Government of South Australia

Official Websites

• https://www.sa.gov.au
• https://www.sa.gov.au/mysagov
• https://www.premier.sa.gov.au
• https://www.governmentgazette.sa.gov.au

Brand Guidelines

2024

Brand Summary

Mission

• To ensure a consistent and professional image for the Government of South Australia, enabling recognition of government activities, information, and services by all levels of the community, and fostering collaboration across departments for the benefit of the public [^1].

Core Values

• integrity
• consistency
• collaboration
• professionalism
• public service

Target Audience

• All levels of the community in South Australia, including public sector employees, government entities, and the general public [^2].

Personality Traits

• authoritative
• formal
• systematic
• clear
• collaborative

Visual Identity Overview

• The visual identity is minimalistic, formal, and systematic, featuring a single identifiable logo (roundel with the Piping Shrike and ‘Government of South Australia’), prescribed color palette (blue, red, yellow, charcoal grey, black), professional typography (Frutiger LT Std), and strict guidelines for logo usage, layout, and supporting graphics to maintain clarity and authority [^3].

Categories

Brand Imagery

• The GOSA logo must be protected by an isolation zone of clear space at all times (this applies to every version and all applications): • A clear space, the width measuring 25% of the diameter of the roundel, must surround the logo on all sides • It cannot be impinged upon by graphic elements, other logos, the edge of a page or advertisement • It must be free of background colour changes • The GOSA logo cannot be rotated • No segment may be reproduced as a graphic element.
• The Common Branding Policy applies to all government entities that are directed by a minister, including: • Departments and subordinate agencies only (not programs, initiatives, committees etc); • statutory authorities; • boards; • government enterprises.
• The policy states all entities must adopt the Common Branding format. Examples of the prescribed format are shown below: COLOUR Government of South Australia Department for Infrastructure and Transport Government of South Australia Department for Infrastructure and Transport MONO Government of South Australia SA Health Government of South Australia SA Health REVERSE Government of South Australia Department of the Premier and Cabinet Government of South Australia Department of the Premier and Cabinet
• Entity logo templates are available by request to GovCommunications@sa.gov.au. Only one entity can be added to the GOSA logo. The font for the entity name is Frutiger LT Std Roman. It is the same font size as the GOSA font. All GOSA logo requirements for size, colour, position and application apply to entity logos. Programs, initiatives and committees not entitled to their own GOSA entity logo may use a graphic element in junction with the relevant entity logo. Refer to the section ‘Use of supporting graphics’.
• Premier and Cabinet Circular 005: Whole of Government Communication and Branding states that all government entities must adopt only the authorised branding outlined in these guidelines to ensure a whole of government presence is maintained at all times.
• Where an entity has been deemed to comply with the Common Branding Policy, exemptions requests may be approved by the Chair of GCAC where an entity has demonstrated that an exemption would support a: • vested commercial welfare interest; • cultural welfare interest; or • public welfare interest.
• There are two types of exemption: • Co-branding Where an entity is permitted to be recognised by an approved entity logo in conjunction with a GOSA logo. • Entity logo only (full exemption) Where an entity is permitted to be recognised solely by an approved entity specific logo.
• If granted, the exemption applies solely to the specific entity and logo approved. The exemption does not extend to any sub-entities or additional logos. Any future alterations will require a new submission for consideration.

