headings) and Calibri (for intro text/ body copy).
  • Calibri Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
  • Calibri Semi Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
  • A palette of colours has been developed for use throughout all ACT Government print and digital communications.
  • Please note the brand blue, orange, green and yellow do not meet the WCAG2.0 accessibility guidelines for use on small text against a white background.
  • These colours (or a tint of them) are fine to use as background colours, or as text against a dark background.
  • If in doubt, please check your colour application on the online contrast checker: http://webaim.org/ resources/contrastchecker/
  • Use up to two secondary palette colours as highlights in your document Always use colours from the primary palette as the dominant colours. These are what makes our brand recognisable and consistent.
  • Ensure colours are applied to contrasting backgrounds and are easily readable
  • DO NOT Use more than two secondary colours in a document (this includes use of gradients)
  • DO NOT Allow secondary colours to dominate/overpower colours from the primary palette
  • DO NOT Apply colours to low contrast or similar coloured backgrounds
  • Please refer to ACT Government brand colour palette (pg 14) and apply brand fonts/text styling as outlined on pages 12-13
Logo Usage
  • The ACT Government logo includes the ACT coat of arms surrounded by a circle with the words ‘ACT Government’ beside or below the circle.
  • A wordmark has also been developed to accommodate situations where the logo’s recommended minimum size can not be achieved.
  • The wordmark used in the logo should be unique, consistent and identifiable. For these reasons the typeface chosen for the wordmark and directorate identifiers is not a common font. The logo and all directorate versions will be supplied along with this guide. The logos supplied should not be modified in any way and directorates will not attempt to generate their own version of the logo.
  • Important: All uses of the ACT Government logo on non-ACT Government applications must be verified by the central Communications team. Please contact wholeofgovcomms@act.gov.au for more information.
  • The ACT Government logo: Black Inline Stacked Reversed
  • The ACT Government logo should be used in black or white (reversed).
  • The ACT Government logo should always have prominence over and above other images and graphic elements.
  • An isolation zone has been established to ensure that the integrity of the design is not jeopardised through crowding. The dimension ‘x’ is equal to the height of the ‘ACT’ and is an applicable proportion at any scale.
  • This dimension ‘x’ is used to determine the isolation zone area.
  • The minimum recommended size that the logo should be applied can be determined by the outside diameter of the circular element of the logo. The dimension should be no smaller than 15mm diameter. This recommendation applies to every design form, variation, and all applications of the ACT Government logo.
  • In situations where the minimum recommended logo size cannot be achieved the small wordmark version of the logo should be used. This wordmark is available as a graphic and should be used no smaller than 18mm wide, or 100% of the supplied wordmark size, as shown below. This wordmark logo is available on the ACT Government branding website. See pg 3 for details.
  • Do not warp, twist or distort the proportions of the logo
  • DO NOT change the ratio of the logo elements
  • DO NOT apply the logo any smaller than the recommend minimum size
  • DO NOT rotate the logo. It must always appear level or horizontal to the layout.
  • DO NOT apply the logo in low contrast situations
  • DO NOT apply the logo over complex backgrounds or images that diminish the presence of the logo
  • DO NOT apply drop shadows or similar effects
  • DO NOT blur the logo
Tone And Messaging
  • ‘Hero’ videos should be emotive and inspiring, ‘Hub’ videos should educate and captivate and ‘Help’ videos should be insightful and helpful.
  • With this in mind, language in all videos should be clear, simple, conversational and relatable. Focus on entertaining your audience and creating a connection with that one character you defined in the brief.
  • Don’t use formal government language and acronyms or formal government dialogue. Also avoid referring to government directorates or specific government teams. Keep it simple, real and from the ACT Government.
  • The language & tone should be clear, simple, conversational & relatable.
Brand Values
  • A combination of attributes that represents an organisation, product or service, and portrays its identity. These attributes may include (but are not limited to): the organisation’s name, visual identity, logo, values, reputation, and relationship with its audience.
  • BRAND ■ ., a
  • PERSONALITY REPUTATION PRODUCTS/ SERVICES RELATIONSHIP WITH AUDIENCE VALUES VOICE/ TONE NAME
Visual Style
  • The ACT Government logo should be used in black or white (reversed).
  • The ACT Government logo should always have prominence over and above other images and graphic elements.
  • An isolation zone has been established to ensure that the integrity of the design is not jeopardised through crowding. The dimension ‘x’ is equal to the height of the ‘ACT’ and is an applicable proportion at any scale.
  • This dimension ‘x’ is used to determine the isolation zone area.
  • The minimum recommended size that the logo should be applied can be determined by the outside diameter of the circular element of the logo. The dimension should be no smaller than 15mm diameter. This recommendation applies to every design form, variation, and all applications of the ACT Government logo.
  • In situations where the minimum recommended logo size cannot be achieved the small wordmark version of the logo should be used. This wordmark is available as a graphic and should be used no smaller than 18mm wide, or 100% of the supplied wordmark size, as shown below. This wordmark logo is available on the ACT Government branding website. See pg 3 for details.
  • Do not warp, twist or distort the proportions of the logo
  • DO NOT change the ratio of the logo elements
  • DO NOT apply the logo any smaller than the recommend minimum size
  • DO NOT rotate the logo. It must always appear level or horizontal to the layout.
  • DO NOT apply the logo in low contrast situations
  • DO NOT apply the logo over complex backgrounds or images that diminish the presence of the logo
  • DO NOT apply drop shadows or similar effects
  • DO NOT blur the logo
  • MAIN HEADINGS SHOULD BE ALL UPPERCASE
  • USE A COMBINATION OF LIGHT & BOLD TO CREATE INTEREST.
  • Montserrat is a free open licence font and can be downloaded from: fontsquirrel.com/fonts/ montserrat
  • NOTE: All applications of Monserrat should be modified as per the instructions outlined on this page.
  • A typesetting cheat-sheet is available as a working InDesign document and PDF . Please visit the ACT Government branding website to obtain a copy. See page 4 for details.
  • If your document will be output as a Microsoft Office file, please use the secondary typefaces shown on the next page.
  • When designing and outputting in Microsoft Office, or when the use of Montserrat/ Source Sans Pro is not possible. use the recommended secondary typefaces. Arial (for headings) and Calibri (for intro text/ body copy).
  • A palette of colours has been developed for use throughout all ACT Government print and digital communications.
  • These colours (or a tint of them) are fine to use as background colours, or as text against a dark background.
  • If in doubt, please check your colour application on the online contrast checker: http://webaim.org/ resources/contrastchecker/
  • Use up to two secondary palette colours as highlights in your document Always use colours from the primary palette as the dominant colours. These are what makes our brand recognisable and consistent.
  • Ensure colours are applied to contrasting backgrounds and are easily readable
  • Use more than two secondary colours in a document (this includes use of gradients)
  • Allow secondary colours to dominate/overpower colours from the primary palette
  • Apply colours to low contrast or similar coloured backgrounds
  • Gradient colours can be created using any two similar colours from the primary and secondary colour palettes.
  • For any one application, only one gradient may be used as a highlight or to add interestto a background.
  • The angled gradient background can be used to add interest to a layout and can be coloured using gradients made up of any two similar colours from the primary/secondary colour palettes. This graphic can be used vertically or horizontally, may be rotated and can also be turned into keylines or used to separate images as shown on the next page.
  • You may apply different treatments to the background graphic.
  • For example: ► Applying keylines and duplicating the graphic (keep keylines light: 0.5pt on A4 and DL documents, lpt on A3 documents) ► Using the graphic to separate or highlight images ► Using a flat colour behind it ► Rotating the graphic or moving the arms on the tangent to create wider/ narrower rays ► Moving the focal point’s position on the page
  • Please ensure to keep the focal point of the graphic (where all the tangents meet) visible on the page as shown below and on the next page.
Iconography
  • lcons used in ACT Government infographics are simple and stylised. Most are glyphs derived from the typeface “Fcnt/wvesorne”
  • FontAwesome is a free open licence font and can be downloaded from: fortawesome.githu b. io/Fo nt-Awesome
  • Please ensure any individually drawn icons align stylistically to the icons shown on this page.
Layout And Composition
  • The ACT Government logo should always have prominence over and above other images and graphic elements.
  • An isolation zone has been established to ensure that the integrity of the design is not jeopardised through crowding. The dimension ‘x’ is equal to the height of the ‘ACT’ and is an applicable proportion at any scale.
  • This dimension ‘x’ is used to determine the isolation zone area.
  • The minimum recommended size that the logo should be applied can be determined by the outside diameter of the circular element of the logo. The dimension should be no smaller than 15mm diameter. This recommendation applies to every design form, variation, and all applications of the ACT Government logo.
  • In situations where the minimum recommended logo size cannot be achieved the small wordmark version of the logo should be used. This wordmark is available as a graphic and should be used no smaller than 18mm wide, or 100% of the supplied wordmark size, as shown below.
