ees brand guidelines

Department of Planning Industry and Environment – Environment, Energy and Science

Brand GuidelinesVersion 2 | September 2021

environment.nsw.gov.au

http://environment.nsw.gov.au

Contents

Hello 3

Brand 4Archictecture 4

Criteria for exemptions from NSW Government or EES branding 5

EES brands and system overview 6

Our logo 7Variations and clear space 7

Co-branding: Affiliate brands lock-up style 8

Incorrect use 9

Logo sizes 10

Co-branding 11Examples 12

Incorrect use 13

EES brand online 14

Typography 15Hierarchy 16

DPIE word mark 17

Colour palette 18Accessibility for web 19

Photography 20Level 1: The big picture 21

Level 2: Immersive environment 22

Level 3: Details 23

Level 4: Textures 24

Guidelines for photographers 25

Guidelines for photographers 26

People in photography 27

Guidance on image selection 28

Tone of voice 29

Collateral 31Snapshot 31

A4 Publication - Highly Designed (InDesign) 32

A4 Publication - Designed (Word) 36

A4 Publication - Basic (Word) 38

DL Flyer 39

Pullup banners 40

Half-page press advertisement 41

Applications 42PowerPoint 42

Digital banners 43

Social media: Facebook and Instagram 44

Infographics 45Charts 45

Other infographics 46

Tables 47

Iconography 48

EES programs 49

Managed programs 50A4 Brochure and DL Flyer 50

Production 51Printing and paper recommendations 51

Does it need to be printed? 52

Templates 53

Video guidelines 54

Certificate 55

Vehicle wraps 56

Contacts 57

EES Brand Guidelines 2V2 © September 2021

Welcome to the Environment, Energy and Science brand guidelines for the Department of Planning, Industry and Environment.

Templates and images are available to download at: images.environment.nsw.gov.au

Logos and other resources are available to download at: environment.nsw.gov.au/about-us/who-we-are/brand-and-logo

Hello


http://images.environment.nsw.gov.au

https://www.environment.nsw.gov.au/about-us/who-we-are/brand-and-logo

BrandArchictecture

The diagram on this page shows the brand architecture relationship between NSW Government, Department of Planning, Industry & Environment (DPIE) and the Environment, Energy & Science (EES) group sub-brands and programs.

Parent brand EES is a group within the Department of Planning, Industry and Environment and is a subsidiary of the NSW Government. This means it is wholly owned and governed by the NSW Government. As such, EES and its programs must use the waratah logo for all public facing communications.

Department of Planning, Industry and Environment

Environment, Energy and Science Group

Peer/partner brands

Peer brandsThese are independent peer or partner brands to EES. They are on equal footing with EES in the Department of Planning, Industry and Environment portfolio brand hierarchy.

EES programs with their own visual identitiesSaving our Species is an EES program with its own visual identity. It has its own visual identity guidelines which you should follow.


BrandCriteria for exemptions from NSW Government or EES branding

Criteria for NSW Government or EES branding exemptions have been developed to help you determine whether you have a strong case for a new logo or visual identity. This process was developed to ensure the benefits of another logo or visual identity do not outweigh the costs involved or devalue the EES visual identity.

Please submit your application addressing the criteria to the Brand and Design team ([email protected]) for review by Director of Public Affairs

Logo development criteria (Department of Customer Service exemption application criteria)1. A NSW Government program or campaign

(preferably involving multiple NSW Government agencies)

2. Highly identifiable communications as a distinct program or campaign.

In addition to all visual identity criteria.

Visual identity development criteria1. EES program or NSW government program or

portal name

2. Confirm your program has funding for 3 or more years

3. Detail the stakeholders, their size and why they need a distinctive approach and unique tone of voice.

4. Outline your key partnerships and sponsorships. Detail why a unique visual identity is necessary to maintain these relationships and/or funding.

5. Explain your communications strategy, objectives, messaging and communication channels (such as paid advertising plan and budget, events strategy).

6. Demonstrate existing brand recognition, including any research on stakeholder recall. Provide evidence that this program has existing brand awareness that will be detrimentally impacted if it does not have its own visual identity. Please detail recognition statistics (such as search results, traditional and social media activity, customer surveys).

7. Detail any anticipated media coverage.

8. Outline the business revenue or operations affected if no visual identity is developed

Where applicable, please detail monetary value.

For example, the return on investment for programs that generate income (or receive funding) should be 5:1 revenue (or funding) to cost [(estimated revenue or funding — visual identity cost) ÷ visual identity cost].


mailto:brand.design%40environment.nsw.gov.au?subject=

http://insite.environment.nsw.gov.au/Intranet%20Library/Pages/Criteria-exemptions-from-NSW-Gov-or-OEH-branding.aspx

BrandEES brands and system overview

The images opposite show the brand system relationship between EES and its programs.

EES brandEES is a group within DPIE and is a subsidiary of the NSW Government. This means it is wholly owned and governed by NSW Government, maintaining a strong affiliation through the logo and other brand elements. We are no longer allowed to lock our name up to the NSW government logo, and now use a separate text treatment style. Please refer to page 7 for more detail.

EES programsThese are EES programs that have been granted permission to use their own distinct visual identity, while still being governed by EES. They must still feature the NSW Government logo.

EES managed programThese are managed programs that use the EES managed program template system. They are governed by EES.

EES brand EES programs

‘Saving our Species’ has been granted permission to use their own distinct visual identity.

Managed programs that use the EES managed program template such as ‘Beachwatch’ and ‘BioNet’.


Our logoVariations and clear space

The rules opposite show how to place the NSW logo correctly at the top of communications.

The stand alone logo is used on all applications. The NSW Government logo must always be used in full colour.

Note: Always use the supplied master logo artwork for the bounding box logos, never recreate these.