Color Palette

• The colours must be applied as follows: COLOUR PMS 4 COLOUR PROCESS Blue 295 100 cyan, 60 magenta, 30 black Top and bottom segments of the roundel, words ‘Government of South Australia’ below or beside the roundel Red 199 100 magenta, 65 yellow Intermediate segment of the roundel Yellow 137 100 yellow, 35 magenta Smallest segment of the roundel Charcoal Grey cool grey 11 60 black Inner circle of the roundel and the Piping Shrike Black Black 100 black Single colour mono
• The full colour logo is specified in RGB (red, green, blue) and Hex format as: COLOUR R G B HEX Blue 0 46 89 004B88 Red 224 5 54 ED174C Yellow 251 139 0 FCAF17 Charcoal Grey 95 93 92 808285 Black 35 31 32 231F20
• The full colour logo is specified in CMYK (cyan, magenta, yellow, key) format as: COLOUR C M Y K Blue 100 60 0 30 Red 0 100 65 0 Yellow 0 35 100 0 Charcoal Grey 0 0 0 60 Black 0 0 0 100
• Colour The GOSA logo may only be reproduced in prescribed colour formats from original artwork files per the following pages. When reproducing the full colour logo: • It must be reproduced on a white or light colour background and never onto strong or dark colours • Where there is a coloured background the centre of the roundel must be transparent with the background colour appearing through the entire logo. Blue (PMS 295)
• Single colour version (mono) The GOSA logo may be reproduced in a single colour where full colour is not available: • Black or Blue (PMS 295) are the only permitted colours. • The mono logo may be applied to a white or light background.
• Reverse white version When the GOSA logo is reproduced on dark backgrounds, the reverse white version of the GOSA logo must be used: • Any dark background colour is suitable. • A light background colour is not permitted. • The logo may only be reproduced reversed in white.
• All GOSA logo requirements for size, colour, position and application apply to entity logos.
• When in mono, the GOSA logo should be reproduced in Black, PMS 295 Blue or White reverse only.

Typography

• The font for the Government of South Australia logo is Frutiger LT Std Bold.
• The font for the entity name is Frutiger LT Std Roman. It is the same font size as the GOSA font.
• All GOSA logo requirements for size, colour, position and application apply to entity logos.
• All print and digital material (outside of advertising and marketing campaigns) should use Frutiger to ensure consistent communication.
• Frutiger LT Std Light
• Frutiger LT Std Light Italic
• Frutiger LT Std Roman
• Frutiger LT Std Italic
• Frutiger LT Std Bold
• Frutiger LT Std Bold Italic
• Frutiger LT Std Black
• Frutiger LT Std Black Italic
• Where Frutiger is not available, i.e. word processing software, internal communication and email, Arial can be used instead.
• Reference to the Government of South Australia and its entities must be presented in all upper case, or title case. All lower case is not acceptable. The use of acronyms such as GOSA or Government of SA is not acceptable.
• Font: Frutiger Bold Size7.5pt Leading 8.Spt Address Font: Frutiger Light Size7.5pt Leading 8.Spt ABN, Generic Email, Web (all optional) Font: Frutiger light Size7.Spt Leading 8.Spt
• Font: Frutiger Bold Size 11pt Leading 12pt
• Font: Frutiger light Size7.Spt Leading8.5pt
• Font: Frutiger Bold Size7.Spt Leading8.Spt
• Font: Frutiger light Size7.Spt Leading8.Spt
• Font: Frutiger light Size 7.5pt Leading8.5pt
• Font: Frutiger Bold Size9pt Font: Frutiger Bold Size7.Spt Font: Frutiger Bold Size7pt Font: Frutiger Light Size7pt
• Font: Frutiger Bold Size6pt Font: Frutiger Bold Size9pt Font: Frutiger Bold Size7pt Font: Frutiger light Size7pt