  • Do not warp, twist or distort the proportions of the logo
  • DO NOT change the ratio of the logo elements
  • DO NOT apply the logo any smaller than the recommend minimum size
  • DO NOT rotate the logo. It must always appear level or horizontal to the layout.
  • DO NOT apply the logo in low contrast situations
  • DO NOT apply the logo over complex backgrounds or images that diminish the presence of the logo
  • DO NOT apply drop shadows or similar effects
  • DO NOT blur the logo
  • Logo sizing and ACT Government Logo positioning should or Directorate logo: be as shown in line black on left.
  • Chief Minuter, Treasury and Economic Development Line 1: Directorate name PO Box 1aCarbea AT 2609 [ phone 112281 [ act.gev.au Source Sans Pro Semi-bold 12pt I 70% black Chief Minister Treasury and Economic Development Line 2: address I phone I website PO Box 158 Canberra ACT 2601 ] phone: 132 281 [ act gov au Source Sans Pro Light 12pt (13pt leading) [ black ET ,——————————- 15mm
  • ACT Government Logo or Directorate logo: E “’, ninebiackI 8 (GE:) %-J ACT Directorate oiemmen logo may Line l: Source Sans Pro Semi-bold lOpt I 70% black Longfirstname Longsurname I Job title be used in Line 2: Source Sans Pro Semi-bold 8pt (1Opt leading) I black Recruitment Services I Shared Services place of ACT Lines 3-7: Source Sans Pro Light 8pt (10pt leading) I black T (02) 0000 0000 I M 0400 000 000 I F (02) 6200 0000 Government (descriptors: Source Sans Pro Semi-bold I black) A Address line one Address line 2 logo. ET E longfirstname.longsurname@act.gov.au I act.gov.au E “’’—————— 90mm 10mm 15mm c’ E I 1 ACT Government Logo or Directorate logo: in line black If unclaimed please return to GPO Box 158 Canberra ACT 2601 Address: Line 1 Source Sans Pro Light 6 5pt [ black Line 2 Source Sans Pro Light 7 5pt (10pt leading) ] black □
  • Main heading Calibri 24pt Heading -Calibri 15pt (single spacing and bold sentence case) Statement ends Media contacts: Name Surname T (02) 6222 2222 M 0400 000 000 name@act.gov.au Main heading Calibri 24pt Heading -Calibri 15pt (single spacing and bold sentence case) 222:’.“cc.-.. vi–n–9 Act Legislative Assembly Header and footer will be_ILondon Circuit, Canberra ACT 2601, Australia. GPO Box 1020, Canberra ACT 2601, Australia I Phone (02) 62000000 Email xxooocx@act.gov.au supplied with templates eooooox [} ox.oo.ox.MA [5] *xx.oox
  • All text: Calibri 9pt Colour: Grey (R: 89, G:89, B:89) 1stLine (Bold) Name [ Title :_]First name Surname [ Title 2nd Line Phone [ Email’-Phone. 02 6222 2222 [ Email. name@act.gov.au 3rd Line: (Bold) Department I Directorate I ACT Government Department I Directorate Name I ACT Government 4th Line: Address I Postal address I website Address Suburb I Postal address Suburb ACT 2601 I act.gov.au
Co Branding
  • Government agencies wishing to develop their own logo to use with the ACT Government logo must apply for co-branding approval. Please see page 24 for procedure required to gain co-branding approval.
  • All new ACT Government logo lock-ups should be verified via the central Communications team. For information contact wholeofgovcomms @act.gov.au
  • The secondary logo should be no bigger than 90% of the ACT Gov logo and aligned with the centre vertical axis as shown. The secondary logo should not visually dominate the ACT Gov logo. Please observe ACT Gov logo guidelines as outlined on pg 8 of this document. Add a 0.5pt black keyline to separate the two logos.
  • To be considered for co-branding or exemption, the organisation’s Director-General must seek approval from the Head of the ACTPS.
  • Co-branded or stand-alone social media accounts and websites may only be established by government entities who have approved co-branding or branding-exempt status.
  • Address all criteria that apply in a brief from your Director-General to the Head of Service. Whole of Government Communications will coordinate all co-branding or exemption applications. Please liaise with your Communications Unit for guidance regarding the process within your directorate.
  • Contact us for more information about co-branding or branding exemptions. See page 3 for details.
  • Criteria for co-branding or exemption 1. The brand is used in a commercial operation and essential for marketing activities. 2. Statutory Authorities that operate independently from the ACT Government. 3. Demonstrated brand equity within a particular community e.g. school community. 4. Destination marketing. 5. Reliance on charitable donations and currently on the Deductible Gifts Register.
  • Programs, services campaigns & events do not need to apply for co-branding. Programs can be visually independent from the ACT Government brand, provided they meet the criteria and adhere to the rules outlined on pg 26.
Signage
  • Separate Signage Guidelines have been developed for all Capital Works projects undertaken by the ACT Government. Please refer to attachment ‘A’, or visit the ACT Government branding website (details on page 3) to view the full document and resources.
  • ACT Government [INSERT PROJECT NAME IN UPPERCASE -MAXIMUM 3 LINES] [INSERT BRIEF DESCRIPTION OF WORKS IN PROGRESS UPPERCASE -MAXIMUM 4 LINES] /4====.;-•o•’-•l Phone:[Insert phone number here] Principal contractor: [Insert company name here] Site contact: [Insert name of principal contractor here] Design consultant: [Insert company name here] AN ACT GOVERNMENT PROJECT FOR THE CANBERRA COMMUNITY
  • [INSERT PROJECT NAME IN UPPERCASE -MAXIMUM 3 LINES) [INSERT BRIEF DESCRIPTION OF WORKS IN PROGRESS UPPERCASE -MAXIMUM 4 LINES] ovum0pealduktroar.resttangy ha. he nocosmosmartnwreofgrrcpu4oar8CurHe Oipeoononama.ratcompanynamehere AN ACT GOVERNMENT PROJECT FOR THE CANBERRA COMMUNITY
  • [INSERT PROJECT NAME IN UPPERCASE -MAXIMUM 3 LINES] [INSERT BRIEF DESCRIPTION OF WORKS IN PROGRESS UPPERCASE -MAXIMUM 4 LINES] Sponsoring Directorate: [Insert directorate name here] Procurement and Capital Works: Phone: [Insert phone number here ] Principal contractor: [Insert company name here] Site contact: [Insert name of principal contractor here] Design consultant: [Insert company name here] AN ACT GOVERNMENT PROJECT FOR THE CANBERRA COMMUNITY
  • NEW AMBULANCE. FIRE & RESCUE STATION OPENING 2016
Stationery
  • 210mm 15mm 23mm Directorate .——————————-, E ’ s : letterhead example. j Logo sizing and ACT Government Logo positioning should or Directorate logo: be as shown in line black on left. I E E Chief Minuter, Treasury and Economic Development Line 1: Directorate name PO Box 1aCarbea AT 2609 [ phone 112281 [ act.gev.au Source Sans Pro Semi-bold 12pt I 70% black Chief Minister Treasury and Economic Development Line 2: address I phone I website PO Box 158 Canberra ACT 2601 ] phone: 132 281 [ act gov au Source Sans Pro Light 12pt (13pt leading) [ black ET ,——————————- 15mm
  • 7mm 15mm I—- ET ACT Government Logo or Directorate logo: E “’, ninebiackI 8 (GE:) %-J ACT Directorate oiemmen logo may Line l: Source Sans Pro Semi-bold lOpt I 70% black Longfirstname Longsurname I Job title be used in Line 2: Source Sans Pro Semi-bold 8pt (1Opt leading) I black Recruitment Services I Shared Services place of ACT Lines 3-7: Source Sans Pro Light 8pt (10pt leading) I black T (02) 0000 0000 I M 0400 000 000 I F (02) 6200 0000 Government (descriptors: Source Sans Pro Semi-bold I black) A Address line one Address line 2 logo. ET E longfirstname.longsurname@act.gov.au I act.gov.au E “’’—————— 90mm 10mm 15mm c’ E I 1 ACT Government Logo or Directorate logo: in line black If unclaimed please return to GPO Box 158 Canberra ACT 2601 Address: Line 1 Source Sans Pro Light 6 5pt [ black Line 2 Source Sans Pro Light 7 5pt (10pt leading) ] black □
  • Artwork templates are available from the ACT Government branding website. See pg 3 for details.
