New South Wales Police Force

📋 1 Guidelines

🔗 Connections

Sector

Public sector Emergency services

Region

Australia

Guideline Year

2019

Language

English

Tags

Security

Official Websites

Brand Guidelines

2019

Brand Summary

Mission
  • To work with the community to reduce violence, crime and fear, and to protect the police image and reputation by ensuring consistent and appropriate application of the Corporate Brand across the NSW Police Force [^1].
Core Values
  • trust
  • integrity
  • safety
  • law enforcement
  • professionalism
  • community partnership
Target Audience
  • The community of New South Wales, government agencies, not-for-profit organizations, charities, police-aligned sporting groups, and internal NSW Police Force employees [^2].
Personality Traits
  • authority
  • respect
  • honor
  • vigilance
  • achievement
  • pride
Visual Identity Overview
  • The visual identity centers on the Corporate Brand, which includes the police insignia (crest), logotype (‘NSW Police Force’), chequered band (Sillitoe tartan), and the word ‘police’. The brand is co-branded with the NSW Government logo for external communications. Strict guidelines govern logo usage, color palette, typography, and layout to ensure a consistent, professional, and authoritative image [^3].

Categories

Brand Imagery
  • The Corporate Brand consists of the insignia (or crest) logotype (‘NSW Police Force’) chequered band and the word ‘police’.
  • The Corporate Brand is also co-branded with the NSW Government logo.
  • The Corporate Brand and co-brand must not be altered in any way.
  • No other police logo or branding may be used externally under any circumstances unless it is formally approved as set out in section 2.4 below.
  • The Corporate Brand and co-brand must not be used: ■ on stationery (including business cards) of any organisations external to the NSW Police Force, regardless of any commercial arrangements between the parties. This includes Crime Stoppers and the PCYC ■ in the manufacture or sale of merchandise unless specifically authorised in accordance with section 4.4 of this document ■ on any non-standard issue NSW Police Force uniforms unless approved by the Commissioner’s Executive Team ■ on any non-standard issue NSW Police Force equipment, unless approved ■ to endorse any commercial organisation, product or service; consistent with the NSW Police Force Endorsement Policy and Procedures ■ on sponsored vehicles or trailers unless in accordance with the Sponsorship, Donation and Fundraising Policy and section 7 of this policy.
  • The application of the Corporate Brand or co-brand in all instances must be strictly in accordance with this Policy.
  • All original artwork must be sighted and approved by the Corporate Communications Unit, Public Affairs Branch, prior to publication.
  • The Corporate Brand and co-brand can be used in accordance with the conditions set out in this policy in Part A and reproduced according to the requirements set out in Part B.
  • The corporate logo must have a prominent position on all communications. It should be placed at the top or bottom of your communication.
  • The chequered band may be used as a styling element. It should appear only once on your communication, preferably on the bottom, below the corporate logo.
  • It is important to differentiate the corporate logo from the background.
  • The colour, badge and co-branded colour versions of the corporate logo should appear on white or coloured backgrounds not exceeding 20%.
  • The mono versions of the corporate logo should appear on white or coloured backgrounds not exceeding 50%. The preferred colour for the mono corporate logo is blue or black.
  • The colour, badge and co-branded mono versions of the corporate logo may appear on photos provided there are sufficient areas of white or pale colours in the space where the logo is to be placed.
  • The reverse versions of the corporate logo should appear on dark or tinted backgrounds greater than 50% (preferably blue or black), or on photos provided there are sufficient areas of black or dark colours in the space where the logo is to be placed.
  • Misuse of the corporate logo devalues it. When a logo is stretched out of proportion it appears distorted. It is important that you maintain the aspect ratio when resizing the logo by pressing the shift key and dragging the corner of the logo in or out.
  • The corporate logo must not be rotated, cropped or altered in any manner. Adding elements (eg: a chequered band behind the logo) or separating elements (eg: the eagle) is strictly forbidden.
  • Do not -Use on busy or patterned backgrounds.
  • Do not -rotate the logo.
  • Do not -change the placement of the logo.
  • Do not-add embellishments to the logo.
  • Do not -apply effects to the logo.
  • Do not -crop the logo.
  • Do not -Use elements from the logo.
  • Do not -change the colour of the logo.
  • Do not -change the scale of the logo.
  • The minimum size for reproduction of the corporate logo is 20mm (including the clear space). Where space is less than 20mm, it is recommended that you use the police insignia instead.
  • The minimum size for reproduction of the co-branded corporate logo is 24mm high (including the clear space). Where space is less than 20mm, it is recommended that you use the police insignia instead.
  • To ensure the corporate logo and Proud Traditions logo appear clear and distinctive, a clear space must be observed in all applications. The width of the clear space is approximately half the diameter of the blue circle indicated by the top letter “X” Any elements or type are not permitted in this area. The clear space is the shaded area.
  • The width of the clear space is exactly the height of the letter “N” in NSW.
  • Any elements or type are not permitted in this area. The clear space is the shaded area.
  • The corporate colours are taken from colour versions of the corporate logo and the Proud Traditions logo. They appear in ten colours and are available in CMYK, PMS and RGB.
  • PMS offers the most accurate colour fidelity, however it cannot be used to reproduce full colour photos.