Logo Usage

• The Government of South Australia logo (GOSA logo) consists of: • the roundel, incorporating the Piping Shrike and the words ‘South Australia’; and • the words ‘Government of South Australia’. The standard logo incorporates the words beneath the roundel. Two horizontal versions are also available, which may be used where design or application precludes the use of the standard form. The logo must not be modified and must be reproduced in its entirety.
• NOTE: All aspects of the common brand, including all versions and variations, must be reproduced from original, digital artwork. No facet may be recreated or redrawn and the logo must always retain its original colours and proportions.
• Government of South Australia logo files are available from the whole-of-government Communications Approval Portal, Launchpad. If you have access to Launchpad, you will be able to access the logo files via the portal.
• If you don’t have access to Launchpad, please contact your Director of Communications (or equivalent).
• Use of the GOSA logo by a third party (non-government) entity must be authorised by a relevant Government entity prior to entering the public domain.
• The minimum size of the GOSA logo roundel must be 10mm. This applies to every design form, variation, and all applications, and is a minimum only. The logo must be in proportion to the design to which it is applied.
• 10mm, as measured across the diameter of the ‘roundel’
• The full colour version of the GOSA logo is the preferred option where possible.
• The colours must be applied as follows: COLOUR PMS 4 COLOUR PROCESS Blue 295 100 cyan, 60 magenta, 30 black Top and bottom segments of the roundel, words ‘Government of South Australia’ below or beside the roundel Red 199 100 magenta, 65 yellow Intermediate segment of the roundel Yellow 137 100 yellow, 35 magenta Smallest segment of the roundel Charcoal Grey cool grey 11 60 black Inner circle of the roundel and the Piping Shrike Black Black 100 black Single colour mono
• The full colour logo is specified in RGB (red, green, blue) and Hex format as: COLOUR R G B HEX Blue 0 46 89 004B88 Red 224 5 54 ED174C Yellow 251 139 0 FCAF17 Charcoal Grey 95 93 92 808285 Black 35 31 32 231F20
• The full colour logo is specified in CMYK (cyan, magenta, yellow, key) format as: COLOUR C M Y K Blue 100 60 0 30 Red 0 100 65 0 Yellow 0 35 100 0 Charcoal Grey 0 0 0 60 Black 0 0 0 100
• The font for the Government of South Australia logo is Frutiger LT Std Bold.
• The GOSA logo must be protected by an isolation zone of clear space at all times (this applies to every version and all applications): • A clear space, the width measuring 25% of the diameter of the roundel, must surround the logo on all sides • It cannot be impinged upon by graphic elements, other logos, the edge of a page or advertisement • It must be free of background colour changes • The GOSA logo cannot be rotated • No segment may be reproduced as a graphic element.
• The GOSA logo may only be reproduced in prescribed colour formats from original artwork files per the following pages. When reproducing the full colour logo: • It must be reproduced on a white or light colour background and never onto strong or dark colours • Where there is a coloured background the centre of the roundel must be transparent with the background colour appearing through the entire logo.
• The GOSA logo may be reproduced in a single colour where full colour is not available: • Black or Blue (PMS 295) are the only permitted colours. • The mono logo may be applied to a white or light background.
• When the GOSA logo is reproduced on dark backgrounds, the reverse white version of the GOSA logo must be used: • Any dark background colour is suitable. • A light background colour is not permitted. • The logo may only be reproduced reversed in white.
• Variations are available to highlight the government’s involvement through in-kind support, financial assistance or sponsorship. Use of the GOSA logo by a third party (non-government) entity must be authorised by a relevant Government entity prior to entering the public domain. The only approved variations are ‘Sponsored by’, ‘Supported by’ and ‘Initiative of’
• Use of the solid line version of the roundel is reserved for use by ministers only. However, it can be made available for use where the reproduction requires it, such as with embroidery. Use of the solid line logo is strictly on approval by the Government Communications Advisory Committee (GCAC). Please contact govcommunications@sa.gov.au to apply for an exemption to use the solid line logo.
• All GOSA logo requirements for size, colour, position and application apply to entity logos.
• Premier and Cabinet Circular 005: Whole of Government Communication and Branding states that all government entities must adopt only the authorised branding outlined in these guidelines to ensure a whole of government presence is maintained at all times.