Logos can be downloaded from the website: environment.nsw.gov.au/about-us/ who-we-are/brand-and-logo

NSW primary logo Placement exception

NSW logo in bounding box

Examples: A4 Publication (Highly Designed), A4 Factsheet and DL FlyerTop edge placement on a white background.

External communications will use the NSW Government logo with an acknowledgement line for DPIE or its brand or managed program.

Never alter the width or height of the box.

Examples: Pullup bannerTop edge placement on a photo background.


https://www.environment.nsw.gov.au/about-us/who-we-are/brand-and-logo

Proudly sponsored bySAVING OUR SPECIES








Newcastle

Swansea

Gosford

Wyong

Morisset

WollombiPutty

Merriwa

Denman

Muswellbrook

Scone

Murrurundi

Moonan Flat

Barrington TopsGloucester

Dungog

Singleton

Broke

Branxton

Cessnock

MaitlandRaymond Terrace

Nelson Bay

Seal Rocks

Bulahdelah

Stroud

Nabiac

Forster-Tuncurry

Old Bar

Taree Harrington

Newcastle

Swansea

Gosford

Wyong

Morisset

WollombiPutty

Merriwa

Denman

Muswellbrook

Scone

Murrurundi

Moonan Flat

Barrington TopsGloucester

Dungog

Singleton

Broke

Branxton

Cessnock

MaitlandRaymond Terrace

Nelson Bay

Seal Rocks

Bulahdelah

Stroud

Nabiac

Forster-Tuncurry

Old Bar

Taree Harrington

MUSWELLBROOK

UPPER HUNTER

SINGLETON

CESSNOCK

CENTRAL COAST

LAKE MACQUARIE

NEWCASTLE

MAITLAND PORTSTEPHENS

DUNGOG

MID-COAST

MUSWELLBROOK

UPPER HUNTER

SINGLETON

CESSNOCK

CENTRAL COAST

LAKE MACQUARIE

NEWCASTLE

MAITLAND PORTSTEPHENS

DUNGOG

MID-COAST

Saving our Species is an innovative statewide program that addresses the growing number of plants and animals in NSW facing extinction.

Environment, Energy and Science is currently working with partners to provide targeted conservation projects to save these specific plants and animals

Securing Threatened Species in the Hunter-Central Coast Region


Photography: Solanum sulphureum, Asperula asthenes - Paul Segal. Persoonia paucilflora, Prostanthera cineolifera - Paul Hillier(OEH). Regent Honeyeater - Michael Todd. Grey Headed Flying Fox - Shane Ruming. Koala - John Turbill(OEH). Banksia conferta, Tasmania glaucifolia, Corunastylis charmhaven, Diuris venosa - Luke Foster(OEH). Pomaderis reperta - Lucas Grenadier(OEH). Thelymitra adorata - Lachlan Copeland. Diuris flavescens, Lindernia alsinoides - Mark Camer-on(OEH). Myuchelys purvisi - Bruce Chessman. Big Nellie Hakea - Greg Steenbeeke

Koala(Phascolarctos

cinereus)

Regent Honeyeater(Anthochaera

phrygia)

Grey-headed Flying Fox

(Pteropus poliocephalus)

North Rothbury Persoonia (Persoonia pauciflora)

Singleton Mint Bush

(Prostanthera cineolifera)

Grevillea shiressiSomersby Mintbush

(Prostanthera junonis)

Rough Doubletail (Diuris praecox)

Variable Midge Orchid

(Genoplesium insigne)

Nabiac Casuarina (Allocasuarina

simulans)Magenta Lilly

Pilly (Syzygium

paniculatum)

Maning River Helmeted Turtle

(Myuchelys purvisi)

Dracophyllum macranthum

Lasiopetalum longistamineum

Acacia danganeris

Senecio linearifolius var.

danganeris

Veined Doubletail

(Diuris venosa)

Solanum sulphureum

Fragant Pepperbush(Tasmania glaucifolia)

Noah’s False Chickweed

(Lindernia alsinoides)

Trailing Woodru� (Asperula asthenes)

Wyong Sun Orchid(Thelymitra

adorata)

Corunastylis sp. Charmhaven

Denman Pomaderris (Pomaderis

reperta)

Banksia conferta subsp. ConfertaBanksia conferta subsp. Conferta

Big Nellie Hakea (Hakea

archaeoides)

Our logoCo-branding: Affiliate brands lock-up style

When EES brands or programs are featured on external communications we use only the NSW Government logo and a text acknowledgement line. Preference is for text to acknowledge the program (e.g. Saving our Species), however if no program is associated then the department can be referenced (Department of Planning, Industry and Environment).

Language may be updated to other acknowledgements where appropriate, e.g. ‘With additional funding from.’ The DPIE acknowledgement line is always in Gotham Book. The brand or managed program name is in Gotham Bold.

NSW Government logo positioning Clear space

Example: External communications

The NSW Government logo (as stated in ‘NSW Government Brand Guidelines’ page 21) should be positioned in the bottom left-hand corner of all communications. Where this is not possible, the logo can be positioned in any other corner.

Clear space between text and NSW Government logo = 2 x ‘N’ width


Our logoIncorrect use

The examples opposite demonstrate some situations to avoid when using the NSW Government logo.

To ensure the logo is accurately reproduced, always use the original master artwork files and never alter, redraw, recolour or distort the logo in any way.

Legibility is the primary consideration when using the logo. There must always be good contrast, visibility and legibility between the logo and its background. A white background is preferred.

Do NOT use on busy or patterned backgrounds.

Do NOT rotate the logo.

Do NOT change the placement of the elements of the logo.

Do NOT use the waratah only as the logo.

Do NOT apply effects to the logo.

Do NOT crop the logo.

Do NOT use the full colour logo on a blue background.

Do NOT change the colour of the logo.

Do NOT change the scale of the elements of the logo.


Our logoLogo sizes

We have a simple rule that allows you to calculate the correct logo size for any application.

Calculating logo size• Measure or calculate the height of your

application.

