Creative Australia

📋 1 Guidelines

🔗 Connections

Sector

Public sector Arts culture

Region

Australia

Guideline Year

2025

Language

English

Tags

Institution

Official Websites

Brand Guidelines

2025

Brand Summary

Mission
  • Creative Australia is the Australian Government’s principal arts investment and advisory body, investing in creative talent and stimulating the market for Australian stories to be told nationally and internationally, sharing rich culture with the world. Art and creativity define the nation, connecting and benefiting all Australians [^1].
Core Values
  • creativity
  • entrepreneurship
  • discoverability
  • championing Australian culture
  • partnerships and philanthropy
  • research and advocacy
  • participation and connection
  • safety and welfare
  • supporting First Nations self-determination
Target Audience
  • Artists, creative talent, arts workers, and audiences both nationally and internationally, with a focus on sharing Australian stories and culture [^2].
Personality Traits
  • creative
  • official
  • modern
  • inclusive
  • respectful
  • entrepreneurial
Visual Identity Overview
  • The visual identity combines formal government elements (Coat of Arms, serif fonts) with modern, bold, creative shapes (speech bubbles, vibrant colors). Logos are used in horizontal and vertical lock-ups, with strict rules on proportions, clear space, and color palette. The design emphasizes clarity, contrast, and accessibility, with vibrant digital colors and structured layouts for sub-brands [^3].