  • All text: Calibri 9pt Colour: Grey (R: 89, G:89, B:89) 1stLine (Bold) Name [ Title :_]First name Surname [ Title 2nd Line Phone [ Email’-Phone. 02 6222 2222 [ Email. name@act.gov.au 3rd Line: (Bold) Department I Directorate I ACT Government Department I Directorate Name I ACT Government 4th Line: Address I Postal address I website Address Suburb I Postal address Suburb ACT 2601 I act.gov.au
Publication Examples
  • 5B PUBLICATION EXAMPLES
  • LAYOUT> PUBLICATIONS & COLLATERAL
  • BUDGET 2017 COLLATERAL SUITE
  • OUR VISION FOR CANBERRA: ca3REM 9# eweb BUDGET 2016-17 20% 1ls -2-.a •–·-··.. AperoeI#.nuken@.-6hulaemi.-a.«e«n+.-. tea.mas-am.agas-a..-4.489–®acr ) hep-..kpe•/ye1e. ..4pm Australian Cap ital Territory BUDGET 2016-17
  • LAYOUT > CORPORATE BROCHURES
  • A4 COVER EXAMPLES
  • Please refer to ACT Government brand colour palette (pg 14) and apply text styling as outlined on pages 12-13.
  • INTERNAL SPREADS
  • A typesetting cheat-sheet is available as an Adobe lnDesign document and PDF. Please visit the ACT Government branding website to obtain a copy. See page 4 for details.
  • DL BROCHURE COVER EXAMPLES
  • LAYOUT > INTERNAL SPREADS
  • EXAMPLES OF HOW THE ACT GOVERNMENT BRAND MAY BE APPLIED TO DOCUMENT LAYOUTS
Annual Reports
  • Artwork templates will be updated annually and will be made available to Directorates.
  • 2016 concept shown here. Updated design and templates will be provided annually.
  • Directorates each have unique feature colours. icons & imagery for their reports.
  • INTERNAL PAGES Artwork templates will be updated annually and will be made available to Directorates. 2018 example shown here. Updated design and templates will be provided annually.
Email Signatures
  • All text: Calibri 9pt Colour: Grey (R: 89, G:89, B:89) 1stLine (Bold) Name [ Title :_]First name Surname [ Title 2nd Line Phone [ Email’-Phone. 02 6222 2222 [ Email. name@act.gov.au 3rd Line: (Bold) Department I Directorate I ACT Government Department I Directorate Name I ACT Government 4th Line: Address I Postal address I website Address Suburb I Postal address Suburb ACT 2601 I act.gov.au
Web And Digital
  • In November 2018, the Strategic Board endorsed the Single Public Face (SPF) 2.0 framework.
  • SPF 2.0 is the foundation to redevelop and present a more unified and coordinated ‘One Government’ approach to ACT Government digital channels, including all websites.
  • This section of the Guidelines will be updated in early 2018 with documentation and links to new resources including the new stylesheets, templates, and examples. In the meantime, for more information please contact the CMTEDD Digital team spf2@act.gov.au
Video Guidelines
  • Separate Video Guidelines have been developed in addition to the information shown in this section. Please refer to the ‘Video production tools and templates’ link on the templates page of the ACT Government Design & Branding website for the full guidelines and resources.
  • When planning video content. use the ‘Hub Hero Help’ model of categorising video (or any type of) content. This helps to better identify, plan. produce. schedule and distribute content.
  • This content model also helps to allocate appropriate resources, expectation management with stakeholders, and speeds up approvals and production, especially for Help content.
  • Hero is your go big, mass targeted content with the objective of attracting attention and new audiences. It will invariably attract more resources and should be polished and professionally produced. It should entertain and inspire, be distributed across a number of channels for maximum exposure and used for your most important projects.
  • Hub is content for regular campaigns that serve as reminders to our core and secondary audiences on what you do and what you stand for. Videos are usually evergreen, focussed on storytelling and shouId educate and captivate. They can also be episodic or series based content.
  • Help is ‘always on’, every day content that explains, describes and helps. It should be insightful and helpful. It gives our core audience the answers they are looking for and educates them on stuff that helps make their lives easier. For example it can be in the form of ‘did you know’ or ‘how to’ style videos.
  • To assist you with video production in each of these content types, refer to the Work flows section of the fu II Video Production Guidelines (downloadable from the ACT Goverment branding website). These outline the key steps, tools and tasks needed to get a video produced quickly and easily with minimal roadblocks.
  • Be creative in delivering the message in the most entertaining and engaging way that your audience can relate to. However, let’s ensure all ACT Government videos have consistent elements within ACT Government Design and Brand Guidelines.
  • If your video supports a program or campaign it may be exempt from the ACT Government Design and Brand Guidelines. Check out the exceptions and variations section of these guidelines for more information.
  • That means make it look like it’s in Canberra, is representative of the Canberra community, has a Canberra feel, showcases the Canberra lifestyle or is about Canberra or Canberrans.
  • 85% of videos on Facebook are viewed with no sound, so turn captions on
  • Refer to the colour section of these guidelines for the brand font and colour palette options.
  • If you think an alternative font is more appropriate for your video, please provide justification in your pitch summary and get it approved and get in touch with the Whole of Government Communications team for advice and approval.
  • To ensure that as many people as possible in the community can enjoy our videos, it’s important to consider font colour, font size and other visual elements.
  • Ensure all text overlays are easily readable, meet the accessible contrast ratios, and are legible at minimum viewing size.
  • Always use captions in your video (even with great sound), especially for social media. 85% of videos on Facebook are viewed with no sound, so turn captions on and if possible, create a storyboard for your video that works well with no sound.
  • Videos uploaded to YouTube and Facebook allow you to transcribe captions onto the video during the upload process. For videos uploaded on other platforms, or housed on internal webpages, it is best practice to include a transcript in word and text format.
  • As a general rule all published video content needs to have the ACT Government logo and the name of the commissioning directorate. Not only is this good practice, but a requirement under the Campaign Advertising Act.
  • All ACT Government videos should ensure the following are clearly visible for a minimum of 2 seconds at the end of your video: ► ACT Government logo ► name of the commissioning Directorate (in small plain text) ► a website (if applicable)
  • You can choose from the three tail screen layout options shown in the examples on the right.
  • The ACT Government logo must be used on all external focused communications (including video) & all communications where two or more directorates are involved. Directorate logos may be used for internal communications.
  • Font usage Website: Montserrat Semi-bold Directorate name: Montserrat Regular (smaller text)
  • Allow a clear space all around of l.Sx the shown x-height.
  • Using the “rule of thirds”, place the logo in the centre section.
  • Only use this option where the background footage is clean and will allow the elements to be seen/read clearly.
  • Using the “rule of thirds”, place the logo in any one of the corner sections, and arrange the remaining elements accordingly. Ensure sufficient contrast between the elements and the background, that elements are aligned, and maintain the minimum space requirements shown in the example below.
  • Please note: All three tail screen templates are available for download from the ACT Government Design & Brand Guidelines website.They are also uploaded as resources on the Shootsta Hub.
  • A call to action screen can be placed before the tail screen. Please ensure type treatment is consistent throughout your video.
  • ‘Hero’ videos should be emotive and inspiring, ‘Hub’ videos should educate and captivate and ‘Help’ videos should be insightful and helpful.
  • With this in mind, language in all videos should be clear, simple, conversational and relatable. Focus on entertaining your audience and creating a connection with that one character you defined in the brief.
  • Don’t use formal government language and acronyms or formal government dialogue. Also avoid referring to government directorates or specific government teams. Keep it simple, real and from the ACT Government.
  • The language & tone should be clear, simple, conversational & relatable.
  • All video content should be shot in high definition, either on a camera, tablet or mobile device.
  • Quality should not be lower than 1920x1080, and shot in a 16:9 ratio.
  • Audio can be the hardest part of video production. Poor sounding audio can ruin even the best of videos. When shooting your video be aware of your environment and background sounds, use microphones, shoot with headphones so you can pick up on random sounds that may affect your audio, and do a test and playback before getting started with your talent.
  • All web video should be a maximum of up to two minutes and no more than three.
  • A live video can be longer if needed.
  • If the video is for social media, aim for around 60 seconds.
  • Also consider modified videos for different channels. For example publish the three minute video on YouTube but create a 45 second for Facebook that links to the longer version if needed.
  • Remember that the current average view time for Facebook videos is currently less than 14 seconds, so avoid openers and long introductions and hook your audience in the first seven seconds.
  • For a social media video, aim for 45-60 seconds
Photography Guidelines
  • Images should portray a positive and progressive city. while reflecting the diversity and demographics of our community. Remember images are part of our shared visual language and need to be considered in the same way as any other communications material. Determine the purpose of your image by considering the following questions: 3. WHERE? . 1. WHAT . 2. WHO? .
  • BRAND PHOTOGRAPHY PHOTOGRAPHY: STYLE SHOULD BE BEAUTIFUL. EMOTIVE, POSITIVE. FULL COLOUR. PEOPLE FOCUSED. DIVERSE & ENGAGING.
  • Technically, images should be shot to capture a strong central subject in a clean. well composed environment.
  • How you select, frame and light your subject will greatly affect the message you are portraying. Ensure that you consider everything in your image, including signage in the background, prints on t-shirts, graffiti or rubbish, long grass etc. All elements need to be thought through.