  • If you are applying the full colour corporate logo or the Proud Traditions logo to print-based communications containing photos, it is recommended that you use CMYK.
  • If you are applying the full colour corporate logo or the Proud Traditions logo to web­based communications or Powerpoint presentations, it is recommended that you use RGB.
  • The blue and white chequered band (Sillitoe Tartan) is used as an icon of policing throughout the world. It consists of two or three rows of blue and white squares of equal size. The chequered band may be used in any of the formats shown below. Three rows of cheques is the preferred option.
  • Blue -two rows (use only when three rows is not feasible)
  • Blue -three rows
  • Blue with keyline
  • Black
  • Black with keyline
  • Blue tint (not exceeding 20%)
  • Black tint (not exceeding 20%)
  • Reverse on blue background
  • Reverse on black background
  • The chequered band may also be used as a rectangular/square frame or as a circular frame.
Color Palette
  • Full colour -The full colour logo and co-branded badge logo should be given preference over all other versions for internal and external communications.
  • Mono (black) -Use the mono logo (black) where colour reproduction is not available or appropriate. It should be applied to a white or light background.
  • Reverse (white) -Use the reverse (white) logo on dark backgrounds, when it is not possible to accommodate the colour logo.
  • Reverse colour-Use the reverse colour logo on dark backgrounds, when it is not possible to accommodate the colour logo.
  • The corporate colours are taken from colour versions of the corporate logo and the Proud Traditions logo. They appear in ten colours and are available in CMYK, PMS and RGB.
  • PMS offers the most accurate colour fidelity, however it cannot be used to reproduce full colour photos.
  • If you are applying the full colour corporate logo or the Proud Traditions logo to print-based communications containing photos, it is recommended that you use CMYK.
  • If you are applying the full colour corporate logo or the Proud Traditions logo to web­based communications or Powerpoint presentations, it is recommended that you use RGB.
  • Shown below is a breakdown of the colours used in the corporate logo and the Proud Traditions logo.
  • Dark Blue PMS 282 CMYK 100, 90, 13, 68 RGB 0,30,66
  • Blue PMS 287 CMYK 100, 75, 2, 18 RGB 0,48, 135
  • Gold PMS 123 CMYK 0, 19,89, 0 RGB 255, 199,44
  • Green PMS 341 CMYK 95,5,82,24 RGB 0, 122,83
  • PMS 485 CMYK 0, 95, 100, 0 RGB 218,41,28
  • Dark Brown PMS 476 CMYK 30, 71, 75,81 RGB 78,54,41
  • Light Blue PMS 2706 CMYK 19, 10, 0,0 RGB 190,202,234
  • Brown PMS 7531 CMYK 16,29,38,53 RGB 122, 104,85
  • Light Brown PMS 7528 CMYK 5, 10, 17, 16 RGB 197,185,172
  • Black Process Black CMYK 0, 0, 0, 100 RGB 0,0,0
  • The colour, badge and co-branded colour versions of the corporate logo should appear on white or coloured backgrounds not exceeding 20%.
  • The mono versions of the corporate logo should appear on white or coloured backgrounds not exceeding 50%. The preferred colour for the mono corporate logo is blue or black.
  • The colour, badge and co-branded mono versions of the corporate logo may appear on photos provided there are sufficient areas of white or pale colours in the space where the logo is to be placed.
  • The reverse versions of the corporate logo should appear on dark or tinted backgrounds greater than 50% (preferably blue or black), or on photos provided there are sufficient areas of black or dark colours in the space where the logo is to be placed.
  • Do not -change the colour of the logo.
Typography
  • ITC Franklin Gothic is the corporate typeface for the NSW Police Force. When ITC Franklin Gothic is not available, the preferred alternative typefaces are Arial or Helvetica.
  • When applying the Corporate Brand to print-based communications, it is recommended that you use the fonts shown below. Body text ITC Franklin Gothic Book ABCDEFGHIJKLMN0PQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Sub headings ITC Franklin Gothic Demi ABCDEFGHIJKLMN0PQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Main headings ITC Franklin Gothic Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial or Helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Bold or Helvetica Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Black or Helvetica Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
  • When applying the Corporate Brand to web-based communications, it is recommended that you use the fonts shown below. Arial or Default Sans Serif ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefgh ij kl mnopq rstuvwxyz 1234567890 Arial Bold or Default Sans Serif Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Logo Usage
  • The Corporate Brand consists of the insignia (or crest) logotype (‘NSW Police Force’) chequered band and the word ‘police’.
  • The Corporate Brand is also co-branded with the NSW Government logo.
  • No other police logo or branding may be used externally under any circumstances unless it is formally approved as set out in section 2.4 below.
  • The Corporate Brand and co-brand must not be altered in any way.
  • The Corporate Brand must be used in internal communications, for operational and ceremonial purposes, and on uniforms.
  • The co-brand must be used in paid advertising and in external communications where the NSW Police Force interface with the public in a non-operational capacity.
  • Signage for projects fully or partially funded by the NSW Government must only feature the NSW Government logo, not the police co-branded version.
  • The external use of any other police logos is prohibited unless approval is obtained: ■ from the Commissioner’s Executive Team (CET) if the proposed logo is allowed by or is outside the scope of the NSW Government Branding Guidelines ■ from the Cabinet Standing Committee on Communication and Government Advertising as an exemption if the proposed logo contravenes the NSW Government Branding Guidelines.
  • All logos approved for external use by CET or the Cabinet Standing Committee on Communication and Government Advertising must be registered with the Corporate Communications Unit, Public Affairs Branch.
