New South Wales Government

Official Websites

• https://www.nsw.gov.au
• https://branding.nsw.gov.au

Brand Guidelines

2014

Brand Summary

Mission

• The NSW NOW campaign aims to attract new investment in NSW by showcasing the state’s strengths and demonstrating its competitive position. The brand is used to signify NSW Government involvement in projects, programs, events, and announcements that drive economic growth and development [^1].

Core Values

• economic growth
• investment promotion
• professionalism
• clarity
• consistency

Target Audience

• Potential investors in NSW from interstate and overseas, as well as agencies and entities involved in projects that drive economic growth [^2].

Personality Traits

• authoritative
• professional
• modern
• clear
• attention-grabbing

Visual Identity Overview

• The visual identity centers on the NSW NOW and NSW Government logos, which use blue and red color palettes, clear space requirements, and modern sans-serif typography (Gotham). The logos are inspired by the floral emblem of NSW and are designed for flexibility across applications, with guidelines for color, size, and prominence [^3].

Categories

Logo Usage

• The NSW NOW logo should be the primary logo used by agencies to signify the NSW Government’s involvement in any project, program, event and announcement that has the potential to drive economic growth and development.
• The NSW NOW logo should be the primary logo used on all projects, programs and announcements that have the potential to drive economic growth and development, including: 1. Policies and programs that target economic growth and promote confidence in investing in NSW 2. Initiatives that aim to increase the awareness of interstate and overseas investors of the value of investing in NSW 3. Infrastructure projects 4. Major capital works 5. Any other initiative or announcement that aligns with or enhances the NSW NOW campaign message and brand.
• It is understood that the logo is required to be flexible across a range of potential applications and to this end, versions have been provided with varying widths below. Where there is a choice, Style 1 is the preferred option.
• The logo has been designed for use in colour and in the proportions above. Other than increasing the size of the strapline font to ensure readability, the proportions must not be altered without prior approval from the Strategic Communications branch.
• The logo must appear with the strap line ‘The new state of business’. Similarly, the logo should appear in colour wherever possible.
• The colour version of the NSW NOW logo is the preferred style. The logo must appear on a white or light background. Mono and reverse versions of the logo may only be used where colour reproduction is not available.
• The colours of the NSW NOW logo match the blue and light red of the NSW Government logo. For colour breakdown in CMYK or RGB, see below. Blue: RGB R = 0 G = 38 B = 100; CMYK C = 100 M = 85 Y = 5 K = 20 Red: RGB R = 198 G = 12 B = 48; CMYK C = 0 M = 100 Y = 75 K = 4
• Clear space must be maintained around the logo which is no less than the height of the “N” in NSW contained in the namestyle of the logo. (See below).
• The minimum size for reproduction of the logo is 10mm (28 pixels) in height for the horizontal versions, or 10mm in width for the portrait version.
• The use of the NSW NOW logo alongside the NSW Government corporate logo is not supported.
• Where a government or agency logo is required, agencies should give priority to NSW NOW and move the agency logo to a secondary location.
• Where a third party or government program logo (that is not a NSW Government corporate logo) is required, agencies should ensure that the NSW NOW logo has equal or greater prominence.
• Where only one logo can be used to signify government involvement, the NSW NOW logo replaces the NSW Government corporate logo.
• Agencies should use the NSW NOW logo when advertising NSW NOW related activities. Wherever possible, the NSW NOW logo should appear in full colour and be integrated into the design of the advertisement.
• For display advertising up to a half page tabloid newspaper, the logo must be a minimum of 15mm in height. For larger scale and outdoor advertisements, agencies should increase the size of the logo appropriately to ensure that it retains prominence. Wherever other logos appear on an advertisement – for instance, partner or sponsor logos – the NSW NOW logo must be in the most prominent position.
• In classified advertising, where the advertisement is in mono, agencies should use the mono version should of the logo at no less than 10mm in height.

Color Palette

• The colour version of the NSW NOW logo is the preferred style. The logo must appear on a white or light background. Mono and reverse versions of the logo may only be used where colour reproduction is not available.
• The colours of the NSW NOW logo match the blue and light red of the NSW Government logo. For colour breakdown in CMYK or RGB, see below.
• Blue RGB R = 0 G = 38 B = 100 CMYK C = 100 M = 85 Y = 5 K = 20
• Red RGB R = 198 G = 12 B = 48 CMYK C = 0 M = 100 Y = 75 K = 4

Typography

• The font used with the NSW Government corporate logo is Gotham. Agencies and business units must use Gotham in their agency logo.
• Arial is the preferred font for digital communications.
• Agencies and business units must use Gotham in their agency logo. The font for the name of an agency or business unit is: Gotham Medium, 26pt
• If the name of an agency or business unit contains ‘and’, an ampersand should be used. The font for the ampersand is: Gotham Light, 26pt
• For grouped logos: Gotham Medium, 26pt
• The font for the secondary agency is: Gotham Light, 19pt

