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Common branding

The corporate identity of any organisation is a valuable asset and the integrity of its public image must be protected and maintained at all times.

The common branding policy has been introduced to the Government of South Australia to ensure that a consistent and professional image is maintained with the general public. This enables all levels of the community to recognise Government of South Australia activities, information and services. As well as serving to remind public sector employees we all work for the one government rather than individual departments and agencies.

DPC Circular 25: Common Branding Policy for the Government of South Australia specifies that the common brand will apply to all South Australian Government entities. These guidelines have been developed to assist government entities execute the common brand accurately and consistently. If a government entity needs to determine if it must comply with the Government of South Australia's common branding policy then an Entity Eligibility Questionnaire should be completed.

Here are some useful documents:

DPC Circular 25 Common Branding 
FAQs on Common Branding 
Entity Eligibility Questionnaire

Common branding exemptions

If you are seeking to have your entity identified by a unique logo or you would like to revise a unique logo, you will need to seek an exemption from the Common Branding Policy via PCAG.
There are two types of submissions:

  • New common branding exemption – Co-branding or full exemption
  • Revision to a logo with an existing common branding exemption

New common branding exemption - co-branding or full exemption

The following approval process is to be followed:

1. Develop a Briefing Paper and submit to GCA for review

When preparing the Briefing Paper, you will need to consider whether your entity has demonstrated a vested commercial, cultural or public welfare interest. A Common Branding Exemption Briefing Paper template is available on the GCA website. 
Once a draft Briefing Paper has been prepared, you will need to submit it to GCA for review and feedback. Please allow a reasonable time for GCA consideration and response.

2. Obtain internal departmental approval/s 

Internal approval should include any proposed expenditure for creative development and implementation costs according to your departmental procedures. This is mandatory for your submission to be considered by PCAG.  

3. Obtain endorsement from PCAG and approval from the Premier 
You must submit the PCAG papers to GCA by the submission deadline for the relevant sitting.  

4. Develop creative concepts
Brief your creative supplier to develop your entity’s new logo. Ensure you consider placement of your new logo in conjunction with the Government of South Australia logo.

5. Obtain internal departmental approval/s
Obtain internal approval of the proposed logo concepts according to your departmental procedures. This is mandatory for your submission to be considered by PCAG.

6. Obtain approval from PCAG of new logo concepts
You must submit the PCAG papers to GCA by the submission deadline for the relevant sitting.  

  • Your submission must include a minute seeking approval for the logo concepts
  • GCA will provide you with documentation of PCAG’s final approval of your logo concepts. 

7. Implement your new logo
Following the required internal approvals, implement the new logo into your entity’s activities.

Revision to a logo with an existing common branding exemption

If you have an existing common branding exemption, and are seeking to redesign your logo, the following approval process is to be followed:

1. Develop a Briefing Paper and submit to GCA for review
When preparing the Briefing Paper, you will need to consider whether your entity has sufficiently demonstrated the need to replace the existing logo. A Common Branding Exemption Briefing Paper template is available on the GCA website. 
Once a draft Briefing Paper has been prepared, you will need to submit it to GCA for review and feedback. Please allow a reasonable time for GCA consideration and response.

2. Obtain internal departmental approval/s
Internal approval should include any proposed expenditure for creative development and implementation costs according to your departmental procedures. This is mandatory for your submission to be considered by PCAG. 

3. Obtain PCAG approval 
You must submit the PCAG papers to GCA by the submission deadline for the relevant sitting.  

4. Develop creative concepts
Brief your creative supplier to develop your entity’s new logo. Ensure you consider placement of your new logo in conjunction with the Government of South Australia logo.

5. Obtain internal departmental approval/s
Obtain internal approval of the proposed logo concepts according to your departmental procedures. This is mandatory for your submission to be considered by PCAG.

6. Obtain approval from PCAG 
You must submit the PCAG papers to GCA by the submission deadline for the relevant sitting.  

  • Your submission must include a minute seeking approval for the logo concepts
  • GCA will provide you with documentation of PCAG’s final approval of your logo concepts.

7. Implement your new logo
Following the required internal approvals, implement the new logo into your entity’s activities.

 

For more information on the approval process click here