  • Police signature blocks for the sign off of emails must only feature the Corporate Brand in designs approved by the Commissioner’s Executive Team.
  • No other police logo or design, regardless of whether it is otherwise approved for internal or external use, can be included in any police email signature blocks.
  • All corporate stationery features the Corporate Brand only. No other logos or mottos are permitted.
  • Internal Logos must not be included in official police social media sites such as PAC/PD Eyewatch pages or included on any small ‘hand out’ material or promotional items (such as caps, hats and pens) that have the potential to leave or be used outside of police premises.
  • Internal logos must never be used in email signature blocks.
  • If using the Corporate Brand and an Internal Logo together, such as on the same page, ensure the Internal Logo is: ■ smaller than or equal to the Corporate Brand in size ■ never placed above the Corporate Brand ■ not included on any documents or items created for use outside the NSW Police Force unless an exemption under section 2.4 is granted.
  • Always use the colour corporate logo (insignia & logotype) if the Internal Logo is in colour. The Corporate Brand must always be the prominent branding.
  • All police stationery features the Corporate Brand. No other logos or mottos are permitted.
  • The Corporate Brand and co-brand can be used in accordance with the conditions set out in this policy in Part A and reproduced according to the requirements set out in Part B.
  • Any request to use the Corporate Brand or co-brand outside the corporately approved templates, or for any purpose other than its official use within the NSW Police Force, must be approved in accordance with this policy.
  • Any part of the Corporate Brand or co-brand must not be used: ■ on stationery (including business cards) of any organisations external to the NSW Police Force, regardless of any commercial arrangements between the parties. This includes Crime Stoppers and the PCYC ■ in the manufacture or sale of merchandise unless specifically authorised in accordance with section 4.4 of this document ■ on any non-standard issue NSW Police Force uniforms unless approved by the Commissioner’s Executive Team ■ on any non-standard issue NSW Police Force equipment, unless approved ■ to endorse any commercial organisation, product or service; consistent with the NSW Police Force Endorsement Policy and Procedures ■ on sponsored vehicles or trailers unless in accordance with the Sponsorship, Donation and Fundraising Policy and section 7 of this policy.
  • The application of the Corporate Brand or co-brand in all instances must be strictly in accordance with this Policy.
  • Requests for external use of the Corporate Brand or co-brand, or use in artwork outside of the corporately approved templates, must be approved by the Public Affairs Branch prior to its application or use.
  • All original artwork must be sighted and approved by the Corporate Communications Unit, Public Affairs Branch, prior to publication.
  • When assessing a request to use the Corporate Brand or co-brand, consideration will be given to: ■ whether the application supports the NSW Police Force objective of reducing crime and the fear of crime in the community ■ whether the association of the NSW Police Force with the organisation or event would withstand internal and/or external scrutiny ■ whether there is any potential, apparent or perceived conflict of interest between the organisation, individual or event, and the objectives or activities of the NSW Police Force ■ if the request relates to an endorsement arrangement, that the use of the Corporate Brand or co-brand complies with the Endorsement Policy and Procedures. For example, whether there is any commercial endorsement in the use of the Corporate Brand, contrary to the policy’s requirements ■ if fundraising for charity, whether all monies raised will go to charity. Costs may be covered but there must be no profit to any party (see section 5.1) ■ whether anyone involved with the organisation and/or the NSW Police Force will obtain a personal benefit ■ if the request relates to a sponsorship arrangement, that the proposed use of the Corporate Brand or co-brand: ■ conforms with the Sponsorship, Donation and Fundraising Policy and/or the Endorsement Policy and Procedures, and ■ is a requirement under the sponsorship agreement between the NSW Police Force and the sponsor.
  • If a licence is granted to an external organisation to use the Corporate Brand, the licence may include conditions on its use. The licence may also be amended or withdrawn if circumstances change, such as those identified at section 8.1.1 below.
  • The Corporate Design Team, Corporate Communications Unit, can advise on the approval process.
  • The corporate logo is the most formal application of the Corporate Brand. It is created by forming a relationship between the police insignia and logotype.
  • Wherever possible these formats should be used. They are only to be used for internal communications, operational and ceremonial purposes and uniforms.
  • Colour logo -for full colour communications. This version should be given preference over all other versions.
  • Mono logo -for single colour communications.
  • Badge logo -for full colour communications. This version is an alternative to the colour version which gives a more contemporary feel to communications. It should not be used on single colour communications.
  • This is the NSW Government-NSW Police Force co-branded logo. They are the only logos to be used for advertising, non-operational external facing corporate communications and project signage.
  • Colour logo -for full colour communications. This version should be given preference over all other versions. It is not to be separated without direction from the Manager or Corporate Design Coordinator of the Corporate Communications Unit, Public Affairs Branch.
  • Project signage logo -for use on essential or non-essential signage connected to any project that is fully or partially funded by the NSW Government such as building site hoardings.