Visual Style

• The background color should be a solid dark blue. The title text should be aligned towards the upper left portion of the cover in bold, white, uppercase letters, with each line separated by a thin, horizontal white line. The text should include ‘Government of South Australia’, then a line break, ‘Branding Guidelines’, then another line break, and ‘April 2024’ at the bottom of the text block, all left-aligned. The bottom right corner should contain a circular logo representing the Government of South Australia, with a simple, official emblem — potentially featuring a stylized graphic or official insignia — rendered in monochrome, with the words ‘Government of South Australia’ encircling the emblem. The logo should be partially overlaid on a white triangular shape that extends from the bottom right edge diagonally towards the center, creating a clean, modern contrast. The overall layout should be minimalistic, with a clear hierarchy of information, professional typography, and balanced spacing to convey authority and clarity. The image as a whole should evoke formality, officialdom, and systematic branding consistent with government document cover pages.
• The Government of South Australia logo (GOSA logo) consists of: • the roundel, incorporating the Piping Shrike and the words ‘South Australia’; and • the words ‘Government of South Australia’. The standard logo incorporates the words beneath the roundel. Two horizontal versions are also available, which may be used where design or application precludes the use of the standard form. The logo must not be modified and must be reproduced in its entirety.
• All aspects of the common brand, including all versions and variations, must be reproduced from original, digital artwork. No facet may be recreated or redrawn and the logo must always retain its original colours and proportions.
• The minimum size of the GOSA logo roundel must be 10mm. This applies to every design form, variation, and all applications, and is a minimum only. The logo must be in proportion to the design to which it is applied.
• The full colour version of the GOSA logo is the preferred option where possible.
• The colours must be applied as follows: Blue PMS 295, 100 cyan, 60 magenta, 30 black; Red PMS 199, 100 magenta, 65 yellow; Yellow PMS 137, 100 yellow, 35 magenta; Charcoal Grey cool grey 11, 60 black; Black, 100 black.
• The full colour logo is specified in RGB (red, green, blue) and Hex format as: Blue 0 46 89 004B88; Red 224 5 54 ED174C; Yellow 251 139 0 FCAF17; Charcoal Grey 95 93 92 808285; Black 35 31 32 231F20.
• The full colour logo is specified in CMYK (cyan, magenta, yellow, key) format as: Blue 100 60 0 30; Red 0 100 65 0; Yellow 0 35 100 0; Charcoal Grey 0 0 0 60; Black 0 0 0 100.
• The font for the Government of South Australia logo is Frutiger LT Std Bold.
• The GOSA logo must be protected by an isolation zone of clear space at all times (this applies to every version and all applications): • A clear space, the width measuring 25% of the diameter of the roundel, must surround the logo on all sides • It cannot be impinged upon by graphic elements, other logos, the edge of a page or advertisement • It must be free of background colour changes • The GOSA logo cannot be rotated • No segment may be reproduced as a graphic element.
• Colour The GOSA logo may only be reproduced in prescribed colour formats from original artwork files per the following pages. When reproducing the full colour logo: • It must be reproduced on a white or light colour background and never onto strong or dark colours • Where there is a coloured background the centre of the roundel must be transparent with the background colour appearing through the entire logo. Blue (PMS 295) Single colour version (mono) The GOSA logo may be reproduced in a single colour where full colour is not available: • Black or Blue (PMS 295) are the only permitted colours. • The mono logo may be applied to a white or light background. Reverse white version When the GOSA logo is reproduced on dark backgrounds, the reverse white version of the GOSA logo must be used: • Any dark background colour is suitable. • A light background colour is not permitted. • The logo may only be reproduced reversed in white.
• The Common Branding Policy applies to all government entities that are directed by a minister, including: • Departments and subordinate agencies only (not programs, initiatives, committees etc); • statutory authorities; • boards; • government enterprises. The policy states all entities must adopt the Common Branding format. Examples of the prescribed format are shown below:
• Entity logo templates are available by request to GovCommunications@sa.gov.au. Only one entity can be added to the GOSA logo. The font for the entity name is Frutiger LT Std Roman. It is the same font size as the GOSA font. All GOSA logo requirements for size, colour, position and application apply to entity logos. Programs, initiatives and committees not entitled to their own GOSA entity logo may use a graphic element in junction with the relevant entity logo. Refer to the section ‘Use of supporting graphics’.
• Premier and Cabinet Circular 005: Whole of Government Communication and Branding states that all government entities must adopt only the authorised branding outlined in these guidelines to ensure a whole of government presence is maintained at all times.