  • Consider using the rule of thirds to help place your subject in the strongest position. Avoid framing key elements too close to the edge of the frame and make sure you capture alternative compositions, including horizontal and vertical options.
  • Don’t forget to check the ACT Government online image library, Libris. for existing photos you may be able to use. There’s thousands to choose from! See page 38 for more information.
  • When framing your image think about how the photo will be used. Will it be used for a website banner (cropped horizontally)? Our Canberra (cropped to fit a layout)? Or maybe the front of a publication (room for logos, titles etc)?
  • Don’t think of photography as just taking a snap. Do your preparation before you go on your shoot, pre-visualise what you want, know what the ‘perfect’ image might be. This will help you get better photos.
  • DO crop your photo to remove : distracting background elements DO position your —— subjects using the rule of thirds DON’T include —– distracting/negative elements in the background DO think about the —— message your photo is communicating. DO be careful of DO keep your background elements background clean intersecting with subjects DO keep subjects sharp and in focus
  • Ensure that talent who feature in the image have given consent and signed an ACT Government talent consent form. In the case of children, permission should be obtained by a guardian or parent. (You can download the consent forms at http://sharedservices/ACTGovt/Branding/downloads.htm I)
  • Don’t photograph children in a public place without asking permission first. Even if you aren’t directly photographing someone else’s children, let them know what you are doing first.
  • When using an existing image from a library or online, check you have permission to use the image, and talent featured in the photo have signed a consent form. Are there buildings featured that may have property rights associated with them (Parliament House etc)? Ensure that the image is not intended for another use or is the primary graphic in an existing campaign.
  • How have you stored your image? Ensure your image is saved correctly and critical information has been added to the metadata fields of the image so it can be found via a search. See the fuII Photography guidelines for more information about metadata input. These can be downloaded from ACT Government Design & Branding website.
Infographics
  • Infographics work well to communicate key messages simply. quickly and with maximum impact at a glance. In the ACT Government. infographics have been used successfully in publications. online and in social media. to support a wide range of communication strategies.
  • Please refer to ACT Government brand colour palette (pg 14) and apply brand fonts/ text styling as outlined on pages 12-13.
  • lcons used in ACT Government infographics are simple and stylised. Most are glyphs derived from the typeface “Fcnt/wvesorne”
  • FontAwesome is a free open licence font and can be downloaded from: fortawesome.githu b. io/Fo nt-Awesome
  • Please ensure any individually drawn icons align stylistically to the icons shown on this page.

2017

Brand Summary

Mission
  • The ACT Government aims to represent itself and communicate with the community as ‘one government’, projecting a unified identity to make it easier for the public, visitors, and investors to recognize ACT Government products, services, and entities, and distinguish them from other levels of government and the private sector [^1].
Core Values
  • respect
  • integrity
  • collaboration
  • innovation
Target Audience
  • The target audience includes the community of the ACT, public sector employees, visitors, and investors, as well as audiences outside Canberra for city branding [^2].
Personality Traits
  • professional
  • modern
  • approachable
  • clear
  • consistent
Visual Identity Overview
  • The visual identity is defined by a combination of graphic elements, typeface, colour palette, and logo, used consistently to visually distinguish the ACT Government. The style is clean, professional, and modern, with a focus on geometric shapes, gradients, and a recognizable logo [^3].

Categories

Brand Voice
  • ‘Hero’ videos should be emotive and inspiring, ‘Hub’ videos should educate and captivate and ‘Help’ videos should be insightful and helpful.
  • With this in mind, language in all videos should be clear, simple, conversational and relatable. Focus on entertaining your audience and creating a connection with that one character you defined in the brief.
  • Don’t use formal government language and acronyms or formal government dialogue. Also avoid referring to government directorates or specific government teams. Keep it simple, real and from the ACT Government.
  • The language & tone should be clear, simple, conversational & relatable.
  • Avoid bureaucratic language.
  • Keep it short, snappy and factual.
  • Converse naturally when responding to queries.
Brand Imagery
  • Images should portray a positive and progressive city. while reflecting the diversity and demographics of our community. Remember images are part of our shared visual language and need to be considered in the same way as any other communications material. Determine the purpose of your image by considering the following questions: 3. WHERE? . 1. WHAT . 2. WHO? .
  • BRAND PHOTOGRAPHY PHOTOGRAPHY: STYLE SHOULD BE BEAUTIFUL. EMOTIVE, POSITIVE. FULL COLOUR. PEOPLE FOCUSED. DIVERSE & ENGAGING.
  • Technically, images should be shot to capture a strong central subject in a clean. well composed environment.
  • How you select, frame and light your subject will greatly affect the message you are portraying. Ensure that you consider everything in your image, including signage in the background, prints on t-shirts, graffiti or rubbish, long grass etc. All elements need to be thought through.
  • Consider using the rule of thirds to help place your subject in the strongest position. Avoid framing key elements too close to the edge of the frame and make sure you capture alternative compositions, including horizontal and vertical options.
  • Don’t forget to check the ACT Government online image library, Libris. for existing photos you may be able to use. There’s thousands to choose from! See page 38 for more information.
  • When framing your image think about how the photo will be used. Will it be used for a website banner (cropped horizontally)? Our Canberra (cropped to fit a layout)? Or maybe the front of a publication (room for logos, titles etc)?
  • Don’t think of photography as just taking a snap. Do your preparation before you go on your shoot, pre-visualise what you want, know what the ‘perfect’ image might be. This will help you get better photos.
  • DO crop your photo to remove : distracting background elements DO position your —— subjects using the rule of thirds DON’T include —– distracting/negative elements in the background DO think about the —— message your photo is communicating. DO be careful of DO keep your background elements background clean intersecting with subjects DO keep subjects sharp and in focus
  • Ensure that talent who feature in the image have given consent and signed an ACT Government talent consent form. In the case of children, permission should be obtained by a guardian or parent. (You can download the consent forms at http://sharedservices/ACTGov/Branding/downloads.htm I)
  • Don’t photograph children in a public place without asking permission first. Even if you aren’t directly photographing someone else’s children, let them know what you are doing first.
  • When using an existing image from a library or online, check you have permission to use the image, and talent featured in the photo have signed a consent form. Are there buildings featured that may have property rights associated with them (Parliament House etc)? Ensure that the image is not intended for another use or is the primary graphic in an existing campaign.
  • How have you stored your image? Ensure your image is saved correctly and critical information has been added to the metadata fields of the image so it can be found via a search. See the fuII Photography guidelines for more information about metadata input. These can be downloaded from ACT Government Design & Branding website.
  • Libris is the ACT Government online image and video library.
  • The library currently holds thousands of images and is updated regularly. The majority of these images have keywords and descriptive titles. You can search for images using either locations or regions (Tuggeranong, Gungahlin etc), keywords (bike, park, landscape) or features (horizontal, vertical, etc).
  • Libris is accessible online via a log-in system and allows users to view images.
  • For view access or to download an image contact wholeofgovcomms@act.gov.au
  • Social media platforms used by the ACT Government provide an opportunity to display beautiful imagery within profile pages.
  • The type of imagery chosen to be displayed should be of high quality and relevant to ACT Government projects and initiatives. There is also opportunity to display seasonal imagery, for example an image of the fireworks around New Years Eve or the Civic Christmas tree during the Christmas period. Images used within ACT Government social media platforms that prove to be very popular could also be used.
  • It is important any proposed imagery is modified to fit each social media platform. Image specifications are outlined below.
  • Twitter profiles make use of two images: ► Profile pictures and ► Header images. Approved Government logos should be used for profile images, however header images should be high quality and relevant to ACT Government projects and initiatives.
  • Header image lSOOpx (w) x SOOpx (h) max. 5MB ACT 6.684 302 7,638 26 Government Tweets Photos & videos ACT Government Tweets & replies @) AcT Govemment macigovemment 53m Nominate an indiv or group that’s h Profile picture 400 X 400px JPG or PNC
  • Facebook profiles make use of two images: ► Profile pictures and ► Cover images. Approved Government logos should be used for profile images, however cover images should be high quality and relevant to ACT Government projects and initiatives. Remember Facebook has a policy that cover images may not be made up of more than 20% of the area in text.
  • Cover image 851 px (w) x 315 px (h) ACT Government a ] Elena Home 2o■ Profile picture 400 X 400 px PNG
  • YouTube channel art should be high quality and relevant to ACT Government projects and initiatives.
  • Header image 2560 px (w) x 1440 px (h) JPG or PNG
Color Palette
  • A palette of colours has been developed for use throughout all ACT Government print and digital communications.
  • These colours are an important part of the brand and should be predominant. The primary colours have been marked below with a star.
  • These colours have been chosen to complement the colours in the primary palette, and should not dominate the primary colours.
  • For any one application, the primary colours may be used with no more than two secondary colours to be used as highlights (this includes colours used in gradients).