  • The blue and white chequered band (Sillitoe Tartan) is used as an icon of policing throughout the world. It consists of two or three rows of blue and white squares of equal size. The chequered band may be used in any of the formats shown below. Three rows of cheques is the preferred option.
  • Blue -two rows (use only when three rows is not feasible)
  • Blue -three rows
  • Blue with keyline
  • Black
  • Black with keyline
  • Blue tint (not exceeding 20%)
  • Black tint (not exceeding 20%)
  • Reverse on blue background
  • Reverse on black background
  • The chequered band may also be used as a rectangular/square frame or as a circular frame.
  • Full colour -The full colour logo and co-branded badge logo should be given preference over all other versions for internal and external communications.
  • Mono (black) -Use the mono logo (black) where colour reproduction is not available or appropriate. It should be applied to a white or light background.
  • Reverse (white) -Use the reverse (white) logo on dark backgrounds, when it is not possible to accommodate the colour logo.
  • Reverse colour-Use the reverse colour logo on dark backgrounds, when it is not possible to accommodate the colour logo.
  • The corporate colours are taken from colour versions of the corporate logo and the Proud Traditions logo. They appear in ten colours and are available in CMYK, PMS and RGB.
  • To ensure the corporate logo and Proud Traditions logo appear clear and distinctive, a clear space must be observed in all applications. The width of the clear space is approximately half the diameter of the blue circle indicated by the top letter “X” Any elements or type are not permitted in this area. The clear space is the shaded area.
  • The width of the clear space is exactly the height of the letter “N” in NSW.
  • Any elements or type are not permitted in this area. The clear space is the shaded area.
  • The corporate logo must have a prominent position on all communications. It should be placed at the top or bottom of your communication.
  • The chequered band may be used as a styling element. It should appear only once on your communication, preferably on the bottom, below the corporate logo.
  • It is important to differentiate the corporate logo from the background.
  • The colour, badge and co-branded colour versions of the corporate logo should appear on white or coloured backgrounds not exceeding 20%.
  • The mono versions of the corporate logo should appear on white or coloured backgrounds not exceeding 50%. The preferred colour for the mono corporate logo is blue or black.
  • The colour, badge and co-branded mono versions of the corporate logo may appear on photos provided there are sufficient areas of white or pale colours in the space where the logo is to be placed.
  • The reverse versions of the corporate logo should appear on dark or tinted backgrounds greater than 50% (preferably blue or black), or on photos provided there are sufficient areas of black or dark colours in the space where the logo is to be placed.
  • Misuse of the corporate logo devalues it. When a logo is stretched out of proportion it appears distorted. It is important that you maintain the aspect ratio when resizing the logo by pressing the shift key and dragging the corner of the logo in or out.
  • The corporate logo must not be rotated, cropped or altered in any manner. Adding elements (eg: a chequered band behind the logo) or separating elements (eg: the eagle) is strictly forbidden.
  • Do not -Use on busy or patterned backgrounds.
  • Do not -rotate the logo.
  • Do not -change the placement of the logo.
  • Do not-add embellishments to the logo.
  • Do not -apply effects to the logo.
  • Do not -crop the logo.
  • Do not -Use elements from the logo.
  • Do not -change the colour of the logo.
  • Do not -change the scale of the logo.
  • The minimum size for reproduction of the corporate logo is 20mm (including the clear space). Where space is less than 20mm, it is recommended that you use the police insignia instead.
  • The minimum size for reproduction of the co-branded corporate logo is 24mm high (including the clear space). Where space is less than 20mm, it is recommended that you use the police insignia instead.
Visual Style
  • The Corporate Brand consists of the insignia (or crest) logotype (‘NSW Police Force’) chequered band and the word ‘police’.
  • The Corporate Brand is also co-branded with the NSW Government logo.
  • It is essential that the NSW Police Force projects a consistent corporate image in all of its dealings with the community. This requires a consistent application of the Corporate Brand by all areas of the Force.
  • The NSW Police Force name, insignia and chequered band are highly regarded and respected symbols.
  • The corporate logo is the most formal application of the Corporate Brand. It is created by forming a relationship between the police insignia and logotype.
  • Colour logo -for full colour communications. This version should be given preference over all other versions.
  • Mono logo -for single colour communications.
  • Badge logo -for full colour communications. This version is an alternative to the colour version which gives a more contemporary feel to communications. It should not be used on single colour communications.
  • The blue and white chequered band (Sillitoe Tartan) is used as an icon of policing throughout the world. It consists of two or three rows of blue and white squares of equal size. The chequered band may be used in any of the formats shown below. Three rows of cheques is the preferred option.
  • Blue -two rows (use only when three rows is not feasible)
  • Blue -three rows
  • Blue with keyline
  • Black
  • Black with keyline
  • Blue tint (not exceeding 20%)
  • Black tint (not exceeding 20%)
  • Reverse on blue background
  • Reverse on black background
  • The chequered band may also be used as a rectangular/square frame or as a circular frame.
  • Full colour -The full colour logo and co-branded badge logo should be given preference over all other versions for internal and external communications.
