NSW Government

Official Websites

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

Brand Guidelines

2022

Brand Summary

Mission

• The NSW Government Visual Identity System aims to provide clear, consistent, and accessible branding for all government communications, ensuring legibility and recognizability across applications [^1].

Core Values

• clarity
• accessibility
• consistency
• legibility
• recognizability

Target Audience

• Citizens, residents, and stakeholders of New South Wales, as well as government agencies and partners [^2].

Personality Traits

• formal
• trustworthy
• professional
• inclusive

Visual Identity Overview

• The visual identity is built around the Waratah icon and the NSW Government wordmark, supported by a defined color palette, typography (Public Sans), clear logo usage rules, grid-based layouts, and flexible illustration and photography styles that emphasize diversity and authenticity [^3].

Categories

Logo Usage

• Made up of the Waratah icon and the full NSW Government wordmark, our primary logo should be used in most cases, where size permits.
• Two small-use logos are available to ensure legibility at all sizes. Guidance on when to use these logos is available in the brand guidelines.
• We use a clear space that is 100% of the width of the ‘N’ across all applications (except when used in app icons, or social media profiles).
• Ensure the logo is placed on backgrounds that allow for sufficient contrast and legibility.
• Ensure the logo has sufficient clear space.
• Ensure the appropriate sized logo is used for your application.
• Place the logo on busy or patterned backgrounds.
• Separate, stretch, rotate, change the scale or colour of any of the logo elements.

Co Branding

• The NSW Government logo and co-brand logo should be visually equivalent in size.
• The NSW Government logo should always appear first, e.g. to the left and/or above the co-brand logo.
• In most applications these two logos are decoupled and anchored to separate corners of a page or panel.
• In some applications, such as website headers and email signatures, the logos can be coupled.

Typography

• Public Sans is a free, open source typeface, to be used in all communications, that makes information clear and easy to read.
• The Public Sans family is available in 8 weights and two styles (roman and italic).
• Where Public Sans is not available, our alternative typeface is Arial.
• When translating content, if Public Sans does not support a language, choose the most accessible and appropriate typeface available for that language.

Color Palette

• The print and digital colour values for our palette can be found below.
• Grey 01 CMYK RGB HEX PMS 34/39/43 #22272b 54/34/42/92 447 C 419 U
• Grey 02 73/80/84 #495054 51/31/18/61 431 C 431 U
• Grey 03 RGB 205/211/214 HEX #cdd3d6 CMYK 10/4/6/18 PMS 428 C 427 U
• Grey 04 235/235/235 #ebebeb CMYK 3/4/4/5 428 C (40%) 427 U (40%)
• Green 01 CMYK RGB HEX PMS 0/64/0 #004000 86/20/85/56 7483 C 7483 U
• Green 02 RGB 0/170/69 HEX #00aa45 CMYK 83/0/94/0 PMS 354 C 7481 U
• Green 04 RGB 219/250/223 HEX #dbfadf 10/0/15/0 2254 C (40%) 2254 U (40%)
• Teal 01 RGB 11/63/71 HEX #0b3f47 CMYK 100/0/39/61 PMS 7715 C 323 U
• Teal 02 RGB 46/128/142 HEX #2e808e CMYK 86/22/32/17 PMS 2221 C 2221 U
• Teal 03 CMYK RGB HEX PMS 140/219/229 #8cdbe5 29/0/22/0 572 C 573 U
• Teal 04 CMYK RGB HEX PMS 209/238/234 #d1eeea 9/0/8/0 572 C (40%) 573 U (40%)
• Blue 01 Core RGB 0/38/100 HEX #002664 CMYK 100/85/5/20 PMS 281 C 281 U
• Blue 02 RGB 20/108/253 HEX #146cfd CMYK 94/58/0/0 PMS 2387 C 2387 U
• Blue 03 CMYK RGB HEX PMS 140/224/255 #8ce0ff 40/5/0/0 291 C 283 U
• Blue 04 CMYK RGB HEX PMS 203/237/253 #cbedfd 13/2/0/0 291 C (40%) 283 U (40%)
• White RGB 255/255/255 HEX #ffffff CMYK 0/0/0/0
• Purple 01 68/17/112 #441170 90/100/0/18 2617 C 3542 U
• Purple 02 128/85/241 #8055f1 64/66/0/0 2088 C 2088 U
• Purple 04 RGB 230/225/253 HEX #e6e1fd CMYK 7/11/0/0 2635 C (40%) 2635 U (40%)
• Fuschia 01 RGB 101/0/77 HEX #65004d CMYK 26/100/17/47 PMS 235 C 235 U
• Fuschia 02 RGB 217/18/174 HEX #d912ae CMYK 24/93/0/0 PMS 240 C 240 U
• Fuschia 03 RGB 244/181/230 HEX #f4b5e6 CMYK 4/30/0/0 PMS 671 C 671 U
• Fuschia 04 RGB 253/222/242 HEX #fddef2 CMYK 1/11/0/0 PMS 671 C (40%) 671 U (40%)
• Red 01 CMYK RGB HEX PMS 99/0/25 #630019 22/100/51/73 7421 C 7421 U
• Red 02 Core RGB 215/21/58 HEX #d7153a CMYK 0/100/75/4 PMS 186 C 186 U
• Red 03 RGB 255/184/193 HEX #ffb8c1 CMYK 0/40/11/0 PMS 700 C 495 U
• Red 04 RGB 255/230/234 HEX #ffe6ea CMYK 0/13/5/0 PMS 700 C (40%) 495 U (40%)
• Orange 01 RGB 148/27/0 HEX #941b00 CMYK 10/88/100/38 PMS 174 C 174 U
• Orange 02 243/99/27 #f3631b 0/72/96/0 165 C 165 U
• Orange 03 RGB 255/206/153 HEX #ffce99 CMYK 0/20/34/0 PMS 2015 C 2015 U
• Orange 04 253/237/223 #fdeddf 0/6/13/0 2015 C (40%) 2015 U (40%)
• Yellow 01 RGB 105/72/0 HEX #694800 CMYK 25/44/96/64 PMS 147 C 140 U
• Yellow 02 RGB 250/175/5 HEX #faaf05 CMYK 0/33/94/0 PMS 1235 C 122 U
• Yellow 03 CMYK RGB HEX PMS 253/231/154 #fde79a 0/7/51/0 1205 C 2001 U
• Yellow 04 CMYK RGB HEX PMS 255/244/207 #fff4cf 0/4/19/0 1205 C (40%) 2001 U (40%)
• Brown 01 RGB 82/55/25 HEX #523719 CMYK 18/71/100/73 PMS 732 C 2320 U
• Brown 02 RGB 182/141/93 HEX #b68d5d CMYK 11/46/66/32 PMS 2313 U 4645 C
• Brown 03 HEX #e8d0b5 CMYK 3/17/29/8 PMS 4685 C 4685 U
• Brown 04 RGB 237/227/215 HEX #ede3d7 CMYK 1/7/10/1 PMS 4685 C (40%) 4685 U (40%)