• Multiply the result by 0.08.

• This is the height the NSW Government logo should be.

• Our templates have the logo embedded at the correct sizes. Never alter this size.

Minimum sizeThe minimum size the logo should be for print applications is 17mm high.

Standard sizesThe diagram opposite shows the correct logo size for standard size documents.

Please note:

• All sizes relate to the NSW Government logo itself, not the bounding box.

Calculating logo size: Logo height =Page height x 0.08

DL: Logo uses 8% rule(17mm high)

A4: Logo uses 8% rule(24mm high)

A3: Logo uses 8% rule(34mm high)

Minimum size: 17mm high


External logos Margin space Clear space Partner logos

Co-branding

This style is appropriate for co-branding situations when partner brands must also be referenced.

Co-branding partner logos are placed in the top right hand corner of the page with text reading ‘A partnership between:’

The text is set as Gotham 10pt in Book.

Language may be updated to other headings where appropriate, e.g. ‘With additional funding from.’

If additional external logos are required we may feature these on the back cover.

Co-branding example

Co-branding alignment:As illustrated in the above diagram, all partner logos align to the baseline of the ‘NSW’ in the NSW Government logo.

Co-branding clearspace:Clear space = 2 x margin width between NSW Government logo and any co-brand partner logo.


Co-brandingExamples

Sometimes co-branding relationships can become quite complex when we need to feature partner logos in addition to the NSW government logo.

The rules illustrated opposite demonstrate a range of options which should solve most design challenges in this area.

Please email the Brand and Design team for advice if you have trouble finding an appropriate solution: [email protected]

A4 featuring multiple affiliate partner logos

A4 featuring one to two external partner logos

DL featuring one to two external partner logos

DL featuring multiple affiliate and external partner logos

Clear space between the NSW Government logo and partner logos = 2 x the margin width. (See clear space rules on page 7).

When both affiliate and external logos need to be featured in DL format, place the external logos on the back cover aligning with the affiliate logos on the front cover. Maximum number of affiliate logos on the cover = as many as can fit while allowing twice the margin of clear space between the NSW Government logo and affiliate logos.



Co-brandingIncorrect use

The diagrams opposite illustrate situations to avoid when working with different co-brand scenarios.

Do NOT place more than one row of co-brand logos on the cover.

Do NOT place co-brand logos in full colour format. Please use the mono versions.

Do NOT place the external and affiliate logos together.

Do NOT place the co-brand logos in other locations on the cover.


EES brand online

For all EES web design and digital content styles, refer to the link below:

environment.nsw.gov.au/content/styles

Please note that the Department of Customer Service permits agencies to use their own logos on agency corporate websites, internal communications, business cards and letterhead, and office environments.

Logo minimum size onlineThe recommended minimum size of the NSW Government logo is 45px high on all digital applications.

Minimum size: 45px high


http://environment.nsw.gov.au/content/styles

Typography

Our primary typeface is Gotham. It clearly aligns us with the NSW Government brand, as that is the typeface used in all the NSW agency logos.

It is a classic, timeless sans serif font which is highly legible with a no-nonsense appearance.

If you need a copy of Gotham for designing EES communications, please contact the Brand and Design team: [email protected]

Primary typeface

Secondary typeface

Web font

Gotham is our primary typeface.We use it in the following weights: Book Medium Bold For body copy in documents we use Gotham Book.

Arial should be used as a secondary font when Gotham isn’t available.

Roboto is used for headings. Arial is used for body text.



TypographyHierarchy

We have carefully crafted the typographic hierarchy to make it easier for readers to scan and understand complex documents.

It is a classic, timeless sans serif font which is highly legible with a no-nonsense appearance.

The text styles illustrated opposite are already embedded in both the InDesign and Word templates made available for you to use.


TypographyDPIE word mark

The DPIE word mark is locked up to all front page headings.

The clear space is 4.5mm from the baseline of the word mark to the top of the heading text box.

DPIE text treatment

Exception

Example: A4 Publication (Highly Designed)

Example: MRECIf the format doesn’t allow the text treatment to be in one line with the headline, it can be written separately and in some cases stacked.


Colour palette

Our colour palette is divided into three colour groups – primary, secondary and complementary colours.

Our palette is adapted from the Department of Planning, Industry and Environment’s (DPIE) colour palette. The bright colours allow our charts and graphs to ‘pop’ and have plenty of contrast.

Note: Adobe Swatch Exchange files are available to use with Adobe programs. If you are using the design templates the colour palette will already be embedded in the files.

Primary Secondary

Complementary

Primary BlueR0 B38 G100C100 M85 Y5 K20HEX #002664PMS 281c

Deep GreenR19 B129 G64

C87 M25 Y100 K12HEX #0f8040

PMS 7731c

Mid BlueR10 B124 G185

C85 M44 Y5 K0HEX #0a7cb9

PMS 2925c

Bright BlueR0 B171 G230C72 M14 Y0 K0HEX #00abe6PMS 298c

Native GreenR120 B177 G67

C59 M9 Y100 K0HEX #78b143PMS 2421cp

TealR64 B193 G187

C66 M0 Y28 K0HEX #40c1bb

PMS 325u

Dark GreyR178 B178 G178C32 M24 Y25 K4HEX #b2b2b2

RustR231 B76 G60

C4 M85 Y83 K0HEX #e74c3c

PMS 7417c

Forest GreenR0 B158 G74

C84 M11 Y100 K1HEX #009e4a

PMS 7482c

Light GreyR231 B230 G230

C11 M8 Y8 K0HEX #e7e6e6

Bright YellowR249 B190 G0

C2 M27 Y96 K0HEX #f9be00

PMS 7408c

OrangeR255 B127 G47C0 M61 Y80 K0

HEX #ff7f2fPMS 1575c


Colour paletteAccessibility for web

For people who are vision impaired, the RGB colour palette on the right includes descriptive text for each colour.