  • Mono (black) -Use the mono logo (black) where colour reproduction is not available or appropriate. It should be applied to a white or light background.
  • Reverse (white) -Use the reverse (white) logo on dark backgrounds, when it is not possible to accommodate the colour logo.
  • Reverse colour-Use the reverse colour logo on dark backgrounds, when it is not possible to accommodate the colour logo.
  • The corporate colours are taken from colour versions of the corporate logo and the Proud Traditions logo. They appear in ten colours and are available in CMYK, PMS and RGB.
  • PMS offers the most accurate colour fidelity, however it cannot be used to reproduce full colour photos.
  • If you are applying the full colour corporate logo or the Proud Traditions logo to print-based communications containing photos, it is recommended that you use CMYK.
  • If you are applying the full colour corporate logo or the Proud Traditions logo to web­based communications or Powerpoint presentations, it is recommended that you use RGB.
  • To ensure the corporate logo and Proud Traditions logo appear clear and distinctive, a clear space must be observed in all applications. The width of the clear space is approximately half the diameter of the blue circle indicated by the top letter “X” Any elements or type are not permitted in this area. The clear space is the shaded area.
  • The width of the clear space is exactly the height of the letter “N” in NSW.
  • Any elements or type are not permitted in this area. The clear space is the shaded area.
  • The corporate logo must have a prominent position on all communications. It should be placed at the top or bottom of your communication.
  • The chequered band may be used as a styling element. It should appear only once on your communication, preferably on the bottom, below the corporate logo.
  • It is important to differentiate the corporate logo from the background.
  • The colour, badge and co-branded colour versions of the corporate logo should appear on white or coloured backgrounds not exceeding 20%.
  • The mono versions of the corporate logo should appear on white or coloured backgrounds not exceeding 50%. The preferred colour for the mono corporate logo is blue or black.
  • The colour, badge and co-branded mono versions of the corporate logo may appear on photos provided there are sufficient areas of white or pale colours in the space where the logo is to be placed.
  • The reverse versions of the corporate logo should appear on dark or tinted backgrounds greater than 50% (preferably blue or black), or on photos provided there are sufficient areas of black or dark colours in the space where the logo is to be placed.
  • Misuse of the corporate logo devalues it. When a logo is stretched out of proportion it appears distorted. It is important that you maintain the aspect ratio when resizing the logo by pressing the shift key and dragging the corner of the logo in or out.
  • The corporate logo must not be rotated, cropped or altered in any manner. Adding elements (eg: a chequered band behind the logo) or separating elements (eg: the eagle) is strictly forbidden.
  • Do not -Use on busy or patterned backgrounds.
  • Do not -rotate the logo.
  • Do not -change the placement of the logo.
  • Do not-add embellishments to the logo.
  • Do not -apply effects to the logo.
  • Do not -crop the logo.
  • Do not -Use elements from the logo.
  • Do not -change the colour of the logo.
  • Do not -change the scale of the logo.
  • The Police Force slogan or branding statement ‘With your help, a safer community,’ is not part of the Corporate Brand but can be used with the co-branded corporate logo where appropriate (eg: marketing material).
  • The slogan should used as shown below. The width of the slogan should be approximately the same width of the logo and must be positioned outside of the clear space.
  • The minimum size for reproduction of the corporate logo is 20mm (including the clear space). Where space is less than 20mm, it is recommended that you use the police insignia instead.
  • The minimum size for reproduction of the co-branded corporate logo is 24mm high (including the clear space). Where space is less than 20mm, it is recommended that you use the police insignia instead.
  • ITC Franklin Gothic is the corporate typeface for the NSW Police Force. When ITC Franklin Gothic is not available, the preferred alternative typefaces are Arial or Helvetica.
  • When applying the Corporate Brand to print-based communications, it is recommended that you use the fonts shown below. Body text ITC Franklin Gothic Book ABCDEFGHIJKLMN0PQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Sub headings ITC Franklin Gothic Demi ABCDEFGHIJKLMN0PQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Main headings ITC Franklin Gothic Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial or Helvetica ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Bold or Helvetica Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Black or Helvetica Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
  • When applying the Corporate Brand to web-based communications, it is recommended that you use the fonts shown below. Arial or Default Sans Serif ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefgh ij kl mnopq rstuvwxyz 1234567890 Arial Bold or Default Sans Serif Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Layout And Composition
  • The width of the clear space is approximately half the diameter of the blue circle indicated by the top letter “X” Any elements or type are not permitted in this area. The clear space is the shaded area.
  • The width of the clear space is exactly the height of the letter “N” in NSW. Any elements or type are not permitted in this area. The clear space is the shaded area.
  • The corporate logo must have a prominent position on all communications. It should be placed at the top or bottom of your communication.
  • The chequered band may be used as a styling element. It should appear only once on your communication, preferably on the bottom, below the corporate logo.
  • It is important to differentiate the corporate logo from the background.
