JANUARY 2014 VICTORIAN GOVERNMENT BRANDING AND AUTHORISATION GUIDELINES 2014

Transcription

1 JANUARY 2014 VICTORIAN GOVERNMENT BRANDING AND AUTHORISATION GUIDELINES 2014

2 ii VICTORIAN GOVERNMENT BRANDING AND AUTHORISATION GUIDELINES 2014 TABLE OF CONTENTS 3 Introduction 3 Purpose 3 Application 3 Objectives 3 Definitions 4 Branding 4 Insignia 6 Placement 6 Co-Branding 8 Victorian Coat of Arms 11 Authorisation Tags 11 Advertising 12 Videos 13 Publications 14 Websites 14 Community Information (major works) Billboards 14 Exemptions 14 Further Advice Authorised and published by the Victorian Government, 1 Treasury Place, Melbourne ACCESSIBILITY If you would like to receive this publication in an accessible format, please telephone or advertising@dpc.vic.gov.au 15 Community Information Billboards 15 Construction 15 Artwork Templates 17 Plaques 17 Additional Information 17 Relevant Guidelines and Resources 17 Enquiries Unless indicated otherwise, this work is made available under the terms of the Creative Commons Attribution 3.0 Australia licence. To view a copy of this licence, visit creativecommons.org/licenses/by/3.0/au It is a condition of this Creative Commons Attribution 3.0 Licence that you must give credit to the original author who is the State of Victoria.

3 3 VICTORIAN GOVERNMENT BRANDING AND AUTHORISATION GUIDELINES 2014 INTRODUCTION PURPOSE To provide guidance on: Using the Victorian Government brand for internal, external, domestic and international communication. Requirements for using authorisation tags on advertisements, publications and websites. Projects requiring a community information billboard. APPLICATION These guidelines apply to all Victorian Government bodies, as well as any organisations that procure media services through the Master Agency Media Services (MAMS) contracts. Specific exemptions from the guidelines will be considered only upon application in writing from the relevant departmental Senior Communication Officer (SCO) to the Director, Strategic Communication and Protocol Branch, Department of Premier and Cabinet. OBJECTIVES The objectives of these guidelines are to: Introduce consistent and effective use of Victorian Government branding tools across a range of communications. DEFINITIONS For the purpose of this document, the following definitions apply: BRAND OR BRANDING DEVICE Refers to logos, badges, design elements, symbols, slogans and other visual and aural identification COMMUNICATION Includes all communication or information products, advertising, publications, stationery, audio-visuals, web pages and signage INSIGNIA Refers to the distinguishing logo for the Victorian Government which includes the words State Government Victoria VICTORIAN GOVERNMENT All public sector bodies within the means of the Public Administration Act 2004 (Vic) and all other organisations which procure media services under the Master Agency Media Services contracts SENIOR COMMUNICATION OFFICER The Director of Communication (or equivalent) at a Victorian Government department Increase community recognition and awareness of the Victorian Government brand through communications. Ensure appropriate co-branding with government and non-government bodies.

4 4 VICTORIAN GOVERNMENT BRANDING AND AUTHORISATION GUIDELINES 2014 BRANDING The following section will: provide communication officers with a clear understanding of which branding device should be used in a range of circumstances detail appropriate use of the insignia detail appropriate use of the Victorian Coat of Arms. INSIGNIA USAGE The type of activity determines which variation of the insignia is to be used. Non-government bodies and organisations are not permitted to use the insignia under any circumstances. Unauthorised use may result in prosecution. BRANDING DEVICE STAND-ALONE INSIGNIA DEPARTMENTAL INSIGNIA INTERNATIONAL INSIGNIA DESCRIPTION This is the default branding and should be used on all campaign, functional and general recruitment advertising, and ministerial and departmental stationery. It may also be used on a permanent plaque for a building or other infrastructure projects, only where the project has been funded, or co-funded by the Victorian Government. This insignia should only be used when it is important to include the name of the relevant department, for example, on a department website, department PowerPoint slides for external audiences, where the department or agency has a suburban or regional office or on the department s annual report. It should not be used in advertising materials. Any use of the departmental insignia must be approved by the relevant SCO. Only one department name can be included. The stand-alone insignia must be used to demonstrate interdepartmental collaboration. This insignia is only for use on international communication, for example, to promote Victoria as a business, tourism and education destination, for specific international marketing activities and for senior executive recruitment.

