Government branding is how the Australian Government presents itself, its agencies and its digital products. The role of Government Branding (and the brands that it includes) is to deliver an experience that builds trust, confidence and ease of use for our customers. Government brands can assist with navigation, or orientation around government agencies, policies and services.
Objectives
The adoption of consistent branding architecture will lower the complexity of accessing government services, and delivery on the potential of digital government. By reducing the proliferation of brands and domains where every program is treated as a brand with distinct identities and communication strategies, we will prioritise the brands worth investing in.
Consolidated customer facing Australian Government branding for digital services across government will enable whole-of-government to improve the experience for people and businesses, through prioritisation of domains, integration of experiences, consistent naming and branding.