  • The colour, badge and co-branded colour versions of the corporate logo should appear on white or coloured backgrounds not exceeding 20%.
  • The mono versions of the corporate logo should appear on white or coloured backgrounds not exceeding 50%. The preferred colour for the mono corporate logo is blue or black.
  • The colour, badge and co-branded mono versions of the corporate logo may appear on photos provided there are sufficient areas of white or pale colours in the space where the logo is to be placed.
  • The reverse versions of the corporate logo should appear on dark or tinted backgrounds greater than 50% (preferably blue or black), or on photos provided there are sufficient areas of black or dark colours in the space where the logo is to be placed.
  • Misuse of the corporate logo devalues it. When a logo is stretched out of proportion it appears distorted. It is important that you maintain the aspect ratio when resizing the logo by pressing the shift key and dragging the corner of the logo in or out.
  • The corporate logo must not be rotated, cropped or altered in any manner. Adding elements (eg: a chequered band behind the logo) or separating elements (eg: the eagle) is strictly forbidden.
  • Do not -Use on busy or patterned backgrounds.
  • Do not -rotate the logo.
  • Do not -change the placement of the logo.
  • Do not-add embellishments to the logo.
  • Do not -apply effects to the logo.
  • Do not -crop the logo.
  • Do not -Use elements from the logo.
  • Do not -change the colour of the logo.
  • Do not -change the scale of the logo.
  • The minimum size for reproduction of the corporate logo is 20mm (including the clear space). Where space is less than 20mm, it is recommended that you use the police insignia instead.
  • The minimum size for reproduction of the co-branded corporate logo is 24mm high (including the clear space). Where space is less than 20mm, it is recommended that you use the police insignia instead.
  • The slogan should used as shown below. The width of the slogan should be approximately the same width of the logo and must be positioned outside of the clear space.
Co Branding
  • The Corporate Brand and the Corporate Brand/NSW Government logo co-brand are the official identities of the NSW Police Force to the community.
  • The Corporate Brand/NSW Government logo co-brand must be used in paid advertising and in external communications where the NSW Police Force interface with the public in a non-operational capacity.
  • The Corporate Brand is also co-branded with the NSW Government logo.
  • The co-brand must be used in paid advertising and in external communications where the NSW Police Force interface with the public in a non-operational capacity.
  • The Corporate Brand and co-brand must not be altered in any way.
  • The co-brand must be used in paid press advertisements, posters, flyers, out of home media, large format banners, flags and marquees, digital advertising such as video, mobile and display, and external facing NSW Government communications.
  • Signage for projects fully or partially funded by the NSW Government must only feature the NSW Government logo, not the police co-branded version. This includes items such as hoardings and construction site banners.
  • Joint artwork where other logos will be present (co-branding), especially when used in collaboration with non-government agencies and private companies.
  • The Corporate Brand and co-brand can be used in accordance with the conditions set out in this policy in Part A and reproduced according to the requirements set out in Part B.
  • Requests for external use of the Corporate Brand or co-brand, or use in artwork outside of the corporately approved templates, must be approved by the Public Affairs Branch prior to its application or use.
  • All original artwork must be sighted and approved by the Corporate Communications Unit, Public Affairs Branch, prior to publication.
  • Where approval is given for the use of the Corporate Brand or co-brand, its design and use on banners, clothing, event signage or promotional items etc., must also be sighted and approved by the Corporate Communications Unit, Public Affairs Branch.
  • A copy of Part B of this policy can be given to suppliers to assist in correctly applying and reproducing the Corporate Brand or co-brand.
  • If using the Corporate Brand and an Internal Logo together, such as on the same page, ensure the Internal Logo is: ■ smaller than or equal to the Corporate Brand in size ■ never placed above the Corporate Brand ■ not included on any documents or items created for use outside the NSW Police Force unless an exemption under section 2.4 is granted.
  • Always use the colour corporate logo (insignia & logotype) if the Internal Logo is in colour. The Corporate Brand must always be the prominent branding.
  • Co-branded logo is the combined NSW Government and NSW Police Force logo which incorporates the state flower ‘Waratah’, police insignia, logotypes and is divided by a vertical keyline.
  • They are the only logos to be used for advertising, non-operational external facing corporate communications and project signage.
  • Colour logo -for full colour communications. This version should be given preference over all other versions. It is not to be separated without direction from the Manager or Corporate Design Coordinator of the Corporate Communications Unit, Public Affairs Branch.
  • The minimum size for reproduction of the co-branded corporate logo is 24mm high (including the clear space). Where space is less than 20mm, it is recommended that you use the police insignia instead.
Brand Architecture
  • The Corporate Brand consists of the insignia (or crest) logotype (‘NSW Police Force’) chequered band and the word ‘police’.
  • The Corporate Brand is also co-branded with the NSW Government logo.
Sponsorship Guidelines
  • Vehicle sponsorship must be approved in accordance with the Sponsorship, Donation and Fundraising Policy and a vehicle sponsorship agreement entered into with the sponsor.