5 5 VICTORIAN GOVERNMENT BRANDING AND AUTHORISATION GUIDELINES 2014 DESIGN SPECIFICATIONS CORRECT CORRECT The DPC Design Studio holds all versions of the departmental insignia. Contact The font used is Alexon Bold, 9pt with -5 tracking and can be stacked either left or right. For all other circumstances where use of the insignia is appropriate (refer to page 4), the following design specifications must be followed. COLOURS CORRECT CORRECT INCORRECT: LOW CONTRAST INCORRECT: NOT TRANSPARENT In the first instance, the insignia should be produced in the official colour Pantone 541 (or RBG ). If this is not possible, it should be produced in black with the area surrounding the Southern Cross and the text in the main block transparent. These areas should not default to white on a coloured background or clear glass. Where the background is a solid dark colour, the insignia may be reversed. CLEARSPACE Clearspace is an exclusion zone surrounding the insignia where no other text or graphic may appear. The amount of clearspace that must be allowed around any version of the insignia is equal to the height of the letter V in Victoria. This is a scalable measurement the amount of clearspace increases with the size of the insignia. SIZE The insignia should be no less than 3 per cent of the width on gantry signage. PRINT ( STAND-ALONE AND INTERNATIONAL INSIGNIA) SMALLER THAN MM BETWEEN AND MM MINIMUM SIZE 9 (W) MM 13 (W) MM MM AND ABOVE 18 (W) MM DIGITAL MINIMUM SIZE MAXIMUM SIZE STAND-ALONE INSIGNIA 40 (H) 70 (W) PX 51 (H) 90 (W) PX INTERNATIONAL INSIGNIA 51 (H) 70 (W) PX 66 (H) 90 (W) PX

6 6 VICTORIAN GOVERNMENT BRANDING AND AUTHORISATION GUIDELINES 2014 PLACEMENT The insignia should always appear in the bottom right-hand corner of all print and digital advertising materials. Contact for the files. CO-BRANDING USAGE Co-branding is where another organisation s logo appears alongside the Victorian Government insignia. The stand-alone insignia is the only branding device to be used in this way. It is not appropriate to co-brand using the Victorian Coat of Arms. The stand-alone insignia may be co-branded with: an approved Victorian Government body logo the logo of an organisation to which the Victorian Government has provided sponsorship or a grant. This type of co-branding is only appropriate if the communication on which the co-branding appears: is mainly for the purpose of communicating information about the project sponsored or supported by the Victorian Government and has been approved by the Victorian Government. The logo of a recruitment agency engaged by the Victorian Government to recruit for a specific role. LOGO LOGO

7 7 VICTORIAN GOVERNMENT BRANDING AND AUTHORISATION GUIDELINES 2014 DESIGN SPECIFICATIONS The secondary logo should always appear to the left of the Victorian Government insignia. LOGO The secondary logo must not be larger than the Victorian Government insignia. The amount of clearspace around each device is equal to the height of the letter V in Victoria. This is a scalable measurement the clearspace increases with the size of the device. All other design specifications for the insignia also apply to the insignia when used for co-branding. Refer to pages 5 and 6.

8 8 VICTORIAN GOVERNMENT BRANDING AND AUTHORISATION GUIDELINES 2014 VICTORIAN COAT OF ARMS The Victorian Coat of Arms is the most prestigious branding device available to the Victorian Government and as such, has restrictions on its use and reproduction. The Coat of Arms has also been referred to as the Victorian Crest. CORRECT: PANTONE 541 CORRECT: 100% BLACK USAGE The following outlines the appropriate use of the Victorian Coat of Arms. The Coat of Arms may be used: on the cover of any Victorian Government publication tabled in Parliament on all official Victorian Government department or ministerial stationery and business cards by the Premier on official invitations to functions and events when representing Victoria domestically and internationally by the Supreme Court of Victoria, the County Court of Victoria, the Magistrates Court of Victoria, the Children s Court of Victoria, and the Coroners Court of Victoria for the purposes of corporate branding, publications, official documents, websites and stationery. The placement, colour and representation of the Coat of Arms must comply with these guidelines. The following are inappropriate use of the Coat of Arms: must not appear more than once in a publication. If a Victorian Government department or body s logo appears on the cover, it must be subordinate to the Coat of Arms must not be positioned next to the insignia, but it can appear on the same document or publication cannot be used for commercial purposes, including momentoes, souvenirs or collector s items, or on any sporting apparel or uniform non-government bodies and organisations are not permitted to use the Coat of Arms is not to be used by any person or organistion other than the Victorian Government. Unauthorised use is subject to penalty under the Unauthorized Documents Act Unauthorised use may also result in prosecution. use only the authorised image of the Coat of Arms. Stylised versions or other artistic interpretations are not permitted.