Visual Style

• The logo has been designed for use in colour and in the proportions above. Other than increasing the size of the strapline font to ensure readability, the proportions must not be altered without prior approval from the Strategic Communications branch.
• The logo must appear with the strap line ‘The new state of business’. Similarly, the logo should appear in colour wherever possible.
• The colour version of the NSW NOW logo is the preferred style. The logo must appear on a white or light background. Mono and reverse versions of the logo may only be used where colour reproduction is not available.
• The colours of the NSW NOW logo match the blue and light red of the NSW Government logo. For colour breakdown in CMYK or RGB, see below.
• Blue: RGB R = 0 G = 38 B = 100; CMYK C = 100 M = 85 Y = 5 K = 20
• Red: RGB R = 198 G = 12 B = 48; CMYK C = 0 M = 100 Y = 75 K = 4
• Clear space must be maintained around the logo which is no less than the height of the “N” in NSW contained in the namestyle of the logo.
• The minimum size for reproduction of the logo is 10mm (28 pixels) in height for the horizontal versions, or 10mm in width for the portrait version.
• For display advertising up to a half page tabloid newspaper, the logo must be a minimum of 15mm in height. For larger scale and outdoor advertisements, agencies should increase the size of the logo appropriately to ensure that it retains prominence.
• Wherever other logos appear on an advertisement – for instance, partner or sponsor logos – the NSW NOW logo must be in the most prominent position.
• In classified advertising, where the advertisement is in mono, agencies should use the mono version should of the logo at no less than 10mm in height.

Brand Imagery

• All images contained in this document are available from Strategic Communications, Department of Premier and Cabinet. Images are available in EPS, JPG and PNG formats.
• The logo must appear with the strap line ‘The new state of business’. Similarly, the logo should appear in colour wherever possible.
• The colour version of the NSW NOW logo is the preferred style. The logo must appear on a white or light background. Mono and reverse versions of the logo may only be used where colour reproduction is not available.
• The colours of the NSW NOW logo match the blue and light red of the NSW Government logo. For colour breakdown in CMYK or RGB, see below.
• Blue: RGB R = 0 G = 38 B = 100; CMYK C = 100 M = 85 Y = 5 K = 20
• Red: RGB R = 198 G = 12 B = 48; CMYK C = 0 M = 100 Y = 75 K = 4
• Clear space must be maintained around the logo which is no less than the height of the “N” in NSW contained in the namestyle of the logo.
• The minimum size for reproduction of the logo is 10mm (28 pixels) in height for the horizontal versions, or 10mm in width for the portrait version.
• For display advertising up to a half page tabloid newspaper, the logo must be a minimum of 15mm in height. For larger scale and outdoor advertisements, agencies should increase the size of the logo appropriately to ensure that it retains prominence.
• Wherever other logos appear on an advertisement – for instance, partner or sponsor logos – the NSW NOW logo must be in the most prominent position.
• In classified advertising, where the advertisement is in mono, agencies should use the mono version should of the logo at no less than 10mm in height.

Layout And Composition

• Versions have been provided with varying widths below. Where there is a choice, Style 1 is the preferred option.
• The logo has been designed for use in colour and in the proportions above. Other than increasing the size of the strapline font to ensure readability, the proportions must not be altered without prior approval from the Strategic Communications branch.
• Clear space must be maintained around the logo which is no less than the height of the “N” in NSW contained in the namestyle of the logo. (See below).
• The minimum size for reproduction of the logo is 10mm (28 pixels) in height for the horizontal versions, or 10mm in width for the portrait version.
• The use of the NSW NOW logo alongside the NSW Government corporate logo is not supported.
• Where a government or agency logo is required, agencies should give priority to NSW NOW and move the agency logo to a secondary location.
• Where a third party or government program logo (that is not a NSW Government corporate logo) is required, agencies should ensure that the NSW NOW logo has equal or greater prominence.
• Where only one logo can be used to signify government involvement, the NSW NOW logo replaces the NSW Government corporate logo.
• For display advertising up to a half page tabloid newspaper, the logo must be a minimum of 15mm in height. For larger scale and outdoor advertisements, agencies should increase the size of the logo appropriately to ensure that it retains prominence. Wherever other logos appear on an advertisement – for instance, partner or sponsor logos – the NSW NOW logo must be in the most prominent position.
• In classified advertising, where the advertisement is in mono, agencies should use the mono version should of the logo at no less than 10mm in height.

Additional Properties