  • There are two versions in the type of signage applicable to a sponsored vehicle: ■ marked -vehicles to be driven by sworn officers only and affixed with police markings (e.g. chequered band and police signage), and ■ unmarked -vehicles which may be driven by unsworn staff which must not be affixed with police markings of any kind.
  • Sponsored motor vehicles must not be fitted with emergency warning devices (for example, light bars) and must not be used for operational duties.
  • The Manager, Corporate Communications Unit, Public Affairs Branch, must sight and approve any signage, logo, branding or wording proposed for sponsored vehicles.
  • Sponsored vehicles for use by sworn officers only are to be fitted with police signage which generally conforms to the standard National Marking Scheme (chequered band and police markings).
  • Sponsor signage on sponsored vehicles driven by sworn officers must not overshadow or dominate the NSW Police Force Corporate Brand.
  • The sponsor’s name, logo and/or associated wording may be applied to the rear doors and on the boot lid or rear panel or hatch. However, sponsor branding can be displayed on no more than three panels of the vehicle.
  • As an alternative, the bonnet may be used to place signage recognising the sponsor’s link with the NSW Police Force.
  • Sponsor signage must not include advertising or details about products or contact details (phone numbers, company websites, #hashtags etc). For example, Fairfield Fine Foods: for orders ring 1234 5678.
  • The sponsor’s name may accompany the NSW Police Force slogan. Wording will be governed by the space available on the vehicle.
  • Sample wording: Proudly Sponsored by Smith Motors Or Smith Motors, proudly supporting the NSW Police Force. Or Smith Motors, with your help, a safer community. Or Smith Motors, supporting the NSW Police Force and with your help, a safer community.
  • Sponsored vehicles for use by unsworn employees are prohibited from fitting any signage or branding that would indicate that the vehicle is a police vehicle. Vehicle signage must not refer to the Police Force or to any obviously police led program or operation.
  • For example, signage on a sponsored vehicle for unsworn staff can include the words ‘Community and Road Safety Education Scheme’, but cannot include words referring to the ‘Community Awareness of Policing Program’.
  • Sponsor recognition (name, logo or associated wording) may be applied to the two rear doors only.
  • Sponsor signage must not include advertising or details about products or contact details (phone numbers, company websites, #hashtags etc). For example, Cronulla Condiments: for orders ring 8765 4321.
  • Sample wording: Proudly sponsored by Mockdale Council Or Mockdale Council proudly supporting the Community and Road Safety Education Scheme
  • Signage beyond what is provided for in this policy will be considered in support of targeted campaigns or in the case of a major sponsorship proposal where sponsor recognition may need to be greater than these guidelines provide for.
  • Proposals such as those outlined in the above two examples and others which may fall outside this policy must be referred to the Manager, Corporate Communications Unit, for approval prior to any commitment being entered into with a potential sponsor.
  • Sponsored vehicles fitted with police markings must only be driven by a sworn police officer.
  • The sworn officer must be fully operational with appointments. Alternatively, the vehicle may be driven by a restricted duties police officer (if consistent with their restrictions) provided the officer is accompanied by a fully operational and armed police officer.
  • Unsworn staff or volunteers are prohibited from driving sponsored vehicles fitted with police markings.
  • Unsworn staff (e.g. administrative officers and volunteers) must only drive sponsored vehicles not fitted with police markings.
  • Uniformed sworn officers are prohibited from driving unmarked sponsored vehicles.
  • Plain clothes sworn officers or sworn officers out of uniform may drive these vehicles, provided no items that could identify the wearer as a NSW Police Force member are visible to the public (e.g. arms and appointments, police insignia, part uniform, cargo pants, police shirts under civilian attire).
  • Livery must not include sponsor names associated with the manufacturer’s racing team or from industries that are restricted under the Sponsorship, Donation and Fundraising Policy -for example alcohol and gaming companies.
  • The Manager, Corporate Communications Unit, Public Affairs Branch, must sight and approve any signage, logo, branding or wording proposed for sponsored trailers.
  • The signage principles for sponsored vehicles also apply to sponsored trailers.
  • Where the trailer is a fully enclosed unit: NSW Police Force (Command name) (Purpose of trailer) (Sponsor name) (Proudly supporting the NSW Police Force) The NSW Police Force slogan: ‘With your help, a safer community’ can be placed under the command or sponsor information.
  • Signage may be applied to both side and rear panels of the trailer. The amount of signage will be governed by the panel space available. The chequered band may be applied to the trailer beneath the NSW Police Force and sponsor signage.
  • Consult the Corporate Design Coordinator, Corporate Communications Unit, if alternate signage is proposed.
  • Sponsored trailers to be used with unmarked sponsored vehicles are prohibited from having any signage or branding that would indicate that the trailer is a police trailer.
  • Signage requirements are the same as for vehicles and are set out at section 7.2.2.
  • Only sworn officers, as set out at section 7.3.1 above, can tow a sponsored trailer with police branding.
  • Only unsworn staff or sworn staff out of uniform, as set out at section 7.3.2 above, can tow a sponsored trailer without police branding, in a vehicle also without any police signage or branding.
Endorsement Guidelines
  • The Public Affairs Branch may authorise the use of the Corporate Brand or co-brand by a NSW Police Force command to support activities or events organised by a government agency, not for profit community organisation or charity, provided the activity or event: ■ supports the NSW Police Force mission to work with the community to reduce violence, crime and fear
