5.1 Tasmanian Government corporate identity
A clear and consistent corporate identity enables the public to recogniseTasmanian Government activities, and enhances service to the public by improving access to government programs and services and increasing awareness of government policies.
In broad terms, corporate identityrefers to logos, logotypes, badges, design elements, symbols, slogans, and other visual and aural identification and promotional features.
Tasmanian Government logo and positioning statement
The ‘Explore the possibilities’ Tasmanian Government logo was introduced in 2006 and was an evolution of the original thylacine logo introduced in 1997.
While the logo is a visual communication of the Tasmanian Government’s corporate identity, the ‘Explore the possibilities’ strap line (positioning statement) reinforces the message through language. The strap line was introduced in 2006 to reflect the way Tasmanians view their state and their lifestyle, and to express their sense of confidence and optimism in the future.
A ‘Tasmanian Government’ version of the logo was introduced in 2010 for use on corporate materials. The logo is a copyright design and has been registered as a trademark under the Trademark Act 1995 (Commonwealth).
Tasmanian Government corporate identity requirements, including the use of the logo and strap line, are outlined in the Tasmanian Government Style Guide and Logo Policy (the Style Guide).
The Style Guide applies to all government agencies. The Tasmanian Government logo and positioning statement must not be used by non-government organisations unless it is required by an agency to acknowledge government support or sponsorship. In these situations, a ‘supported by’ or ‘sponsored by’ version of the logo must be used as outlined in the Style Guide.
The Style Guide has two distinct sets of elements – ‘mandatory’ and ‘flexible’.
- base wave device
- colour palette.
- a curve-based design style
- water lines.
The Style Guide requirements apply to materials including, but not limited to:
- television and press advertising
- radio advertising