Department of the Premier and Cabinet
Common Badging
Department of the Premier and Cabinet
Common Badging
The 2001 Machinery of Government taskforce, established by the Gallop Government to examine the structure and function of the WA Public Sector, noted that:
Many Western Australian government departments have adopted names and logos to give them a distinct and unique character. While this can give the impression of an enterprising and energetic organisation, it also has the effect of distancing the department from Government and public service. It can also lead to confusion in the mind of the public about whether the department is a government or a private sector agency.
The Taskforce understands that the Queensland Government has recently adopted a uniform approach to the identification of departments and related agencies. The purpose of this corporate identity approach has been to clearly identify agencies as being government institutions for the benefit of the public. Ongoing savings are also expected from negating the need for agencies to undertake individual logo development.
The Taskforce supports this approach as both a symbol of a unified system of government administration and as a clear identification for department customers.
Cabinet approved the common badging guidelines and design on 10 September 2001. The administration of Common Badging will be the responsibility of Department of the Premier and Cabinet. Common badging for new stationery, publications and the Internet should be adopted by 1 July 2002. Common badging should be implemented on a cost-conscious basis. The Principles, Guidelines and Exemptions for common badging agreed to by Cabinet are available here.
It presents a single, recognisable brand for the Government - making it easier for the public, visitors and investors to recognise State Government products, services and entities, and distinguish them from other levels of Government and the private sector.
It reminds us, as public sector employees, who we are working for - the State Government and ultimately the people of Western Australia rather than an individual department or agency.
It reduces any future cost to Departments for the development of their own corporate identities.
The design was developed following consultation with both departmental and executive government officers, and was developed using only existing Government resources. The graphic designer was Gary Bird at the Department of Training. The design of the logo represents Western Australia's future in a global context. The blue represents our sky and sea and the ochre represents our land and history.
All Departments of State will be required to use the Government Symbol as their new corporate identity for stationery, publications, on websites, and on any new signage. Uniforms and vehicles will not be required to be re-badged.
For statutory authorities and departments that offer specific products or services that have existing logos there will be the opportunity to apply for the right to co-badge, for these products and services only, with the Government Symbol. The decision as to whether this right will be granted will be based on level of brand recognition in the community, client needs, and other factors such as existing branding on signage, uniforms and vehicles. Please contact the Common Badging Advisory Group to apply for co-badging rights.
Guidelines for your co-badging application are available here.
Public corporations, entities listed in Schedule 1 of the Public Sector Management Act, and other agencies as approved by Cabinet will not be required to use the Government Symbol, but would be welcome to include it where possible in their material. See Exemptions for details.
New logos may only be developed if they are part of a campaign for a specific product and service, and are developed and implemented on a cost-conscious basis. Development of any new logos should be discussed with the Common Badging Advisory Group prior to any work commencing. Agencies will have to apply for the right to co-badge with any new logos, and it is recommended that this approval is granted before any design work is undertaken.
This logo does not seek to replace Brand WA which will continue to be used for tourism purposes. However, departments and agencies that do not have a tourism function will be asked not to co-badge with Brand WA logos. People in the private sector who use Brand WA will not be affected.
The State Coat of Arms will continue to be used for a range of publications and documents that are likely to have continuing government or historical interest (eg. Government Gazettes, legislation and annual reports). The continuing uses of the State Coat of Arms are listed here.
For annual reports, the State Coat of Arms should be co-badged with the Government Symbol, and any other logos that have been given co-badging approval.
Page last revised: 03 Jun 2008