Categories

Logo Usage
  • The logo appears in two forms, both as a horizontal lock-up and a vertical lock-up.
  • The horizontal lock-up is the preferred version and should be used whenever possible.
  • The vertical lock-up should only be used when the space available dictates that the horizontal lock-up usage is not possible.
  • The Commonwealth Coat of Arms (Convernational Version 3A Solid) and the words Australian Government (Times New Roman Bold) and the Creative Australia design and title treatment are never to be taken apart or used separately. These elements together create the completed logo.
  • The proportions of these elements are also not to be amended or changed in any way.
  • Both lock-up versions of the logo are available in several colour versions: black, reversed-out white, dark purple, bright purple, orange, dark blue and bright blue.
  • The black coloured logo is the preferred logo for use on all printed and digital collateral, all other colour variations are only to be used by experienced designers to ensure correct contrast ratios that comply with accessibility standards.
  • The reverse logo is primarily used on any of the primary or secondary palettes or coloured backgrounds, and for all advertising and communication collateral such as brochures.
  • When reproduced as a positive image, the Pantone Matching System colours are: – PMS BLACKC/PMS BLACKU for the black background – PMS 000U/ PMS 000C for the words ‘Creative Australia’ – PMS Process Black for the words ‘Australian Government’, the coat of arms, and the line between the two logos.
  • Process colour should endeavour to reproduce these colours as closely as possible.
  • If one of the colours is black, the logo may be reproduced as a positive image (black) or negative (white on a black background).
  • If neither of the colours is black, the logo must be reproduced as a negative image (white on a coloured background).
Color Palette
  • Both lock-up versions of the logo are available in several colour versions: black, reversed-out white, dark purple, bright purple, orange, dark blue and bright blue.
  • The black coloured logo is the preferred logo for use on all printed and digital collateral, all other colour variations are only to be used by experienced designers to ensure correct contrast ratios that comply with accessibility standards. Further instructions for other coloured version can be found on the following page.
  • The reverse logo is primarily used on any of the primary or secondary palettes or coloured backgrounds, and for all advertising and communication collateral such as brochures.
  • White R255 G255 B255 #FFFFFF
  • Black R0 G0 B0 #000000
  • When reproduced as a positive image, the Pantone Matching System colours are: – PMS BLACKC/PMS BLACKU for the black background – PMS 000U/ PMS 000C for the words ‘Creative Australia’ – PMS Process Black for the words ‘Australian Government’, the coat of arms, and the line between the two logos.
  • Process colour should endeavour to reproduce these colours as closely as possible.
  • If one of the colours is black, the logo may be reproduced as a positive image (black) or negative (white on a black background).
  • If neither of the colours is black, the logo must be reproduced as a negative image (white on a coloured background).
Visual Style
  • The logo appears in two forms, both as a horizontal lock-up and a vertical lock-up.
  • The horizontal lock-up is the preferred version and should be used whenever possible.
  • The vertical lock-up should only be used when the space available dictates that the horizontal lock-up usage is not possible.
  • The Commonwealth Coat of Arms (Convernational Version 3A Solid) and the words Australian Government (Times New Roman Bold) and the Creative Australia design and title treatment are never to be taken apart or used separately. These elements together create the completed logo.
  • The proportions of these elements are also not to be amended or changed in any way.
  • Creative Workplaces, First Nations Arts, Music Australia and Writing Australia are sub brands of Creative Australia. The rules specified on this document apply to all sub brands with the exception of Creative Workplaces where logo colour options are limited to bright blue, dark blue, dark purple, bright purple, reversed-out white and black versions.
  • Both lock-up versions of the logo are available in several colour versions: black, reversed-out white, dark purple, bright purple, orange, dark blue and bright blue.
  • The black coloured logo is the preferred logo for use on all printed and digital collateral, all other colour variations are only to be used by experienced designers to ensure correct contrast ratios that comply with accessibility standards. Further instructions for other coloured version can be found on the following page.
  • The reverse logo is primarily used on any of the primary or secondary palettes or coloured backgrounds, and for all advertising and communication collateral such as brochures.
  • White R255 G255 B255 #FFFFFF
  • Black R0 G0 B0 #000000
  • When reproduced as a positive image, the Pantone Matching System colours are: – PMS BLACKC/PMS BLACKU for the black background – PMS 000U/ PMS 000C for the words ‘Creative Australia’ – PMS Process Black for the words ‘Australian Government’, the coat of arms, and the line between the two logos.
  • Process colour should endeavour to reproduce these colours as closely as possible.
  • If one of the colours is black, the logo may be reproduced as a positive image (black) or negative (white on a black background).
  • If neither of the colours is black, the logo must be reproduced as a negative image (white on a coloured background).
Layout And Composition
  • The logo appears in two forms, both as a horizontal lock-up and a vertical lock-up.
  • The horizontal lock-up is the preferred version and should be used whenever possible.
  • The vertical lock-up should only be used when the space available dictates that the horizontal lock-up usage is not possible.
  • The Commonwealth Coat of Arms (Convernational Version 3A Solid) and the words Australian Government (Times New Roman Bold) and the Creative Australia design and title treatment are never to be taken apart or used separately. These elements together create the completed logo.
  • The proportions of these elements are also not to be amended or changed in any way.
  • Logo sizes are specified to maintain the clarity of the logo and ensure consistency in reproduction. Print Digital 94mm width 330px width Government guidelines rule that the Coat of Arms must not appear smaller than 20mm in width. This has the following implications. Minimum size -For the horizontal lock-up, the logo should not appear smaller than 94mm in width in print, or 330px in a digital setting. -For the vertical lock-up, the logo should not appear smaller than 38.5mm in width in print, or 135px in a digital setting. Australian Government This rule should be adhered to wherever possible, however a few small formats e.g. business cards, are an exception.
  • The clear space denotes the area around the logo in which no other type, graphic or photographic element may encroach.
  • For the horizontal lock-up, the clear space around the logo is equal to X, where X is equal to the distance from the right extremity of the ‘t’ in ‘Government’ to the keyline.
  • For the vertical lock-up, the clear space around the logo is equal to X, where X is equal to the distance from the bottom of the ‘A’ in ‘Australian’ to the keyline.
  • The logo should appear aligned to the right edge of the layout, and to either the top or bottom edge. Top right is the preferred option.
  • For the horizontal lock-up, the distance from the edges is equal to 2X, where Xis equal to the distance from the right extremity of the ’’ in ‘Government’ to the keyline.
  • For the vertical lock-up, the distance from the edges is equal to to 2X, where Xis equal to the distance from the bottom of the ‘A’ in ‘Australian’ to the keyline.
  • Do not Use the Creative Australia logo without the Government Coat of Arms. Alter the lock-up in any way, including but not limited to: - distort the logo - rotate or crop the logo - change the colour of the logo - recreate the logo with a different typeface - swap the positions of the logos - add a drop shadow behind the logo - place any logo version on a background that makes it illegible.
Brand Architecture
  • There are two tiers to the design architecture; all materials produced by Creative Australia make up Tier 1, whilst Tier 2 is comprised of projects managed by other organisations with funding assistance from Creative Australia.
  • Please use the appropriate tag line for each tier.
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