Overview
Most Queensland Government websites aren't permitted their own logo and can only be identified through the use of either a ‘Name identifier or Name style’. The key aspect of these is that they don't include any imagery or graphics and are written only in the official government font Meta.
- Name Identifiers are most commonly used for Government Departments and core services.
- Name styles are used for used major projects, internal campaigns and statutory bodies.
- Unique Logos are generally reserved for large scale public campaigns or government initiatives and can only be created with approval from the Department of Premier and Cabinet.
Name identifiers
Generally, name identifiers are the name of the sub-brand written in the Meta typeface. Name identifiers are only permitted to be used on websites and internal collateral.
Sub-brands identifiers are kept simple because their names are often subject to changes that occur due restructures in government.
Mandatory requirements
- Must use Meta font only
- Must have all words either bold or meta normal and not a mixture
- Italics and underlining isn't permitted
- Can never be more dominant than the government logo
- Must stand alone from tag lines
- Cannot include graphics or images
- Must use sentence case
Flexible requirements
The words ‘department of ‘ may be smaller font then the rest of the identifier.
Name styles
A namestyle can be used as an alternative to a logo to help individualise your brand. Your namestyle must be built in the corporate font Meta.
Namestyles can't include any graphics however colours and font weights can be adjusted.
A namestyle may also be a shortened version of an entities name, for example ‘Metro North Hospital and Health Service’ could use the namestyle ‘Metro North Health’.
Example with of site name in namestyle format
Mandatory requirements
- Must use Meta font only
- Underlining isn't permitted
- Can never be more dominant than the government logo
- Must stand alone from tag lines
- Cannot include graphics or images
Flexible requirements
- Colours
- Font weights
Unique Logos
In exceptional circumstances some services, statutory agencies and commercialised business units may be granted permission to have a unique logo. To apply for a unique logo, a business case must be submitted to the Department of the Premier and Cabinet for approval.
Supporting resources
Marketing Matters
Queensland Government Style Guide
Last updated: August 2023