Layout And Composition

• The GOSA logo must be protected by an isolation zone of clear space at all times (this applies to every version and all applications): • A clear space, the width measuring 25% of the diameter of the roundel, must surround the logo on all sides • It cannot be impinged upon by graphic elements, other logos, the edge of a page or advertisement • It must be free of background colour changes • The GOSA logo cannot be rotated • No segment may be reproduced as a graphic element.
• All GOSA logo requirements for size, colour, position and application apply to entity logos.
• The policy states all entities must adopt the Common Branding format. Examples of the prescribed format are shown below:
• Only one entity can be added to the GOSA logo.
• Programs, initiatives and committees not entitled to their own GOSA entity logo may use a graphic element in junction with the relevant entity logo. Refer to the section ‘Use of supporting graphics’.
• Premier and Cabinet Circular 005: Whole of Government Communication and Branding states that all government entities must adopt only the authorised branding outlined in these guidelines to ensure a whole of government presence is maintained at all times.

Approval Process

• These guidelines do not replace the established communications approval process for all advertising and marketing campaigns prior to entering the public domain.
• The Marketing Communications Guidelines, available from dpc.sa.gov.au/govcommunications, outlines the requirements of the government communications approval process.
• Submissions for exemption are facilitated on Launchpad and must follow the approval process outlined in the Marketing Communications Guidelines. Applications must be assessed and supported by the Chief Executive (or equivalent) before progressing to the Chair of GCAC for approval.
• If granted, the exemption applies solely to the specific entity and logo approved. The exemption does not extend to any sub-entities or additional logos. Any future alterations will require a new submission for consideration.
• Please refer to the Marketing Communications Guidelines, available from dpc.sa.gov.au/govcommunications, for more information.

Exemption Submissions

• Where an entity has been deemed to comply with the Common Branding Policy, exemptions requests may be approved by the Chair of GCAC where an entity has demonstrated that an exemption would support a: • vested commercial welfare interest; • cultural welfare interest; or • public welfare interest.
• There are two types of exemption: • Co-branding Where an entity is permitted to be recognised by an approved entity logo in conjunction with a GOSA logo. • Entity logo only (full exemption) Where an entity is permitted to be recognised solely by an approved entity specific logo.
• Submissions for exemption are facilitated on Launchpad and must follow the approval process outlined in the Marketing Communications Guidelines. Applications must be assessed and supported by the Chief Executive (or equivalent) before progressing to the Chair of GCAC for approval.
• If granted, the exemption applies solely to the specific entity and logo approved. The exemption does not extend to any sub-entities or additional logos. Any future alterations will require a new submission for consideration.
• Please refer to the Marketing Communications Guidelines, available from dpc.sa.gov.au/govcommunications, for more information.

Signage Guidelines

• Signs that only state the department, branch or unit name are not required to include an approved logo. Examples include, internal and external building signs, which tell the visitor their location.
• Should the logo be used, it must be in proportion to the design to which it is applied.
• Signage that is specifically designed to impart information or promote a particular activity should include an approved entity logo. Examples include: walking trail signs, infrastructure development notice signs, etc.
• When in mono, the GOSA logo should be reproduced in Black, PMS 295 Blue or White reverse only.
• Where a co-branding exemption has been granted, both the GOSA and entity logo should be produced in equal visual weight.
• The logo size must be in proportion to the design to which it is applied.