To meet vision impairment accessibility guidelines please use Black text, or use the eye dropper tool on the following colours.

As a Government agency we need to meet WCAG 2.0 AA accessibility guidelines in all our work.

We highly recommend using a colour contrast tool such as the Colour Contrast Analyser (CCA) to ensure that all important coloured elements and text meets AA accessibility.

NotesNormal text: below 14pt bold or 18pt normal

Large text: including and above 14pt bold or 18pt normal

+40%K

Key Not for use with textOnly large text accessible on a white background

Large and normal text accessible on a white background

80% Tint

40% Tint

+20%K

60% Tint

20% Tint

Base colour

Primary Secondary Complementary


https://www.visionaustralia.org/services/digital-access/resources/colour-contrast-analyser

Photography

There is a rich wealth of imagery available through the EES image library.

Our approach encourages you to think about storytelling through imagery. Within a single document start with a big picture sense of overview, then zoom in through various layers to a more macro view. This will give a richness and depth to EES communications, and encourages you to make the most out of what’s available in the image library.

Visit: images.environment.nsw.gov.au


https://images.environment.nsw.gov.au/

PhotographyLevel 1: The big picture

Aerial views, sweeping vistas, majestic landscapes.

This image style supports the notion of EES being experts invested in protecting the environment. It gives an impression of the enormity and scale of our natural world.

This style should be used for covers and spreads as the landscape shots are better suited to larger formats.


PhotographyLevel 2: Immersive environment

This level of imagery is taken more from the viewpoint of an observer in the environment.

It creates a more immediate sense of engagement with the area as you can imagine yourself in the scene.

This style incorporates indoor and built environments such as heritage, science labs, activity centres. The presence of people in this style heightens the sense of engagement.


PhotographyLevel 3: Details

This level of imagery is taken more from the viewpoint of an observer in the environment.

It creates a more immediate sense of engagement with the area as you can imagine yourself in the scene.

This style incorporates indoor and built environments such as heritage, science labs, activity centres. The presence of people in this style heightens the sense of engagement.


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PhotographyLevel 4: Textures

We zoom even further to show the texture of our natural environment.

Another style of detail shot, textures may be used to create graphic backgrounds for layouts or provide an interesting alternative to more pictorial subject matter.

This style should never be used as hero imagery for covers and spreads, but rather as background or secondary imagery.


PhotographyGuidelines for photographers

The top line principles demonstrated in the images opposite create an overview of our approach to shooting original photography.

Please refer to the following page for detailed guidance.

What to avoidThe principlesClassification

The big picture Dramatised and distorted nature

Not genuine with unusual lighting

Texture that doesn't reflect nature

Overly curated and assembled momentsImmersive environment

Details

Story tellingOrdinary

MagnificentOriginalReal

DistortedDramatised

BlurryOverly curated

ArtificialComplicated

ForeignUnexciting

Indistinct

StraightforwardGenuine

IntriguingIntuitive

Textures


PhotographyGuidelines for photographers

Things to consider• Images are shot in full colour.

• Capture a positive impression of your subject matter – sunny day, complimentary lighting, and vibrant, rich and healthy colours.

• All photos should be taken in landscape and portrait format and with spare space surrounding the subject, to allow for versatile cropping and use.

• Flora and fauna should be photographed at their natural level where possible, to create more of an impact to the viewer (for example, a lizard would be photographed low to the ground).

• Lighting should be natural to ensure a bright, clean and clear image - avoid the use of filters.

• Photo editing should retain a natural look and feel. Soft editing can be used to tidy up an image where necessary.

Landscape photography• Landscape shots should give an impression of

the grandeur and scale of our natural world.

• Landscapes are best photographed just before sunrise and just after sunset, when the light is softer. If photos need to be taken during the day, avoid shooting directly into the sun.

• Landscapes should be photographed on a wide angle, in both portrait and landscape format to allow for cropping.

• Landscapes do not have people as the focus of the shot, however people can be shown engaging with or enjoying their surroundings if appropriate.

Immersive environment photography• This style is ideal for indoor shots and built

environments.

• It should be mid to long range photography with a wide depth of field – everything should be in focus within the immediate environment.

• Feel free to include people in these shots, to better enhance the environment or tell a story.

Detailed photography• These are extreme close-up shots that can use

a shallow depth of field to further enhance the main subject.


PhotographyPeople in photography

• People appearing in photos should look engaged and have clear direction from the photographer about which emotion they should portray (happy, fascinated, curious, enthusiastic, calm, professional, caring, etc.). Poses should look relaxed and unstaged.

• People appearing in photos should have their faces showing where possible, unless they are appearing in a wide shot which focuses more on their surroundings.

• People’s clothes should reflect a natural colour palette (no fluorescent colours) with accent colours inspired by the EES colour palette. They should not have any visible logos or branding (other than NSW Government branding).

• Staff should be in full uniform with sleeves rolled down and wearing hats (applies to NPWS rangers and guides, and DPIE roadshow teams).

• Children should always wear sunscreen and hats in full sun, as well as protective clothing.

• Where possible shoot talent in full shade to avoid harsh or mottled light, unless it’s an overcast day.

• Make sure that people’s faces are bright, clear and in focus, and aren’t covered by shadows.

• Ensure all models have signed a release form that allows DPIE to use the image. This form may be found by searching for ‘model release’ on InSite, or by emailing: [email protected].

• The use of props should always be minimal.

Photography with people should be carefully art directed or selected to represent the local personality and reality of the environments.

People in photographs What to avoid


mailto:images%40environment.nsw.gov.au?subject=

PhotographyGuidance on image selection

• Large hero images should only use ‘the big picture’ or ‘immersive environment’ photography styles as these wider shots are better suited to larger formats.

• Detailed/close-up and textured images should never be used in the large hero image format as they become overbearing. Detailed/close-up images should only be used in secondary photography styles, such as the smaller circular spotlight or smaller rectangular image style.