Grid And Layout

• A flexible 12 x 12 grid is the framework for all our visual elements and typograpy. No matter the application, the grid gives you the necessary structure and guidance so you can focus on your creative idea.
• The grid can be constructed with and without margins and gutters, and can be divided to create simpler 2, 3, 4 and 6 column configurations to suit your application.
• Guidance on how to construct and use the grid is available in the brand guidelines.
• Hairlines and bands can aid in the structure and organisation of content. They can be use in combination with each other as well as, vertically or horizontally.
• Hairlines define boundaries or segment information and can be fully extended or dynamic to content.
• Bands bleed and can be used to highlight information, add colour or hold photography or illustration.

Illustration Style

• Our illustration principles define our overall approach and perspective to illustrations across our brand: Vibrant, human, diverse, meaningful, clear and uniquely NSW.
• We might not always tick all of these boxes, but these overarching ideas help define what fits within our style, and what doesn’t.
• To ensure our communications are both appropriate and engaging we have a flexible approach to illustration
• While there is no single illustration style, they utilise our colour palette create cohesion across communications.
• Below are a few examples of some different approaches.

Iconography

• We use Google’s open source library for our UI icons. These icons are available in different styles and can be downloaded at fonts.google.com/icons.
• Our pictograms can be represented in four different ways: line, line with accent, fill and fill with accent.
• Guidance on creating bespoke or choosing ready­made pictograms are available in the brand guidelines including style, colour and usage.
• There are two different approaches that can be used for app icons, depending on how closely associated the app needs to be with NSW Government.
• 1. Co-brand logo When an app is the only or core app for a co-brand entity, it should use the co­brand logo as its app icon.
• 2. Standard icons This is our default approach and should be applied in the majority of circumstances.
• Guidance on how to create these icons are available in the brand guidlines.

Photography Style

• The following principles will help guide us in capturing content that reflects the lived and shared experiences of our people and places.
• Our photography shows real landscapes and Australians in their environment to highlight the genuine nature and character of NSW.
• Our photography showcases the full spectrum of NSW through diversity in perspective, subject, and visual tone.
• Our photography captures meaningful experiences and interactions in a way that is considered, striking and memorable.
• Do not choose images that feel unnatural, clearly staged, overly stock or cliche.
• Do not choose imagery that is not of NSW.
• Don’t over-treat images or apply filters that feel unnatural, e.g. over-exposing, coloured effects.

Visual Style

• Made up of the Waratah icon and the full NSW Government wordmark, our primary logo should be used in most cases, where size permits.
• Two small-use logos are available to ensure legibility at all sizes. Guidance on when to use these logos is available in the brand guidelines.
• We use a clear space that is 100% of the width of the ‘N’ across all applications (except when used in app icons, or social media profiles).
• Ensure the logo is placed on backgrounds that allow for sufficient contrast and legibility.
• Ensure the logo has sufficient clear space.
• Ensure the appropriate sized logo is used for your application.
• Place the logo on busy or patterned backgrounds.
• Separate, stretch, rotate, change the scale or colour of any of the logo elements.
• The NSW Government logo and co-brand logo should be visually equivalent in size.
• The NSW Government logo should always appear first, e.g. to the left and/or above the co-brand logo.
• In most applications these two logos are decoupled and anchored to separate corners of a page or panel.
• In some applications, such as website headers and email signatures, the logos can be coupled.
• Public Sans is a free, open source typeface, to be used in all communications, that makes information clear and easy to read.
• The Public Sans family is available in 8 weights and two styles (roman and italic).
• Where Public Sans is not available, our alternative typeface is Arial.
• When translating content, if Public Sans does not support a language, choose the most accessible and appropriate typeface available for that language.

Additional Properties