9 9 VICTORIAN GOVERNMENT BRANDING AND AUTHORISATION GUIDELINES 2014 All requests to use the Coat of Arms, including using it alongside all other state and territory Coat of Arms, must be made to: OFFICIAL COLOUR BLACK FULL COLOUR REVERSE Chief of Protocol Strategic Communication and Protocol Branch Department of Premier and Cabinet Approval for commercial use or advertising will not be given. DESIGN SPECIFICATIONS COLOURS The official colour for the Coat of Arms is blue, Pantone 541. The Coat of Arms should be produced in this colour. Where communication material is in a single colour, the Coat of Arms can be printed in that colour. The Coat of Arms can be reversed out of a solid colour background. A full CMYK colour version of the Coat of Arms exists. The use of this version requires approval from the Chief of Protocol, Strategic Communication and Protocol Branch, DPC. CLEARSPACE CLEARSPACE Clearspace is an exclusion zone surrounding the Coat of Arms where no other text or graphics may appear. The amount of clearspace that must be allowed around the Coat of Arms is equal to the height of the ribbon arc. The ribbon arc is located at the bottom of the Coat of Arms and contains the words Peace and Prosperity. This is a scalable measurement the clearspace increases with the size of the Coat of Arms.

10 10 VICTORIAN GOVERNMENT BRANDING AND AUTHORISATION GUIDELINES 2014 SIZE The minimum width of the Coat of Arms is 15 mm. PLACEMENT The Coat of Arms must appear on the front cover of a publication. It cannot be in other locations. There should be no other brand device or insignia next to the Coat of Arms. Please contact design@dp.vic.gov.au to request the correct file type. OTHER BRANDING DEVICES BRAND VICTORIA Tourism Victoria has developed Brand Victoria as a representation of Melbourne and Victoria s unique characteristics, values and personality. For information and advice on its appropriate use and representation, and to register to use it, please visit:

11 11 VICTORIAN GOVERNMENT BRANDING AND AUTHORISATION GUIDELINES 2014 AUTHORISATION TAGS There are legislative requirements regarding the use of an authorisation tag. The information below outlines the authorisation tag for different purposes. ADVERTISING Victorian Government campaign advertising requires an authorisation tag to show the source of the message. The content and specifications of the authorisation tag depend on the advertising channel. Non-campaign advertising (functional and recruitment advertising) does not require an authorisation tag as it contains only factual or administrative information. Examples of non-campaign advertising include tenders, road closures and statutory notices. The text of the authorisation tag should be white, in Futura typeface and centered on the screen. The words Authorised by the Victorian Government, 1 Treasury Place, Melbourne must be spoken at the same time as the end frame is shown. The end frame must have a duration of at least 1.5 seconds. SAMPLE TV END FRAME Emergency warnings do not require an authorisation tag. Refer to the Victorian Government Communication Guidelines for further information about the definition of campaign and non-campaign advertising. TELEVISION, CINEMA AND ONLINE VIDEO ADVERTISING All Victorian Government campaign television, cinema and online video advertising must carry an authorisation tag as set out below. The pre-end frame should contain the Victorian Government insignia and relevant website address. Authorised by the Victorian Government, 1 Treasury Place, Melbourne Spoken by John Smith The pre-end frame should be followed by a black end frame with the authorisation tag. Authorised by the Victorian Government, 1 Treasury Place, Melbourne Spoken by [insert names of all speakers during the advertisement, but not the authorisation tag voice-over if this speaker does not also speak during the advertisement]

12 12 VICTORIAN GOVERNMENT BRANDING AND AUTHORISATION GUIDELINES 2014 RADIO ADVERTISING All Victorian Government campaign radio advertising must carry an authorisation.tag as follows: Authorised by the Victorian Government, Melbourne Spoken by [insert names of all speakers during the advertisement, but not the authorisation tag voice-over if this speaker does not also speak during the advertisement] The authorisation tag must be spoken at the end of the radio advertisement. PRESS ADVERTISING All press advertising must carry an authorisation tag as follows: Authorised by the Victorian Government, 1 Treasury Place, Melbourne The authorisation tag must appear along the bottom of all press advertising. POSTER AND BILLBOARD ADVERTISING All posters and billboard advertising must carry an authorisation tag as follows: Authorised by the Victorian Government, 1 Treasury Place, Melbourne Printed by [printing company name, suburb] DIGITAL ADVERTISING NON-VIDEO DIGITAL ADVERTISING All digital advertising, other than online video advertising, must contain the authorisation tag as set out below. Authorised and published by the Victorian Government, 1 Treasury Place, Melbourne This includes banner advertising and digital advertising appearing outdoors and in mobile applications. The authorisation tag must appear along the bottom of the last frame of all digital advertising. ONLINE VIDEO ADVERTISING The authorisation tag should follow the same specifications as for television advertising. VIDEOS All videos must include an authorisation tag. This applies regardless of whether or not the video is part of an advertising campaign, and regardless of the medium in which the video will appear (i.e. it applies to all videos on YouTube, social media channels, or on government websites, etc). The authorisation tag should follow the same specifications as for television advertising. The exception is that a Victorian Government body should use its own name, street address and suburb, instead of the Victorian Government, 1 Treasury Place, Melbourne where the video is not part of an advertising campaign. Campaign advertising videos produced by Victorian Government bodies, must be authorised by the Victorian Government, 1 Treasury Place, Melbourne. Functional videos (like training videos) do not require an authorisation tag.