• Only textured images should be used as graphic backgrounds (for example, to sit behind a text box).

• Avoid stock photography – we want our images to be as authentic as possible. For a large selection of images available to DPIE, visit: images.environment.nsw.gov.au or contact: [email protected]

• Images should be naturally vibrant and not oversaturated.

• Consider text and logo placement if the image is to be used as a title page for collateral.

• Ensure DPIE has the appropriate permission to use the image.

• DPIE can only commission and use drone photography and video footage that is taken/produced by a CASA (Civil Aviation Safety Authority) licenced operator.

• Please note that special consideration must be given to images of Aboriginal sites and people.

• The photographer must be credited. Please refer to the collateral section, from page 31 onwards to see examples of photo credits in documents and other applications.

• High resolution images (preferably in raw, high resolution tif or jpg files) should be provided to the image library: [email protected].

Recommended image sizes• Web format:

96dpi, jpg

• Print format: 300dpi, jpg or tif

• Large format (billboards / pull-up banners): 125dpi at actual size, jpg or tif





Tone of voice

EES writing style in publications• The EES writing style is direct and active.

• Speak with a confident, open and engaging tone.

• Minimise the number of words used to convey a message.

• Avoid passive voice where possible; for example: ‘Global warming is threatening coastal towns.’ (Active voice) ‘Coastal towns are being threatened by global warming.’ (Passive voice)

• Avoid long leading phrases – get to the point quickly. Instead of saying, ‘Following extensive consultation with stakeholders and liaison with industry, the agency came to the conclusion that…’, say ‘We consulted with the community and stakeholders and concluded that…’.

• Make clear statements and resist over-qualifying or repeating qualifiers (usually adjectives) that have been explained in previous text.

• Avoid jargon, internal administrative divisions and obscure or archaic language.

• Don’t assume that everyone knows about a particular program or immediately understands a program’s title.

• Avoid the overuse of acronyms. Acronyms are okay to use after the full name has been introduced, but it’s better if you can minimise them.

Please see the EES content style guide for more detailed information on writing for publications and for guidance on including publication details (imprint page): search for ‘EES style guide’ on InSite.

EES writing style in marketing and advertising communicationsUse the following guide for promotional and advertising materials, such as flyers, digital banners and pull-up banners.

• Main headline: Main headings are short and catchy, around 5-8 words. They are emotive and rousing:

- ‘Our future on the coast’ (emotive) rather than ‘Coastal management reforms’ (impersonal).

- ‘Saving an Aussie icon’ (emotive) or ‘Koalas in our backyard’ (emotive) rather than ‘Koala conservation in south eastern NSW’ (impersonal).

• Sub-heading: As the main headline is emotional and engaging, the sub-heading can be factual and informative, to balance the publication title:

- ‘Coastal management reforms’ (factual/informative) can be the subheading of a communications piece that has ‘Our future on the coast’ (emotive) as a main heading.

- It’s okay to have a slightly longer sub-heading to accurately describe the content of the communications piece.


Tone of voice

Things to consider when writing main content• What do you want people to do?

What is the main goal of the communication? What is it that you are enabling or asking people to do? Volunteer for bush regeneration? Reduce household water usage? Join a local citizen science community? Include a clear action. Be sure to limit the number of messages per communication.

• Why is it important? Why should people do what you are encouraging them to do? Explain what people can gain or what losses they can avoid by taking action. What are the social, financial and environmental benefits? The short and long-term benefits?

• What’s the call to action? A call to action is a question or statement that solicits a reaction from the audience. What should people do after they read your message? Should they call, email, visit a web page? Or should they simply take action? This is an extremely important part of any communications piece and should always be included in marketing and advertising communications.

Writing for webWriting web content is different from writing for print publications. EES website visitors are busy people who have a range of reasons for accessing our web content. They need to get things done, and quickly. They’re likely to skim-read content and skip or ignore large chunks of text to read faster, so we need to get our information across quickly and clearly without wasting their time. Web content should be:

• concise

• relevant

• easy to understand, written in plain English

• scannable, with headings and bullet lists to break up text

• accessible for people using screen readers and other assistive technologies.

For more information, please search for ‘writing on the web’ on InSite.

As a NSW Government agency, all DPIE communications for web and print need to adhere to a minimum AA accessibility standard (WCAG 2.0). For more information on how to make your communications accessible, please search for ‘accessibility’ on InSite.

For more information on the publishing process within EES, please search for ‘EES content’ on InSite or contact the content team: [email protected]


mailto:content.team%40environment.nsw.gov.au?subject=

CollateralSnapshot

A4 Publication - Highly Designed (InDesign)The highly designed template is created in Adobe InDesign and should be used by graphic designers only. This template allows for a highly customised final design and is ideal for professionally printed publications.

A4 Publication - Designed (Word)The designed Word template is easy to use, and is suited to publications that require imagery and a more designed approach, without the need for Adobe InDesign.

A4 Publication - Basic (Word)The basic Word template is suited to publications with a short turnaround time - it’s easy to use and does not include imagery or other design elements found in the designed (Word) and highly designed (InDesign) templates.

A4 Publication - Highly Designed (InDesign)

A4 Publication - Designed (Word) A4 Publication - Basic (Word)


CollateralA4 Publication - Highly Designed (InDesign)Cover and preliminary pages

The supplied template has all the type styles and objects locked in place to achieve this style. Don’t resize the image box, or change the point size of the heading. You will need to make sure the headings are brief to work with the style. The imprint may be included on the back cover or inside front cover.

One-column imprint: if preferred the imprint can be featured on the inside front cover with the contents page. The contents page shows the various heading levels you may need to use for detailed documents.

Two-column imprint: an alternate style option you may use if preferred. This option usually appears on the back cover of the document.

