Branding for social media

The NSW Government brand plays an important role when communicating to our customers. To ensure a consistent experience across social media channels, it’s important the NSW Government brand is used prominently and consistently. 

The guidance on this page is for agencies following the NSW Government Visual Identity System for the Masterbrand category of branding, which must be adhered to unless a formal brand exemption under the NSW Government Brand Framework has been granted.

For additional guidance on branding for NSW Government social media channels, including branding for other categories and examples of use, visit the NSW Government Brand Toolbox.
 

Profile pictures

Masterbrand

NSW Government social media channels must have the NSW Government primary logo as the profile picture unless a formal brand exemption under the NSW Government Brand Framework has been granted.

Image

The NSW Only version of the primary logo, which is a version without the word 'Government', must be used for social media profile pictures. 

Where possible, category tags to indicate the profile is a government organisation should also be used. These rules are applicable across all social media platforms. 

A Rainbow Waratah logo is also available for limited use during the Sydney Gay and Lesbian Mardi Gras period. The NSW Only version of the Rainbow Waratah can be used as a profile picture or within posts on NSW Government social media channels, however usage must cease after the final date of Mardi Gras and profile pictures must revert back to the primary logo.

Image

To request logo artwork and view guidelines on logo usage, visit the NSW Government Branding Toolbox.

Examples of what your profile picture should look like

Logos in images and video

Use of the NSW Government primary logo is encouraged for paid campaigns, but not always required to be used on static posts or video for organic social media posts when the profile picture uses the NSW Government primary logo.  

Accessibility is an important consideration when selecting the background colour on which you place the NSW Government primary logo. To ensure legibility, please follow the guidance provided in the NSW Government Visual Identity System. Visit the NSW Government Brand Toolbox and go to Logos > NSW Government logo, where you will find guidance on legibility and background colours when using the NSW Government logo.

In digital communications, the NSW Government primary logo should be used at no smaller than 60px high. For recommended sizes in social media posts, end frames and videos, refer to the NSW Government Brand Toolbox and go to Logos >Logo usage on social media.

While the primary logo should always be used where size permits, when the minimum size of 60px cannot be met there are 2 small use logos available, depending on the application: 

• NSW Only logo (all use below primary logo minimum sizes except Favicons and app icons).
• Waratah Only logo (Favicons and app icons only).

These logos have been designed to ensure accessibility and clarity can be maintained at all logo sizes.

Use of waratah logo for third parties

When creating social media posts intended for sharing with non-government stakeholders, you must include the waratah logo. This ensures a clear link back to the government source.

• The image should always accompany the original social media copy to maintain context and clarity. Third parties should not post the image in isolation or re-edit the copy that was provided or used by a NSW Government agency.
• If the third party has a specific reason for wanting to edit or replace the copy or image, they should get in touch with your social media team for guidance and approval before they proceed.  

Influencer content

For content developed with influencers and shared on influencers’ own channels, influencers must make it known to their audience they are in partnership with the NSW Government when delivering messages to them. Audiences should be in no doubt that the influencer is being paid to produce the content or contribute messaging. However, branding requirements are different for influencer content than for other videos produced by or for the NSW Government. Refer to the Social Media Influencer Guidelines for more information about branding for influencer partnerships.   

Account name and handle

You should ensure your account name and handle is easily identifiable as a NSW Government agency. Avoid using acronyms in your account name where possible.

Using the NSW Government Visual Identity System

The NSW Government Visual Identity System must be used when producing social media content. There are many ways it can be applied to create content that is unique and compelling. You can find on-brand social media content examples using both corporate and non-corporate colour palettes in the NSW Government’s NSW Government's Brand Toolbox under Masterbrand > Applications > Corporate / Non Corporate. 

Refer to the creative best practice section of these social media guidelines for more advice on creating social media images, videos, animations, emojis, captions and copy. 

Brand exemptions

If your agency has a brand exemption, refer to the particular guidelines regarding your agency’s brand framework category on the NSW Government Brand Toolbox, for: 

• what logo to use for your profile picture
• advice on using logos in images and videos on social media.

Compliance with the NSW Government Brand Guidelines

Although social media content must follow the NSW Government visual identity system, there are many ways to still create unique and compelling content. You can find on-brand social media content examples in the NSW Government Brand Toolbox. 

Refer to the creative best practice section for more advice on creating social media images, videos, animations, emojis, captions and copy.