13 13 VICTORIAN GOVERNMENT BRANDING AND AUTHORISATION GUIDELINES 2014 PUBLICATIONS Publications include reports, documents, brochures, fact sheets and marketing collateral. They do not include business cards, letterhead and other printed stationery. The authorisation tag and accessibility tag should be placed on the outside back cover of a publication in the first instance, or on the inside front cover. Where a publication is a single page, the tags should be placed at the end of the publication. PRINTED PUBLICATIONS For Victorian Government departments and administration offices, the following authorisation tag must be used: Authorised and published by the Victorian Government, 1 Treasury Place, Melbourne Printed by [printing company name, suburb] For other Victorian Government bodies, the following authorisation tag must be used: Authorised and published by [relevant government body], [street address and suburb of relevant government body] Printed by [printing company name, suburb] OTHER REQUIREMENTS Annual reports and similar publications require an International Standard Series Number (ISSN). Some whole of Victorian Government publications may require an International Standard Book Number (ISBN). Please contact the Victorian Government Library Service for more information: library.intranet.vic.gov.au/client/vglsweb Publications should also include the following: ACCESSIBILITY If you would like to receive this publication in an accessible format, such as large print or audio, telephone (insert department telephone) or name/department@department.vic.gov.au Unless indicated otherwise, this work is made available under the terms of the Creative Commons Attribution 3.0 Australia licence. To view a copy of this licence, visit creativecommons.org/licenses/by/3.0/au It is a condition of this Creative Commons Attribution 3.0 Licence that you must give credit to the original author who is the State of Victoria.

14 14 VICTORIAN GOVERNMENT BRANDING AND AUTHORISATION GUIDELINES 2014 ONLINE PUBLICATIONS For Victorian Government departments and administration offices, the following authorisation tag must be used: Authorised and published by the Victorian Government, 1 Treasury Place, Melbourne For other Victorian Government bodies, the following authorisation tag must be used: Authorised and published by [relevant government body], [street address and suburb of relevant government body] ACCESSIBILITY All Victorian Government publications (printed and online) must be accessible for all Victorians. An accessibility tag must be included on all publications as follows: If you would like to receive this publication in an accessible format, please telephone (department, branch, contact) on (insert phone number or ). This document is also available in (insert HTML and/or PDF and/or Word) format at Refer to the Victorian Government Accessible Communication Guidelines 2013 for additional information. WEBSITES The authorisation tag for Victorian Government websites (any website ending.vic.gov.au) is: State Government of Victoria It must appear in the footer of all home pages, site entry and major content pages on all government websites. Where possible, it should also be included in the footer of every page. The insignia should link to the portal site Minimum size requirements are outlined in the Insignia section. Refer to page 5. COMMUNITY INFORMATION (MAJOR WORKS) BILLBOARDS Authorised and published by the Victorian Government, 1 Treasury Place, Melbourne Refer to the Community Information Billboards section for further guidance and requirements. EXEMPTIONS All communication must carry an authorisation tag as specified above unless a written exemption has been granted by the Director, Strategic Communication and Protocol, DPC. You may apply for an exemption if your advertising contains uncontroversial factual information of an ongoing nature, or is related to retail products and services. All requests for exemptions should be sent by the relevant departmental Senior Communication Officer to advertising@dpc.vic.gov.au. FURTHER ADVICE These Guidelines are designed to help you comply with the relevant requirements. However, they may not cover all situations. In some cases, specific legal advice may be required. If you are unsure about the legal requirements which apply to your particular situation, please contact your Senior Communication Officer or your agency s legal team for advice. All Victorian Government websites must also include the insignia which should be placed prominently on the homepage, where it can be viewed without having to scroll.