Cover Table of contentsImprint options


CollateralA4 Publication - Highly Designed (InDesign)Internal pages

A tall narrow image in the narrow column indicates the start of a new section, usually accompanied with each Heading 1 in the content.

We use circular spotlight images in the narrow column as a decorative element and break up the text content. They have no need for photo credits or captions below the photo. Figure captions are always located below the figure.

In some cases, figures can be placed in the narrow column. Donut infographics are perfect for this. Wide photos can be used to break up the text content.

Rectangular image treatment should be used in conjunction with captioning. Photo credits should be subtly listed within the caption.

Section opener Circular spotlight and a figure example Figures in the narrow column with a wide photo Rectangular images


CollateralA4 Publication - Highly Designed (InDesign)Pull out boxes

Pull out boxes are a great way to break up text content while also highlighting different parts of content. They can be customised to match the colour theme of your document. As our template uses the default Primary Blue/Bright Blue colour combination, we have included some pre-designed examples as seen on the right.

The boxes can also be placed in the wide or narrow column depending on how the content is flowed.

Pull out boxes within the wide column Pull out box within the narrow column Pull out box with a photo in the narrow column

Tinted pull out boxBackground: Bright Blue 30%Heading: Primary Blue 100%Subheading: Black 100%Body copy: Black 100%

Key line pull out boxBackground: White 100%Key line: Bright Blue 100%Heading: Primary Blue 100%Subheading: Bright Blue +40%KBody copy: Black 100%

Solid colour pull out boxBackground: Primary Blue 100%Heading: Bright Blue 50%Body copy: White 100%

Tinted pull out box in narrow columnBackground: Bright Blue 30%Heading: Primary Blue 100%Body copy: Black 100%


Narrow columnNarrow column Wide columnWide column

40mm

8.5mm

CollateralA4 Publication - Highly Designed (InDesign)Grid systemMargins15mm on all edges

Bleed5mm on all edges

Six column gridAllows us to use a wide and narrow column layout.

Our default layout uses a three-column style. The main text sits in the right wide column while the left narrow column may be used for images, spotlights, pull out boxes or infographics.

Washing lineSits at 40mm from the top of the page. It keeps all the content neatly structured from page to page.

FolioSits with their baseline from 8.5mm from bottom edge of page


CollateralA4 Publication - Designed (Word)Cover and preliminary pages

Our Word templates feature only a white cover option, with the images treated to be print friendly for in-house printing (i.e. no full bleed images).

The contents page shows the various heading levels you may need to use for detailed documents.

This page style may be used to lead into the content of the document with top line or introductory information.

Cover Imprint Table of contents Introduction page


CollateralA4 Publication - Designed (Word)Internal pages

The supplied template contains all the text formatting shown above. Pull out quotes and captions may appear in the left hand column, headings and body copy appear in the right hand column.

We use circular spotlight images in the narrow column as a decorative element and break up the text content. They have no need for photo credits or captions below the photo.

Table captions always located above the table.

Figure captions are always located below the figure.

Basic content layout with pull out boxes Spotlight image Tables with captions Figures with captions


CollateralA4 Publication - Basic (Word)

Our Word templates feature only a white cover option, with the images treated to be print friendly for in-house printing (i.e. no full bleed images).

The contents page shows the various heading levels you may need to use for detailed documents.

The supplied template contains all the text formatting shown above. Our basic template has no pull out boxes or spotlight images. The font is also defaulted to Arial instead of Gotham.

Cover Imprint Table of contents Introduction page


CollateralDL Flyer

The supplied template has all the type styles and objects locked in place to achieve this style. Don’t resize the image box, or change the point size of the heading. You will need to make sure the headings are brief to work with the new brand style. A brief imprint may be included on the back cover.

The inside spread features a single column style. Full width images, or images in circles may be used.

Inside spreadOutisde spread


CollateralPullup banners

Light option Dark optionOur pull-up banners feature the NSW Government logo placed on the top edge of the banner. The DPIE text treatment is placed top right and bottom aligned to the “NSW” of the logo. Our URL is placed in a white strip at the bottom. A short heading appears in white or black, with pull out text on an opaque light grey box. Don’t place any key information along the bottom edge, as visibility is often blocked at floor level.

Our templates include two sizes:

• 850x2000mm

• 995x2400mm

Both sizes include light and dark options. Light options use the NSW Government logo with white text for dark background images, while the dark option uses the full colour NSW Government logo within a white tab and black text.


CollateralHalf-page press advertisement

Our half-page press advertisement sample as shown here creates a simple and bold layout, where you may update the image and text content. Ensure headlines are brief and punchy. You may update with a custom URL call to action if required.

This is not included in our template suite, but you may contact Brand & Design to discuss your requirements and design: [email protected]

Note: all advertising must be booked via the Department of Customer Service: [email protected]



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ApplicationsPowerPoint

Our PowerPoint template has been carefully designed to feature brief information and images for a powerful on screen presentation.

Please ensure headings and body copy are kept succinct and to the point - small writing and long pages of text will not translate well for on screen presentations.

Presentations are available for download from InSite, in standard and widescreen formats.

Standard format

Wide format


ApplicationsDigital banners

Our digital banners have been created with a special black panel containing the NSW Government logo, DPIE text treatment and headline.

Our digital banners are designed to animate with a black bar coming down to cover the image, and allow all the key messages to appear in sequence.

All digital banners appearing on the EES site should use the ‘Roboto’ typeface for copy. All banners appearing externally should use ‘Gotham’.

Digital platforms are constantly updated and sizes may change. Check online for up to date digital ad sizes or contact the Brand & Design team: [email protected]

Skyscraper: 160x600px

Leaderboard: 728x90px

Medium Rectangle (MREC): 300x250px



ApplicationsSocial media: Facebook and Instagram

Facebook

Our Facebook images have been created using a modular system, to enable you to place the headline in a way that works best with your image.