  • Violet C:89/M:100/Y:1/K:2 R:72/G:45/B:140 #472d8c
  • Charcoal Black 90% R:65/G:64/B:135 #404041
  • Grey C:45/M:35/Y:45/K:5 R:153/G:151/B:137 #999789
  • Red C:10/M:100/Y:100/K:5 R:207/G:31/B:37 #ce1e25
  • Aqua C:86/M:32/Y:42/K:5 R:0/G:130/B:140 #00828c
  • Navy C:100/M:90/Y:15/K:10 R:35/G:57/B:126 #22397e
  • Pink C:35/M:88/Y:0/K:0 R:171/G:67/B:153 #aa4298
  • Light blue C:100/M:0/Y:0/K:0 R:0/G:174/B:239 #00adef
  • Orange C:0/M:72/Y:98/K:0 R:243/G:108/B:35 #f26c23
  • Green C:43/M:6/Y:100/K:0 R:160/G:193/B:59 #9fc13a
  • Yellow C:15/M:13/Y:100/K:0 R:224/G:204/B:33 #dfcb21
  • Please note the brand blue, orange, green and yellow do not meet the WCAG2.0 accessibility guidelines for use on small text against a white background.
  • These colours (or a tint of them) are fine to use as background colours, or as text against a dark background.
  • If in doubt, please check your colour application on the online contrast checker: http://webaim.org/ resources/contrastchecker/
  • Use up to two secondary palette colours as highlights in your document Always use colours from the primary palette as the dominant colours. These are what makes our brand recognisable and consistent.
  • Ensure colours are applied to contrasting backgrounds and are easily readable
  • Use more than two secondary colours in a document (this includes use of gradients)
  • Allow secondary colours to dominate/overpower colours from the primary palette
  • Apply colours to low contrast or similar coloured backgrounds
  • Gradient colours can be created using any two similar colours from the primary and secondary colour palettes.
  • For any one application, only one gradient may be used as a highlight or to add interestto a background.
  • The angled gradient background can be used to add interest to a layout and can be coloured using gradients made up of any two similar colours from the primary/secondary colour palettes. This graphic can be used vertically or horizontally, may be rotated and can also be turned into keylines or used to separate images as shown on the next page.
  • You may apply different treatments to the background graphic.
  • For example: ► Applying keylines and duplicating the graphic (keep keylines light: 0.5pt on A4 and DL documents, lpt on A3 documents) ► Using the graphic to separate or highlight images ► Using a flat colour behind it ► Rotating the graphic or moving the arms on the tangent to create wider/ narrower rays ► Moving the focal point’s position on the page
  • Please ensure to keep the focal point of the graphic (where all the tangents meet) visible on the page as shown below and on the next page.
  • Please refer to ACT Government brand colour palette (pg 14) and apply brand fonts/text styling as outlined on pages 12-13.
  • Only use colours from our brand colour palette (see Design and Brand Guidelines online), and follow the brand type treatment instructions.
Typography
  • HEADINGS MONTSERRAT
  • LETTER WIDTH: 92% LINE SPACING: TIGHT
  • MAIN HEADINGS SHOULD BE ALL UPPERCASE
  • USE A COMBINATION OF LIGHT & BOLD TO CREATE INTEREST.
  • Montserrat Light
  • Montserrat Regular
  • Montserrat Semibold
  • PULL OUT TEXT/INTRO TEXT Montserrat LETTER WIDTH: 100% LINE SPACING: STANDARD
  • Montserrat Light abcdefghijklmnopqrstuvwxyz 1234567890
  • Montserrat Regular abcdefghijklmnopqrstuvwxyz 1234567890
  • Montserrat Semibold abcdefghijklmnopqrstuvwxyz 1234567890
  • Montserrat is a free open licence font and can be downloaded from: fontsquirrel.com/fonts/ montserrat
  • NOTE: All applications of Monserrat should be modified as per the instructions outlined on this page.
  • A typesetting cheat-sheet is available as a working InDesign document and PDF . Please visit the ACT Government branding website to obtain a copy. See page 4 for details.
  • BODY COPY Source Sans Pro
  • Source Sans Pro Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
  • Source Sans Pro Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
  • Source Sans Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
  • NOTE: If your document will be output as a Microsoft Office file, please use the secondary typefaces shown on the next page.
  • HEADINGS ARIAL
  • Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
  • Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
  • BODY COPY Calibri
  • When designing and outputting in Microsoft Office, or when the use of Montserrat/ Source Sans Pro is not possible. use the recommended secondary typefaces. Arial (for headings) and Calibri (for intro text/ body copy).
  • Calibri Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
  • Calibri Semi Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
  • A palette of colours has been developed for use throughout all ACT Government print and digital communications.
  • Please note the brand blue, orange, green and yellow do not meet the WCAG2.0 accessibility guidelines for use on small text against a white background.
  • These colours (or a tint of them) are fine to use as background colours, or as text against a dark background.
  • If in doubt, please check your colour application on the online contrast checker: http://webaim.org/ resources/contrastchecker/
  • Use up to two secondary palette colours as highlights in your document Always use colours from the primary palette as the dominant colours. These are what makes our brand recognisable and consistent.
  • Ensure colours are applied to contrasting backgrounds and are easily readable
  • DO NOT Use more than two secondary colours in a document (this includes use of gradients)
  • DO NOT Allow secondary colours to dominate/overpower colours from the primary palette
  • DO NOT Apply colours to low contrast or similar coloured backgrounds
  • Please refer to ACT Government brand colour palette (pg 14) and apply brand fonts/text styling as outlined on pages 12-13
Logo Usage
  • The ACT Government logo includes the ACT coat of arms surrounded by a circle with the words ‘ACT Government’ beside or below the circle.
  • A wordmark has also been developed to accommodate situations where the logo’s recommended minimum size can not be achieved.
  • The wordmark used in the logo should be unique, consistent and identifiable. For these reasons the typeface chosen for the wordmark and directorate identifiers is not a common font. The logo and all directorate versions will be supplied along with this guide. The logos supplied should not be modified in any way and directorates will not attempt to generate their own version of the logo.
  • Important: All uses of the ACT Government logo on non-ACT Government applications must be verified by the central Communications team. Please contact wholeofgovcomms@act.gov.au for more information.
  • The ACT Government logo: Black Inline Stacked Reversed
  • The ACT Government logo should be used in black or white (reversed).
  • The ACT Government logo should always have prominence over and above other images and graphic elements.
  • An isolation zone has been established to ensure that the integrity of the design is not jeopardised through crowding. The dimension ‘x’ is equal to the height of the ‘ACT’ and is an applicable proportion at any scale.
  • This dimension ‘x’ is used to determine the isolation zone area.
  • The minimum recommended size that the logo should be applied can be determined by the outside diameter of the circular element of the logo. The dimension should be no smaller than 15mm diameter. This recommendation applies to every design form, variation, and all applications of the ACT Government logo.
  • In situations where the minimum recommended logo size cannot be achieved the small wordmark version of the logo should be used. This wordmark is available as a graphic and should be used no smaller than 18mm wide, or 100% of the supplied wordmark size, as shown below. This wordmark logo is available on the ACT Government branding website. See pg 3 for details.
  • Do not warp, twist or distort the proportions of the logo
  • DO NOT change the ratio of the logo elements
  • DO NOT apply the logo any smaller than the recommend minimum size
  • DO NOT rotate the logo. It must always appear level or horizontal to the layout.
  • DO NOT apply the logo in low contrast situations
  • DO NOT apply the logo over complex backgrounds or images that diminish the presence of the logo
  • DO NOT apply drop shadows or similar effects
  • DO NOT blur the logo
Tone And Messaging
  • ‘Hero’ videos should be emotive and inspiring, ‘Hub’ videos should educate and captivate and ‘Help’ videos should be insightful and helpful.
  • With this in mind, language in all videos should be clear, simple, conversational and relatable. Focus on entertaining your audience and creating a connection with that one character you defined in the brief.
  • Don’t use formal government language and acronyms or formal government dialogue. Also avoid referring to government directorates or specific government teams. Keep it simple, real and from the ACT Government.
  • The language & tone should be clear, simple, conversational & relatable.
Brand Values
  • A combination of attributes that represents an organisation, product or service, and portrays its identity. These attributes may include (but are not limited to): the organisation’s name, visual identity, logo, values, reputation, and relationship with its audience.
  • BRAND ■ ., a
  • PERSONALITY REPUTATION PRODUCTS/ SERVICES RELATIONSHIP WITH AUDIENCE VALUES VOICE/ TONE NAME
Visual Style
  • The ACT Government logo should be used in black or white (reversed).
  • The ACT Government logo should always have prominence over and above other images and graphic elements.
  • An isolation zone has been established to ensure that the integrity of the design is not jeopardised through crowding. The dimension ‘x’ is equal to the height of the ‘ACT’ and is an applicable proportion at any scale.