  • ■ does not create an actual, potential or perceived conflict of interest between the organisation and the NSW Police Force ■ provides a positive image for the NSW Police Force, and ■ does not provide a commercial benefit or profit.
  • This use of the Corporate Brand or co-brand is an endorsement and must be organised and approved in accordance with the Endorsement Policy and Procedures.
  • No individual or organisation can make a profit from the use of the Corporate Brand or co-brand at a police endorsed event. Any money made from the use of any part of the Corporate Brand or co-brand must directly benefit the objective of the event, agency, charity or community. While some of the funds raised may be used to pay reasonable costs and expenses for the event, none can be transferred directly or indirectly by way of dividend, bonus, profit or return of capital to any person or organisation.
  • Where approval is given for the use of the Corporate Brand or co-brand, its design and use on banners, clothing, event signage or promotional items etc., must also be sighted and approved by the Corporate Communications Unit, Public Affairs Branch. See section 4.4 above. This will require event organisers to submit draft artwork for approval before the application of the Corporate Brand or co-brand to any products. A copy of Part B of this policy can be given to suppliers to assist in correctly applying and reproducing the Corporate Brand or co-brand.
  • It is an offence under section 203(2) of the Police Act 1990 to manufacture or sell an item bearing the Corporate Brand unless a licence is granted to that person or organisation to do so. See section 8 for details.
Insignia Licensing
  • Section 203 of the Police Act 1990 governs the use of police uniform and police insignia. This includes: ■ wearing or possession of police uniform by a person who is not a police officer or a special constable ■ the manufacture or sale of police insignia by a person (including a police officer) ■ the use of police insignia other than in the course of, and for the purpose of, exercising the functions of a police officer, and ■ driving or possession of a motor vehicle (that is not owned or leased by the State or an authority of the State) that has police insignia on it.
  • Any person seeking to use police uniforms or police insignia for the above purposes are required to make an application to the Executive Director, Public Affairs Branch, under section 203 of the Police Act. The Executive Director, Public Affairs Branch, is the officer authorised to approve the use of police uniform and insignia and to execute an appropriate Licence Agreement.
  • Examples of when an insignia licence may be issued include: ■ for the collection and use of police memorabilia to create plaques and displays for NSW Police Force and community engagement events ■ for the manufacture or sale of items bearing police insignia, such as model cars, clothing, merchandise or other commercial products ■ to possess and display police insignia on vehicles, such as historic vehicles for the purpose of displaying the vehicles at NSW Police Force and community engagement events.
  • Applications for an insignia licence should provide detailed information on: ■ the proposed use of police uniforms, police insignia or vehicles ■ how the proposed use supports the objectives of the NSW Police Force ■ whether the use of police uniform or insignia will provide commercial benefit to any person or organisation ■ whether the proposed use is for a one-off event or on an ongoing basis.
  • If the application relates to vehicles with police insignia, the application must also include detailed information (including photographs and vehicle registration) on the type of vehicles and the proposed vehicle markings. If the licence is for memorabilia, details must be provided on the collection, including photographs.
  • To assist with the assessment applicants may be required to submit: ■ details of Committee/Board members/senior officers: ■ names including background -e.g. serving or former NSW Police Force employees ■ details on any other individuals, including companies the committee members are associated or aligned with ■ the charter or mission of the organisation ■ details of the organisation’s financial arrangements ■ confirmation that supporting or associated organisations or industries are not regulated or inspected (oversighted) by the NSW Police Force (see 6.2.2).
  • Advice on the organisation’s application may also be obtained from relevant Police Area Commands, Police Districts or appropriate specialist commands.
  • Background checks may be carried out on applicants including Board or Committee members or senior officers of an applying organisation.
  • Each application will be assessed on its merits. However, use of police insignia for commercial benefit will not be authorised unless such use clearly supports the core objectives of the NSW Police Force.
  • Should the application be approved, then the applicant is required to enter into a licence agreement which will outline the conditions and the approved period. Such agreements will have a duration of generally one or two years. Longer licences may be granted in exceptional circumstances.
  • Applications to extend an existing license must be assessed using the same criteria and processes as an application to grant a licence for the first time.
  • The Executive Director, Public Affairs Branch, may modify, terminate or not renew a licence if, for example: ■ the applicant or organisation fails to meet the terms of the licence agreement ■ the applicant or organisation fails to comply with the Police Act 1990 ■ a significant change in the applicant’s or organisation’s mission or objectives, products or services that makes them conflict with the mission of the NSW Police Force ■ actions of the applicant or organisation results in public criticism that reflects poorly on the NSW Police Force, or brings the integrity of the NSW Police Force into question.
🐛 Report