The NSW Government logo remains locked in the top left hand corner, the text panel may shift around the layout as required. The DPIE text treatment sits above the heading.

Don’t resize the text panel in the template supplied as Facebook only allows 20% of the image area to be used for text, so changing the ratio could mean Facebook will remove the post.

Hashtags should be included in the main post copy, not the image.

The NSW Government logo should only appear on advertised paid posts. If the post is organic (non-paid for), the image shouldn’t include the logo.

InstagramOur Instagram image style is simple, bold and impactful. Ensure that the image featured is inspiring and high quality and well cropped.

The NSW Government logo should only appear on advertised posts. If the post is organic, the image shouldn’t include the logo.

Facebook

Instagram


21,271,704Land Use:

50%Government

30%Commercial

10%Recreational

9.5%Unspecified

InfographicsCharts

Bar chartLine chart Pie chart

Our charts use the bold colours to create a fresh and impactful style. We use a thin white keyline to break up the colours on doughnut charts to aid visual accessibility. Use only the accessible text colours for setting text. The full colour palette may be used for the other chart elements. Ensure an easy-to-read key is included below the chart.


Result 2

Flowchart example

Process 1

Process 2

Process 3

Result 3Result 1

InfographicsOther infographics


Table 1.1 Table caption is always above the table. This table is set up with its own EES Table Style. When setting up a table (Table > Insert table), please select ‘EES Table Style’ when choosing the number of rows/columns/header rows/etc. Ensure that no character style is selected. Even though the table has set styles, you can always check if you’re using the correct paragraph styles in the Tables styles group under Paragraph styles. If the last row of table is coloured white, please add a bottom DPIE Primary Blue 0.5pt stroke.

Notes: Am et ut maxim ex elluptatis eosam undae. Nem que lanissi omnis es eres in re dolupta quam re incipsamus ex eum reperem reium qui aut vercia cullabo reprovit. Ugiam, utae prorest pe dolupta commolu ptatur?

Table heading Table heading, 10/12pt, Bold, White

Table subheading, 10/12pt, Bold, Black

Table body Table body is 10/12pt, Book, Black





Table subheading, 11/13pt, Bold, Black







Name Description of location

Arragan Approximately 8 km north of Brooms Head; within Yuragir National Park

Bondi Approximately 7 km north of Tura Beach; within Bournda Nature Reserve

Bournda Approximately 6 km north of Tura Beach; within Bournda Nature Reserve

Brou Approximately 5 km south of Potato Point; partly within Eurobodalla National Park

Brunderee Approximately 2 km west of Potato Point

Durras Approximately 2 km west of North Durras

Season minimum Temperatures Maximum Temperatures Precipitation evaporation

Spring 2.0–3.0°C warmer 2.0–3.0°C warmer 5–20% increase 20–50% increase

Summer

2.0–3.0°C warmer in the east

1.5–2.0°C warmer in the west

1.0–1.5°C warmer

10–50% increase

10–20% increase

Autumn



1.5–2.0°C warmer

5–10% increase

5–20% increase

Winter



2.0–3.0°C warmer 5–20% decrease

10–20% increase in the north-east

0–10% decrease in the south-west

InfographicsTables


News and media

Energy

Water

Educational resources

Land and soil

Air

Chemical

Plants and animals

Hazardous materials and chemicals

Noise

Publications

Culture and heritage

Online (Contact)

Climate change

Recreation and national parks

Iconography

Icons can help our audience absorb and process information more efficiently. They are a clear and effective way of presenting key information in a simple image.

When using iconography:

All EES icons should be universal. This means they are highly recognisable and therefore accessible by many.

Our icons are monochromatic and simple.

All icons should be in line with the EES website icon style. Our icons on the EES website are from both standard icon sets available at: fontello.com and custom made sets available for download on the image library: images.environment.nsw.gov.au

Where custom icon development is required, they should follow in the same style.

If icons are to be used on any EES webpages, then only the css classes provided in the web style guide should be used.


http://fontello.com/


EES programs

Some EES programs have a unique visual identity. See page 5 for criteria for exemptions from NSW Government or EES branding.

Templates and guidelines can be downloaded from the image library: images.environment.nsw.gov.au

EES programs EES managed programs

Saving Our Species is one of EES programs with their own visual identity. It has its own brand guidelines which you should follow.

These are managed programs of EES which do not have their own visual identity, and use the EES template style to present their brand.

Beachwatch

BioNet

NSW Environmental Trust


http://images.environment.nsw.gov.au/

Managed programsA4 Brochure and DL Flyer

The images opposite show the template system used by EES managed programs.

EES managed program system is based on the EES visual identity with the addition of a colour coded strip to hold the managed program name.

The managed program strip uses the same dimensions as the A4 publication margins. The managed program name text treatment uses the same rules as the DPIE text treatment. See page 17 for details.

A4 Brochure

DL Flyer

The same rules apply as A4 publication InDesign. See page 32 for details

The same rules apply as DL Flyer InDesign. See page 39 for details


ProductionPrinting and paper recommendations

Before printing a publication consider if a hard copy is the best way to distribute your information. Would an online PDF or an HTML page (which is easier to find via Google) be a better option?

As an environmental organisation we must try to keep our printing to a minimum. If printing is required, be sure to put careful thought into the distribution and quantity required. Sometimes it is better to digitally print a smaller quantity more frequently, so that minor alterations can be made in future iterations, as opposed to a large print quantity that risks becoming redundant when there is a change to the content.

Look for a printer that can demonstrate their commitment to environmental responsibility by obtaining an environmental accreditation like ISO 14001, the Australian Printing Industries’ Sustainable Green Print level 3 (the best), 2 or 1 or a Advantage Award.

The minimum requirement would be to operate under an Environmental Management System (EMS). This includes the use of vegetable inks, waste management, volatile organic compounds emissions control, active water use reduction, carbon offsets, staff training in efficiency and sustainable stock use.