  • This dimension ‘x’ is used to determine the isolation zone area.
  • The minimum recommended size that the logo should be applied can be determined by the outside diameter of the circular element of the logo. The dimension should be no smaller than 15mm diameter. This recommendation applies to every design form, variation, and all applications of the ACT Government logo.
  • In situations where the minimum recommended logo size cannot be achieved the small wordmark version of the logo should be used. This wordmark is available as a graphic and should be used no smaller than 18mm wide, or 100% of the supplied wordmark size, as shown below. This wordmark logo is available on the ACT Government branding website. See pg 3 for details.
  • Do not warp, twist or distort the proportions of the logo
  • DO NOT change the ratio of the logo elements
  • DO NOT apply the logo any smaller than the recommend minimum size
  • DO NOT rotate the logo. It must always appear level or horizontal to the layout.
  • DO NOT apply the logo in low contrast situations
  • DO NOT apply the logo over complex backgrounds or images that diminish the presence of the logo
  • DO NOT apply drop shadows or similar effects
  • DO NOT blur the logo
  • MAIN HEADINGS SHOULD BE ALL UPPERCASE
  • USE A COMBINATION OF LIGHT & BOLD TO CREATE INTEREST.
  • Montserrat is a free open licence font and can be downloaded from: fontsquirrel.com/fonts/ montserrat
  • NOTE: All applications of Monserrat should be modified as per the instructions outlined on this page.
  • A typesetting cheat-sheet is available as a working InDesign document and PDF . Please visit the ACT Government branding website to obtain a copy. See page 4 for details.
  • If your document will be output as a Microsoft Office file, please use the secondary typefaces shown on the next page.
  • When designing and outputting in Microsoft Office, or when the use of Montserrat/ Source Sans Pro is not possible. use the recommended secondary typefaces. Arial (for headings) and Calibri (for intro text/ body copy).
  • A palette of colours has been developed for use throughout all ACT Government print and digital communications.
  • These colours (or a tint of them) are fine to use as background colours, or as text against a dark background.
  • If in doubt, please check your colour application on the online contrast checker: http://webaim.org/ resources/contrastchecker/
  • Use up to two secondary palette colours as highlights in your document Always use colours from the primary palette as the dominant colours. These are what makes our brand recognisable and consistent.
  • Ensure colours are applied to contrasting backgrounds and are easily readable
  • Use more than two secondary colours in a document (this includes use of gradients)
  • Allow secondary colours to dominate/overpower colours from the primary palette
  • Apply colours to low contrast or similar coloured backgrounds
  • Gradient colours can be created using any two similar colours from the primary and secondary colour palettes.
  • For any one application, only one gradient may be used as a highlight or to add interestto a background.
  • The angled gradient background can be used to add interest to a layout and can be coloured using gradients made up of any two similar colours from the primary/secondary colour palettes. This graphic can be used vertically or horizontally, may be rotated and can also be turned into keylines or used to separate images as shown on the next page.
  • You may apply different treatments to the background graphic.
  • For example: ► Applying keylines and duplicating the graphic (keep keylines light: 0.5pt on A4 and DL documents, lpt on A3 documents) ► Using the graphic to separate or highlight images ► Using a flat colour behind it ► Rotating the graphic or moving the arms on the tangent to create wider/ narrower rays ► Moving the focal point’s position on the page
  • Please ensure to keep the focal point of the graphic (where all the tangents meet) visible on the page as shown below and on the next page.
Iconography
  • lcons used in ACT Government infographics are simple and stylised. Most are glyphs derived from the typeface “Fcnt/wvesorne”
  • FontAwesome is a free open licence font and can be downloaded from: fortawesome.githu b. io/Fo nt-Awesome
  • Please ensure any individually drawn icons align stylistically to the icons shown on this page.
Layout And Composition
  • The ACT Government logo should always have prominence over and above other images and graphic elements.
  • An isolation zone has been established to ensure that the integrity of the design is not jeopardised through crowding. The dimension ‘x’ is equal to the height of the ‘ACT’ and is an applicable proportion at any scale.
  • This dimension ‘x’ is used to determine the isolation zone area.
  • The minimum recommended size that the logo should be applied can be determined by the outside diameter of the circular element of the logo. The dimension should be no smaller than 15mm diameter. This recommendation applies to every design form, variation, and all applications of the ACT Government logo.
  • In situations where the minimum recommended logo size cannot be achieved the small wordmark version of the logo should be used. This wordmark is available as a graphic and should be used no smaller than 18mm wide, or 100% of the supplied wordmark size, as shown below.
  • Do not warp, twist or distort the proportions of the logo
  • DO NOT change the ratio of the logo elements
  • DO NOT apply the logo any smaller than the recommend minimum size
  • DO NOT rotate the logo. It must always appear level or horizontal to the layout.
  • DO NOT apply the logo in low contrast situations
  • DO NOT apply the logo over complex backgrounds or images that diminish the presence of the logo
  • DO NOT apply drop shadows or similar effects
  • DO NOT blur the logo
  • Logo sizing and ACT Government Logo positioning should or Directorate logo: be as shown in line black on left.
  • Chief Minuter, Treasury and Economic Development Line 1: Directorate name PO Box 1aCarbea AT 2609 [ phone 112281 [ act.gev.au Source Sans Pro Semi-bold 12pt I 70% black Chief Minister Treasury and Economic Development Line 2: address I phone I website PO Box 158 Canberra ACT 2601 ] phone: 132 281 [ act gov au Source Sans Pro Light 12pt (13pt leading) [ black ET ,——————————- 15mm
  • ACT Government Logo or Directorate logo: E “’, ninebiackI 8 (GE:) %-J ACT Directorate oiemmen logo may Line l: Source Sans Pro Semi-bold lOpt I 70% black Longfirstname Longsurname I Job title be used in Line 2: Source Sans Pro Semi-bold 8pt (1Opt leading) I black Recruitment Services I Shared Services place of ACT Lines 3-7: Source Sans Pro Light 8pt (10pt leading) I black T (02) 0000 0000 I M 0400 000 000 I F (02) 6200 0000 Government (descriptors: Source Sans Pro Semi-bold I black) A Address line one Address line 2 logo. ET E longfirstname.longsurname@act.gov.au I act.gov.au E “’’—————— 90mm 10mm 15mm c’ E I 1 ACT Government Logo or Directorate logo: in line black If unclaimed please return to GPO Box 158 Canberra ACT 2601 Address: Line 1 Source Sans Pro Light 6 5pt [ black Line 2 Source Sans Pro Light 7 5pt (10pt leading) ] black □
  • Main heading Calibri 24pt Heading -Calibri 15pt (single spacing and bold sentence case) Statement ends Media contacts: Name Surname T (02) 6222 2222 M 0400 000 000 name@act.gov.au Main heading Calibri 24pt Heading -Calibri 15pt (single spacing and bold sentence case) 222:’.“cc.-.. vi–n–9 Act Legislative Assembly Header and footer will be_ILondon Circuit, Canberra ACT 2601, Australia. GPO Box 1020, Canberra ACT 2601, Australia I Phone (02) 62000000 Email xxooocx@act.gov.au supplied with templates eooooox [} ox.oo.ox.MA [5] *xx.oox
  • All text: Calibri 9pt Colour: Grey (R: 89, G:89, B:89) 1stLine (Bold) Name [ Title :_]First name Surname [ Title 2nd Line Phone [ Email’-Phone. 02 6222 2222 [ Email. name@act.gov.au 3rd Line: (Bold) Department I Directorate I ACT Government Department I Directorate Name I ACT Government 4th Line: Address I Postal address I website Address Suburb I Postal address Suburb ACT 2601 I act.gov.au
Co Branding
  • Government agencies wishing to develop their own logo to use with the ACT Government logo must apply for co-branding approval. Please see page 24 for procedure required to gain co-branding approval.
  • All new ACT Government logo lock-ups should be verified via the central Communications team. For information contact wholeofgovcomms @act.gov.au
  • The secondary logo should be no bigger than 90% of the ACT Gov logo and aligned with the centre vertical axis as shown. The secondary logo should not visually dominate the ACT Gov logo. Please observe ACT Gov logo guidelines as outlined on pg 8 of this document. Add a 0.5pt black keyline to separate the two logos.
  • To be considered for co-branding or exemption, the organisation’s Director-General must seek approval from the Head of the ACTPS.
  • Co-branded or stand-alone social media accounts and websites may only be established by government entities who have approved co-branding or branding-exempt status.
  • Address all criteria that apply in a brief from your Director-General to the Head of Service. Whole of Government Communications will coordinate all co-branding or exemption applications. Please liaise with your Communications Unit for guidance regarding the process within your directorate.
  • Contact us for more information about co-branding or branding exemptions. See page 3 for details.