15 15 VICTORIAN GOVERNMENT BRANDING AND AUTHORISATION GUIDELINES 2014 COMMUNITY INFORMATION BILLBOARDS A community information billboard (billboard) should be used to provide information about major public works, including government funding, start and completion dates, and an outline of the project benefits. A billboard must be erected for all new budget-sector capital works with government funding greater than $250,000. Any exemptions can only be granted by the relevant portfolio minister. The purpose of this advice is to standardise the production of community information billboards and make the billboards visually and structurally consistent. CONSTRUCTION A billboard must be erected in a highly visible area of the work site three weeks before commencement and removed within three weeks of completion of the works. All signage on the work site (including community information billboards, contractor and construction company signage) should comply with Occupational Health and Safety requirements. More than one sign can be erected where the site has more than one entry point, for example, for major roadworks. An exemption to use a smaller sized sign can be approved by the Director, Strategic Communication and Protocol Branch, DPC. The billboard has some fixed elements and mandatory fields, this information must all fit within the fixed text box. Victorian Government project line Building Victoria, and the Victorian Government insignia is placed at the top and is fixed Project title (up to 3 lines) Brief description (up to 4 lines) Government financial contribution (2 lines) For more information, visit the project website (1 line) Organisation, design, construction partner logos (in colour along the bottom) An authorisation tag. Under the Electoral Act 2002 all signage must carry a proper authorisation tag in accordance with section 83. Authorised and published by the Victorian Government, 1 Treasury Place, Melbourne Exemptions will be provided in circumstances where there is a genuine safety reason, or another necessary requirement as to why an authorisation tag cannot be included. The billboard may have an image inserted to the right of the text. The image would be a stylized image of the completed works or representative of the works location. ARTWORK TEMPLATES Advice on the cost and design of your billboard can be obtained from design@dpc.vic.gov.au.

16 16 VICTORIAN GOVERNMENT BRANDING AND AUTHORISATION GUIDELINES 2014 COMMUNITY INFORMATION BILLBOARD, LANDSCAPE FORMAT WITH IMAGE COMMUNITY INFORMATION BILLBOARD, PORTRAIT FORMAT WITHOUT IMAGE A NEW HOME FOR A MELBOURNE ICON Conectem ab ium volorib usantemped earum velendis as as et re pa vent modi cusam ut ipsapid modi sapiend aepeliq uidigen isquam, et officiur aut prorionseni tem dolor mil et atus, simporum estiatestium lis re. Project timeline: October 2013 Project value: Please visit: $1.1 million A NEW HOME FOR A MELBOURNE ICON FOR A LONGER TITLE Conectem ab ium volorib usantemped earum velendis as as et re pa vent modi cusam ut ipsapid modi sapiend aepeliq uidigen isquam, et officiur aut prorionseni tem dolor mil et atus, simporum estiatestium lis re. Conectem ab ium volorib usantemped earum velendis as as et re pa vent modi cusam ut ipsapid modi sapiend aepeliq uidigen isquam, et officiur aut prorionseni tem dolor mil et atus, simporum estiatestium lis re. Project timeline: October 2013 Project value: $1.1 million Please visit: Project Partner Logo Project Partner Logo Project Partner Logo Project Partner Logo Project Partner Logo Authorised and published by the Victorian Government, 1 Treasury Place, Melbourne Project Partner Logo Project Partner Logo Project Partner Logo Project Partner Logo Project Partner Logo Project Partner Logo Authorised and published by the Victorian Government, 1 Treasury Place, Melbourne

17 17 VICTORIAN GOVERNMENT BRANDING AND AUTHORISATION GUIDELINES 2014 ADDITIONAL INFORMATION PLAQUES The stand-alone insignia may be used on a permanent plaque for a building or other infrastructure project, where the project has been funded or co-funded by the Victorian Government. If the project is opened by a minister, the wording for the plaque must be approved by that minister. For all other plaques, the wording must be approved by the relevant departmental Senior Communication Officer. SAMPLE PLAQUE RELEVANT GUIDELINES AND RESOURCES Victorian Government Communication Guidelines dpc.vic.gov.au/communication Victorian Government Library Service library.intranet.vic.gov.au/client/vglsweb State Service Authority s Guidance on the Use of Social Media in the Victorian Public Sector ENQUIRIES General enquiries about the application of these guidelines should be directed to the relevant departmental Senior Communication Officer in the first instance. SPECIFIC ENQUIRIES ABOUT THESE GUIDELINES AND THEIR APPLICATION: The Director and Chief of Protocol Strategic Communication and Protocol Branch, DPC advertising@dpc.vic.gov.au SPECIFIC ENQUIRIES ABOUT DESIGN: design@dpc.vic.gov.au

18 Authorised and published by the Victorian Government, 1 Treasury Place, Melbourne January 2014 DPC130603