Work with your print professional: it is better to ask questions early in the project than have problems later.

When choosing a stock for your publication, use a paper that has a high level of recycled content and/or has FSC (Forest Stewardship Council) or PEFC (Program for Endorsement of Forest Certification) certification. FSC and PEFC are international, non-profit, non-governmental organisations that promote sustainable forest management through independent third-party certification.

Use stock that is best suited to your publication. For example, a full colour DL 6-page brochure would be best printed on a coated stock whereas a black and white scientific report would be most suited to an uncoated stock.

There are two major paper suppliers in NSW: Spicers Paper (www.spicers.com.au) and Ball & Doggett (www.ballanddoggett.com.au). Both have a range of sustainable stocks and can supply paper swatches and samples if required. All professional printers will keep a range of paper swatches.

For brand consistency, it is essential to produce all material in high print quality (300DPI images, CMYK). Do not print images with a quality lower than 150DPI.

Recommended paper weight:

• A4 brochure – 150/170gsm

• DL flyer – 150/170gsm

• A3 poster – 170/200gsm

For more information or advice on selecting printers and paper stock, please contact the brand team.


http://www.spicers.com.au

http://www.ballanddoggett.com.au

ProductionDoes it need to be printed?

As an environmental government agency, we are moving toward primarily publishing our content online. This not only helps the environment, but also saves your team time and budget and ensures your content is accessible and easy to find.

When it should go online When it may be printed

Is the information already online? If so, it might not be necessary to duplicate the information in print form.

Is your publication high profile or ministerial? Does it require a highly designed layout and glossy printed finish to enhance its credibility and authenticity?

Can your audience be directed to an existing web page for further information?

Does your publication have longevity? Print is permanent. Once your content is printed and distributed it isn’t able to be edited or updated unless you are willing to re-edit, re-design and re-print.

Are you talking to a lot of people who are dispersed geographically? It’s much easier to reach your entire audience online.

Does your message need to be seen and heard with something visual and real to give to people? For example, a flyer or pull-up banner at an event.

Is your content accessible to all your stakeholders?Do you need to directly distribute information to people, with something physical they can refer to during a conference or event?

Do you want your information to be found easily via a Google search? Web text is more visible than PDFs to search engines such as Google.

Do you have significant budget to allow for design work and printing?

Short on time? Online publications allow for tighter deadlines as the content can be published much quicker than it can be printed.

Do you have a longer timeline to allow for design and print production?

Low on budget? It’s a lot cheaper to upload content to the website as opposed to printing your publication.

Do you need to reach people in areas with poor internet connectivity?

Changes to your content or messaging? Online content is editable and easy to update.


Templates

Templates incorporating the EES visual identity are available to download from the image library:

images.environment.nsw.gov.au

Template Size File type

Publication - Highly Designed A4 InDesign

Publication (Designed) A4 Word

Publication (Basic) A4 Word

DL Flyer DL InDesign

Pullup Banner 850x2000mm InDesign

Pullup Banner 995x2400mm InDesign

A4 Certificate A4 InDesign

A4 Certificate - Fillable PDF A4 PDF

Science Division scientific conference poster A0 PowerPoint

Charts and graphs Custom Excel

PowerPoint Presentation 4:3 PowerPoint

PowerPoint Presentation 16:9 PowerPoint



Video guidelines

A comprehensive set of EES video guidelines are available for download from INSITE and the image library. Responsibility for video branding and design is managed by the Brand and Design team, in order that videos produced throughout the agency have a common brand and design approach.

At the briefing stage of video production, please contact the Brand and Design team to log your project. We will have an initial project planning discussion with you to determine whether the video production is branch managed or Brand and Design managed.

We advise on video production and standards, and for external videos we manage portal uploading, captions, and transcriptions.

Contact Brand & Design to discuss your requirements and design: [email protected]



Certificate

A4 CertificateAvailable as a fillable PDF and as an inDesign template.


Vehicle wraps

For information about vehicle wrapping and branding, contact the Brand and Design team: [email protected]



For all brand enquiries:[email protected]

For all image requests:[email protected]

Contacts




© 2021 State of NSW and Department of Planning, Industry and Environment

With the exception of photographs, the State of NSW and Department of Planning, Industry and Environment are pleased to allow this material to be reproduced in whole or in part for educational and non-commercial use, provided the meaning is unchanged and its source, publisher and authorship are acknowledged. Specific permission is required for the reproduction of photographs.

The Department of Planning, Industry and Environment (DPIE) has compiled this report in good faith, exercising all due care and attention. No representation is made about the accuracy, completeness or suitability of the information in this publication for any particular purpose. DPIE shall not be liable for any damage which may occur to any person or organisation taking action or not on the basis of this publication. Readers should seek appropriate advice when applying the information to their specific needs.

All content in this publication is owned by DPIE and is protected by Crown Copyright, unless credited otherwise. It is licensed under the Creative Commons Attribution 4.0 International (CC BY 4.0), subject to the exemptions contained in the licence. The legal code for the licence is available at Creative Commons.

DPIE asserts the right to be attributed as author of the original material in the following manner: © State of New South Wales and Department of Planning, Industry and Environment 2020.

Photography, front cover: John Spencer/DPIE

Published by: Environment, Energy and Science Department of Planning, Industry and Environment 4 Parramatta Square, 12 Darcy Street, Parramatta NSW 2150 Phone: +61 2 9995 5000 (switchboard) Phone: 1300 361 967 (Environment, Energy and Science enquiries) TTY users: phone 133 677, then ask for 1300 361 967 Speak and listen users: phone 1300 555 727, then ask for 1300361967

Email: [email protected] Website: www.environment.nsw.gov.au

Report pollution and environmental incidents Environment Line: 131 555 (NSW only) or [email protected] See also www.environment.nsw.gov.au

ISBN 978-1-922715-19-7

EES2021/0407

September 2021

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ees brand guidelines

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