  • Criteria for co-branding or exemption 1. The brand is used in a commercial operation and essential for marketing activities. 2. Statutory Authorities that operate independently from the ACT Government. 3. Demonstrated brand equity within a particular community e.g. school community. 4. Destination marketing. 5. Reliance on charitable donations and currently on the Deductible Gifts Register.
  • Programs, services campaigns & events do not need to apply for co-branding. Programs can be visually independent from the ACT Government brand, provided they meet the criteria and adhere to the rules outlined on pg 26.
Signage
  • Separate Signage Guidelines have been developed for all Capital Works projects undertaken by the ACT Government. Please refer to attachment ‘A’, or visit the ACT Government branding website (details on page 3) to view the full document and resources.
  • ACT Government [INSERT PROJECT NAME IN UPPERCASE -MAXIMUM 3 LINES] [INSERT BRIEF DESCRIPTION OF WORKS IN PROGRESS UPPERCASE -MAXIMUM 4 LINES] /4====.;-•o•’-•l Phone:[Insert phone number here] Principal contractor: [Insert company name here] Site contact: [Insert name of principal contractor here] Design consultant: [Insert company name here] AN ACT GOVERNMENT PROJECT FOR THE CANBERRA COMMUNITY
  • [INSERT PROJECT NAME IN UPPERCASE -MAXIMUM 3 LINES) [INSERT BRIEF DESCRIPTION OF WORKS IN PROGRESS UPPERCASE -MAXIMUM 4 LINES] ovum0pealduktroar.resttangy ha. he nocosmosmartnwreofgrrcpu4oar8CurHe Oipeoononama.ratcompanynamehere AN ACT GOVERNMENT PROJECT FOR THE CANBERRA COMMUNITY
  • [INSERT PROJECT NAME IN UPPERCASE -MAXIMUM 3 LINES] [INSERT BRIEF DESCRIPTION OF WORKS IN PROGRESS UPPERCASE -MAXIMUM 4 LINES] Sponsoring Directorate: [Insert directorate name here] Procurement and Capital Works: Phone: [Insert phone number here ] Principal contractor: [Insert company name here] Site contact: [Insert name of principal contractor here] Design consultant: [Insert company name here] AN ACT GOVERNMENT PROJECT FOR THE CANBERRA COMMUNITY
  • NEW AMBULANCE. FIRE & RESCUE STATION OPENING 2016
Stationery
  • 210mm 15mm 23mm Directorate .——————————-, E ’ s : letterhead example. j Logo sizing and ACT Government Logo positioning should or Directorate logo: be as shown in line black on left. I E E Chief Minuter, Treasury and Economic Development Line 1: Directorate name PO Box 1aCarbea AT 2609 [ phone 112281 [ act.gev.au Source Sans Pro Semi-bold 12pt I 70% black Chief Minister Treasury and Economic Development Line 2: address I phone I website PO Box 158 Canberra ACT 2601 ] phone: 132 281 [ act gov au Source Sans Pro Light 12pt (13pt leading) [ black ET ,——————————- 15mm
  • 7mm 15mm I—- ET ACT Government Logo or Directorate logo: E “’, ninebiackI 8 (GE:) %-J ACT Directorate oiemmen logo may Line l: Source Sans Pro Semi-bold lOpt I 70% black Longfirstname Longsurname I Job title be used in Line 2: Source Sans Pro Semi-bold 8pt (1Opt leading) I black Recruitment Services I Shared Services place of ACT Lines 3-7: Source Sans Pro Light 8pt (10pt leading) I black T (02) 0000 0000 I M 0400 000 000 I F (02) 6200 0000 Government (descriptors: Source Sans Pro Semi-bold I black) A Address line one Address line 2 logo. ET E longfirstname.longsurname@act.gov.au I act.gov.au E “’’—————— 90mm 10mm 15mm c’ E I 1 ACT Government Logo or Directorate logo: in line black If unclaimed please return to GPO Box 158 Canberra ACT 2601 Address: Line 1 Source Sans Pro Light 6 5pt [ black Line 2 Source Sans Pro Light 7 5pt (10pt leading) ] black □
  • Artwork templates are available from the ACT Government branding website. See pg 3 for details.
  • All text: Calibri 9pt Colour: Grey (R: 89, G:89, B:89) 1stLine (Bold) Name [ Title :_]First name Surname [ Title 2nd Line Phone [ Email’-Phone. 02 6222 2222 [ Email. name@act.gov.au 3rd Line: (Bold) Department I Directorate I ACT Government Department I Directorate Name I ACT Government 4th Line: Address I Postal address I website Address Suburb I Postal address Suburb ACT 2601 I act.gov.au
Publication Examples
  • 5B PUBLICATION EXAMPLES
  • LAYOUT> PUBLICATIONS & COLLATERAL
  • BUDGET 2017 COLLATERAL SUITE
  • OUR VISION FOR CANBERRA: ca3REM 9# eweb BUDGET 2016-17 20% 1ls -2-.a •–·-··.. AperoeI#.nuken@.-6hulaemi.-a.«e«n+.-. tea.mas-am.agas-a..-4.489–®acr ) hep-..kpe•/ye1e. ..4pm Australian Cap ital Territory BUDGET 2016-17
  • LAYOUT > CORPORATE BROCHURES
  • A4 COVER EXAMPLES
  • Please refer to ACT Government brand colour palette (pg 14) and apply text styling as outlined on pages 12-13.
  • INTERNAL SPREADS
  • A typesetting cheat-sheet is available as an Adobe lnDesign document and PDF. Please visit the ACT Government branding website to obtain a copy. See page 4 for details.
  • DL BROCHURE COVER EXAMPLES
  • LAYOUT > INTERNAL SPREADS
  • EXAMPLES OF HOW THE ACT GOVERNMENT BRAND MAY BE APPLIED TO DOCUMENT LAYOUTS
Annual Reports
  • Artwork templates will be updated annually and will be made available to Directorates.
  • 2016 concept shown here. Updated design and templates will be provided annually.
  • Directorates each have unique feature colours. icons & imagery for their reports.
  • INTERNAL PAGES Artwork templates will be updated annually and will be made available to Directorates. 2018 example shown here. Updated design and templates will be provided annually.
Email Signatures
  • All text: Calibri 9pt Colour: Grey (R: 89, G:89, B:89) 1stLine (Bold) Name [ Title :_]First name Surname [ Title 2nd Line Phone [ Email’-Phone. 02 6222 2222 [ Email. name@act.gov.au 3rd Line: (Bold) Department I Directorate I ACT Government Department I Directorate Name I ACT Government 4th Line: Address I Postal address I website Address Suburb I Postal address Suburb ACT 2601 I act.gov.au
Web And Digital
  • In November 2018, the Strategic Board endorsed the Single Public Face (SPF) 2.0 framework.
  • SPF 2.0 is the foundation to redevelop and present a more unified and coordinated ‘One Government’ approach to ACT Government digital channels, including all websites.
  • This section of the Guidelines will be updated in early 2018 with documentation and links to new resources including the new stylesheets, templates, and examples. In the meantime, for more information please contact the CMTEDD Digital team spf2@act.gov.au
Video Guidelines
  • Separate Video Guidelines have been developed in addition to the information shown in this section. Please refer to the ‘Video production tools and templates’ link on the templates page of the ACT Government Design & Branding website for the full guidelines and resources.
  • When planning video content. use the ‘Hub Hero Help’ model of categorising video (or any type of) content. This helps to better identify, plan. produce. schedule and distribute content.
  • This content model also helps to allocate appropriate resources, expectation management with stakeholders, and speeds up approvals and production, especially for Help content.
  • Hero is your go big, mass targeted content with the objective of attracting attention and new audiences. It will invariably attract more resources and should be polished and professionally produced. It should entertain and inspire, be distributed across a number of channels for maximum exposure and used for your most important projects.
  • Hub is content for regular campaigns that serve as reminders to our core and secondary audiences on what you do and what you stand for. Videos are usually evergreen, focussed on storytelling and shouId educate and captivate. They can also be episodic or series based content.
  • Help is ‘always on’, every day content that explains, describes and helps. It should be insightful and helpful. It gives our core audience the answers they are looking for and educates them on stuff that helps make their lives easier. For example it can be in the form of ‘did you know’ or ‘how to’ style videos.
  • To assist you with video production in each of these content types, refer to the Work flows section of the fu II Video Production Guidelines (downloadable from the ACT Goverment branding website). These outline the key steps, tools and tasks needed to get a video produced quickly and easily with minimal roadblocks.
  • Be creative in delivering the message in the most entertaining and engaging way that your audience can relate to. However, let’s ensure all ACT Government videos have consistent elements within ACT Government Design and Brand Guidelines.
  • If your video supports a program or campaign it may be exempt from the ACT Government Design and Brand Guidelines. Check out the exceptions and variations section of these guidelines for more information.