Corporate Stationery

• A suite of corporate stationery has been designed for all government entities and ministerial offices. All entities must adopt the approved layout to maintain a professional and consistent corporate identity.
• The standard suite of stationery available on pages 19–28 is the default design for all government entities and ministerial offices.
• No alterations or additions to the design are accepted.
• Initiatives and entity specific positioning statements, slogans, supporting graphics etc are not permitted on stationery.
• Stationery may be reproduced in either full colour or single colour (mono) format as appropriate.
• When reproducing stationery in the mono format it may be produced in either blue (PMS 295) or black.
• No additions to the prescribed artwork are permitted, this includes both the front and back (excludes translations into a foreign language).
• Internal administration forms for agency use only (not external distribution) should also adopt a consistent format in line with the stationery style.
• Where electronic stationery templates are produced the default font is Arial or Calibri.
• All stationery should be produced on white paper with no embellishments (eg embossing, debossing, gel).
• A maximum of two subordinate entities may be recognised in words (in a prescribed typeface and in the position indicated below) and the combination of agency/program recognition is at the final discretion of the relevant Chief Executive (or equivalent).
• Font: Frutiger Bold Size7.5pt Leading 8.Spt Address Font: Frutiger Light Size7.5pt Leading 8.Spt ABN, Generic Email, Web (all optional) Font: Frutiger light Size7.Spt Leading 8.Spt
• Minister 40mm Font: Frutiger Bold Size 11pt Leading 12pt 12mm I I lfhe Hon John Citizen MP ________Optional -+—–ember for Hindmarsh 27.5mm Government of South Australia Mini,todo, Emergency Portfolio Services Minister for Font: Frutiger Bold I Police Size7.Spt Lorem ipsum dolor Leading8.5pt Minister for sit amet, consectetuer Recreation Sport adipiscing elit, sed diam and Racing Minister for nonummy nibh euismod Correctional Services j 200 Victoria Square Adelaide SA 5000 Address Dear Recipient GPO Box 0000 Font: Frutiger light Adelaide SA 5001 Size7.Spt DXOOO Leading8.5pt Tel 08 8303 0000 ABN 12 345 678 901 generic@sa.gov.au ABN, Generic www.generic.sa.gov.au J Email, Web ’ (all optional) Font: Frutiger light Size 7.5pt Leading8.Spt 40mm
• Portfolio Font: Frutiger Bold Size7.Spt Leading8.5pt Address Font: Frutiger light Size7.Spt Leading8.5pt ABN Generic Email, Web (all optional) Font: Frutiger light Size 7.5pt Leading8.Spt 40mm
• WITH COMPLIMENTS Font: Frutiger light Size7.Spt Leading8.5pt ’ ’ 15mm 40mm
• Minister 40mm 25mm Font: Frutiger Bold Size 11pt Leading 12pt
• Government of South Australia M;,;,tedo, Emergency Services Portfolio Minister for Police Font: Frutiger Bold Size7.Spt Leading8.Spt Minister for Recreation ] Sport and Racing Minister for Correctional Services 200VictoriaSquare Adelaide SA 5000 I Address GPO Box 0000, Adelaide SA 5001 Font: Frutiger light Size7.Spt Leading8.Spt DX000 Tel 08 8303 0000 WITH COMPLIMENTS generic@sa gov au www.genericsagovauGeneric Email, 10mm Web (optional) Font: Frutiger light Size7.Spt Leading8.5pt 15mm
• Business cards: 5mm-12mm Govenment of South Australia Department of the Premier 22mm and Cabinet Learning and Development John Citizen 28mm Manager, Corporate Communications Public Affairs Tel 08 8303 0000 GPO Box 0000 Mobile 0419000000 Adelaide SA 5001 generic@sa.gov.au www.generic.sa.gov.au 3mm 37mm Govenment of South Australia Department of the Premier Department and Cabinet Learning and Development Agency,program, Name John Citizen business unit etc Font: Frutiger Bold Manager, Corporate Communications Entity 1 Size9pt Font: Frutiger Bold Agency,program, Size7.Spt Public Affairs business unit etc Tel 08 8303 0000 GPO Box 0000 Title Mobile 0419 000 000 Adelaide SA 5001 Entity2 Font: Frutiger Bold generic@sa.gov.au www.generic.sa.gov.au Size7pt Font: Frutiger Bold Size7pt Address Leading8pt Font: Frutiger Light Size7pt Web (optional) Font: Frutiger Light Size7pt
• Government of South Australia Name Hon John Citizen MP Font: Frutiger Bold Minister for Emergency Services Size9pt Minister for Police Minister for Recreation Sport and Racing Portfolio Minister for Correctional Services Font: Frutiger Bold Size6pt Address Tel 08 8303 0000 200 Victoria Square Font: Frutiger light Mobile 0419000000 AdelaideSASOO0 Size7pt generic@sa.gov.au GPO Box 0000 Adelaide 5001
• Envelopes: E 58mm E Ln ———————————————— 10mm I Government of South Australia Department of the Premier and Cabinet GPO Box 0000, Adelaide SA 5001
• Note: These specifications apply to all envelope sizes.

Additional Properties