  • That means make it look like it’s in Canberra, is representative of the Canberra community, has a Canberra feel, showcases the Canberra lifestyle or is about Canberra or Canberrans.
  • 85% of videos on Facebook are viewed with no sound, so turn captions on
  • Refer to the colour section of these guidelines for the brand font and colour palette options.
  • If you think an alternative font is more appropriate for your video, please provide justification in your pitch summary and get it approved and get in touch with the Whole of Government Communications team for advice and approval.
  • To ensure that as many people as possible in the community can enjoy our videos, it’s important to consider font colour, font size and other visual elements.
  • Ensure all text overlays are easily readable, meet the accessible contrast ratios, and are legible at minimum viewing size.
  • Always use captions in your video (even with great sound), especially for social media. 85% of videos on Facebook are viewed with no sound, so turn captions on and if possible, create a storyboard for your video that works well with no sound.
  • Videos uploaded to YouTube and Facebook allow you to transcribe captions onto the video during the upload process. For videos uploaded on other platforms, or housed on internal webpages, it is best practice to include a transcript in word and text format.
  • As a general rule all published video content needs to have the ACT Government logo and the name of the commissioning directorate. Not only is this good practice, but a requirement under the Campaign Advertising Act.
  • All ACT Government videos should ensure the following are clearly visible for a minimum of 2 seconds at the end of your video: ► ACT Government logo ► name of the commissioning Directorate (in small plain text) ► a website (if applicable)
  • You can choose from the three tail screen layout options shown in the examples on the right.
  • The ACT Government logo must be used on all external focused communications (including video) & all communications where two or more directorates are involved. Directorate logos may be used for internal communications.
  • Font usage Website: Montserrat Semi-bold Directorate name: Montserrat Regular (smaller text)
  • Allow a clear space all around of l.Sx the shown x-height.
  • Using the “rule of thirds”, place the logo in the centre section.
  • Only use this option where the background footage is clean and will allow the elements to be seen/read clearly.
  • Using the “rule of thirds”, place the logo in any one of the corner sections, and arrange the remaining elements accordingly. Ensure sufficient contrast between the elements and the background, that elements are aligned, and maintain the minimum space requirements shown in the example below.
  • Please note: All three tail screen templates are available for download from the ACT Government Design & Brand Guidelines website.They are also uploaded as resources on the Shootsta Hub.
  • A call to action screen can be placed before the tail screen. Please ensure type treatment is consistent throughout your video.
  • ‘Hero’ videos should be emotive and inspiring, ‘Hub’ videos should educate and captivate and ‘Help’ videos should be insightful and helpful.
  • With this in mind, language in all videos should be clear, simple, conversational and relatable. Focus on entertaining your audience and creating a connection with that one character you defined in the brief.
  • Don’t use formal government language and acronyms or formal government dialogue. Also avoid referring to government directorates or specific government teams. Keep it simple, real and from the ACT Government.
  • The language & tone should be clear, simple, conversational & relatable.
  • All video content should be shot in high definition, either on a camera, tablet or mobile device.
  • Quality should not be lower than 1920x1080, and shot in a 16:9 ratio.
  • Audio can be the hardest part of video production. Poor sounding audio can ruin even the best of videos. When shooting your video be aware of your environment and background sounds, use microphones, shoot with headphones so you can pick up on random sounds that may affect your audio, and do a test and playback before getting started with your talent.
  • All web video should be a maximum of up to two minutes and no more than three.
  • A live video can be longer if needed.
  • If the video is for social media, aim for around 60 seconds.
  • Also consider modified videos for different channels. For example publish the three minute video on YouTube but create a 45 second for Facebook that links to the longer version if needed.
  • Remember that the current average view time for Facebook videos is currently less than 14 seconds, so avoid openers and long introductions and hook your audience in the first seven seconds.
  • For a social media video, aim for 45-60 seconds
Photography Guidelines
  • Images should portray a positive and progressive city. while reflecting the diversity and demographics of our community. Remember images are part of our shared visual language and need to be considered in the same way as any other communications material. Determine the purpose of your image by considering the following questions: 3. WHERE? . 1. WHAT . 2. WHO? .
  • BRAND PHOTOGRAPHY PHOTOGRAPHY: STYLE SHOULD BE BEAUTIFUL. EMOTIVE, POSITIVE. FULL COLOUR. PEOPLE FOCUSED. DIVERSE & ENGAGING.
  • Technically, images should be shot to capture a strong central subject in a clean. well composed environment.
  • How you select, frame and light your subject will greatly affect the message you are portraying. Ensure that you consider everything in your image, including signage in the background, prints on t-shirts, graffiti or rubbish, long grass etc. All elements need to be thought through.
  • Consider using the rule of thirds to help place your subject in the strongest position. Avoid framing key elements too close to the edge of the frame and make sure you capture alternative compositions, including horizontal and vertical options.
  • Don’t forget to check the ACT Government online image library, Libris. for existing photos you may be able to use. There’s thousands to choose from! See page 38 for more information.
  • When framing your image think about how the photo will be used. Will it be used for a website banner (cropped horizontally)? Our Canberra (cropped to fit a layout)? Or maybe the front of a publication (room for logos, titles etc)?
  • Don’t think of photography as just taking a snap. Do your preparation before you go on your shoot, pre-visualise what you want, know what the ‘perfect’ image might be. This will help you get better photos.
  • DO crop your photo to remove : distracting background elements DO position your —— subjects using the rule of thirds DON’T include —– distracting/negative elements in the background DO think about the —— message your photo is communicating. DO be careful of DO keep your background elements background clean intersecting with subjects DO keep subjects sharp and in focus
  • Ensure that talent who feature in the image have given consent and signed an ACT Government talent consent form. In the case of children, permission should be obtained by a guardian or parent. (You can download the consent forms at http://sharedservices/ACTGovt/Branding/downloads.htm I)
  • Don’t photograph children in a public place without asking permission first. Even if you aren’t directly photographing someone else’s children, let them know what you are doing first.
  • When using an existing image from a library or online, check you have permission to use the image, and talent featured in the photo have signed a consent form. Are there buildings featured that may have property rights associated with them (Parliament House etc)? Ensure that the image is not intended for another use or is the primary graphic in an existing campaign.
  • How have you stored your image? Ensure your image is saved correctly and critical information has been added to the metadata fields of the image so it can be found via a search. See the fuII Photography guidelines for more information about metadata input. These can be downloaded from ACT Government Design & Branding website.
Infographics
  • Infographics work well to communicate key messages simply. quickly and with maximum impact at a glance. In the ACT Government. infographics have been used successfully in publications. online and in social media. to support a wide range of communication strategies.
  • Please refer to ACT Government brand colour palette (pg 14) and apply brand fonts/ text styling as outlined on pages 12-13.
  • lcons used in ACT Government infographics are simple and stylised. Most are glyphs derived from the typeface “Fcnt/wvesorne”
  • FontAwesome is a free open licence font and can be downloaded from: fortawesome.githu b. io/Fo nt-Awesome
  • Please ensure any individually drawn icons align stylistically to the icons shown on this page.

Additional Properties

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Wikidata LinkOpen Wikidata
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Topic’S Main CategoryCategory:Government of the Australian Capital Territory
CountryAustralia
X (Twitter) Usernameactgovernment (as of 2020-04-18, from 2011-07-11)
Applies To JurisdictionAustralian Capital Territory
Legislative BodyAustralian Capital Territory Legislative Assembly
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Quora Topic IdACT-Government
Ringgold Id2211
Office Held By Head Of GovernmentChief Minister of the Australian Capital Territory
Viaf Cluster Id147111699
Social Media Followers17,024 (as of 2021-01-07), 15,595 (as of 2020-04-18), 21,620 (as of 2022-02-28), 22,380 (as of 2023-02-06)
Github Accountactgov
Google Knowledge Graph Id/g/11gsn045hq
Australian Music Centre Artist Idact-government
Child Organization Or UnitAustralian Capital Territory Electoral Commission, Environment, Planning and Sustainable Development Directorate, Transport Canberra & City Services, Chief Minister, Treasury and Economic Development Directorate, Community Services Directorate (+8 more)
Ror Id03fy7b149
External Data Available At Urlhttps://www.data.act.gov.au/, https://actmapi-actgov.opendata.arcgis.com/, https://actgov.maps.arcgis.com/home/index.html, https://services1.arcgis.com/E5n4f1VY84i0xSjy/arcgis/rest/services/, https://tiles.arcgis.com/tiles/E5n4f1VY84i0xSjy/arcgis/rest/services/
Official Map Urlhttps://actgov.maps.arcgis.com/home/index.html
Facebook UsernameACTGov
Instagram Usernamewearecbr
Linkedin Company Or Organization Idact-government
Youtube Channel IdUC6C0MAlwuR1kCa066p7qPhQ (as of 2025-03-02, from 2011-08-08)
Youtube Handleactgovernment (as of 2025-10-20)
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