State Brand FAQ

Have a Question?

Brand South Australia is proud to be the custodian of the State Brand.

See below our Frequently Asked Questions and other important information to help with your application. If you require more information about the State Brand, contact our team or call 08 8211 8111 to discuss your eligibility.

How long does it take to register?

It takes no longer than 5-10 minutes to register. To streamline this process, have all of your organisation details ready such as who your main contact person is, ABN, website, organisation description, and how you will use the State Brand.

How long until my application is reviewed?

Brand South Australia will be in touch within 2 working days confirming your approval, advising required changes or your inability to use the brand.

How do I know if I'm approved?

Once you have been approved, your nominated contact will receive an email with a link to download the State Brand Assets.

Can I use the brandmark on product packaging?

Yes, you can use the brandmark on packaging and labelling, however it is not a Certification Trademark, nor is it a “Place Of Origin” brandmark. It is not to be deployed as a “credence claim”. As the Registrant, you are responsible for ensuring your own compliance with the Competition and Consumer Act (2010) – Schedule 2 – The Australian Consumer Law. Brand South Australia will not be held responsible for any breach of the Competition and Consumer Act by a Registrant. Registrants are advised to seek independent legal advice in order to ensure compliance.

Should I hyperlink the brandmark to Brand South Australia

You do not need to hyperlink to the Brand South Australia website. The State Brand is a visual identifier designed to convey the amalgamation of positive perceptions, thoughts and feelings that customers hold about South Australia.

What is a real relationship with the State?

If your business or other headquarters are located in South Australia, or more than 30% of your business operations are in South Australia, or more than half of the inputs, ingredients or components of you product(s) or service(s) come from South Australia, or you can demonstrate to us a substantial relationship with the state of South Australia. N.B. Determination of whether or not you meet at least one of the criteria, will be at the discretion of the Licensor. Please be reminded that the State Brand brandmark for South Australia is a “Place Brand”.

As a place brand, it is a visual identifier designed to convey the amalgamation of positive perceptions, thoughts and feelings that customers hold about South Australia. It is designed to trigger a consistent and growing “story” of positive perceptions, thoughts and feelings of South Australia as a Creative, Innovative and Industrious place, and a fantastic place to live in, work in, play in, migrate to, study in, visit, consume the products and services from, import from, engage with and do business in. As a Place Brand, the brandmark is a visual identity to show who we are, where we are and what we offer. It’s about being synonymous with South Australia. It’s about distinguishing ourselves from other States. It’s about representing us all.

It is not a Certification Trademark, nor is it a “Place Of Origin” brandmark. Accordingly it is neither designed nor intended to be used as a Certification Trademark, nor is it designed or intended to be used as a Place Of Origin brandmark. It is not to be deployed as a “credence claim”. As the Registrant, you are responsible for ensuring your own compliance with the Competition and Consumer Act (2010) – Schedule 2 – The Australian Consumer Law. Brand South Australia will not be held responsible for any breach of the Competition and Consumer Act by a Registrant. Registrants are advised to seek independent legal advice in order to ensure compliance.

How will I access the State Brand and Guidelines?

Once you have been approved to use the State Brand, you will receive email confirmation including a link to access the Brand Assets, download variations of the brandmark and the Brand Guidelines. The Brand Guidelines are also available to download at the bottom of this page.

Why do I need to follow the Brand Guidelines?

The Brand Guidelines outline the entire design system that has been created to deliver a consistently excellent image of South Australia to the world. They demonstrate the enormous flexibility of the brand, and include simple principles to follow.

How do I submit artwork for approval?

Create mockups of how you will be using the State Brand on your marketing material and submit these examples to our Marketing Team for approval. We aim to approve mock ups within two working days. If you require urgent approval please phone Brand South Australia on 08 8211 8111.

Do I have to submit my artwork everytime?

If you are using the brandmark in the same way (same colour on same background), you won’t need to send through any further examples of how you use it. However if you would like advice or assistance the Marketing Team is most happy to provide this support.

How can I create my own logo incorporating the brandmark?

You can submit your own adaptation of the brandmark for approval. The Marketing Team is also happy to assist you with adapting the State Brand or other brand elements to your needs.

What if my application has been rejected?

If your application was rejected, we have determined that you don’t have a real relationship with the State (see FAQ for details). If you would like further detail or to discuss, then call the Marketing Team on 08 8211 8111.

Why do I need to agree with the License Terms and Conditions for Brand Usage?

This is your commitment to use the Brand as it is intended, for the positive promotion of South Australia, and in line with the Brand Guidelines, remembering that the brand is owned by the Crown in Right of the State of South Australia.

Do I need to fill out all the form fields?

Some of the fields are mandatory, including your name and organisation, an overview of your business, ABN, how you will use the Brandmark, website (if you have one). If you have selected that you have a “substantial relationship” with the State you will need to provide an overview of this.

Who can I contact for more information?

If you require more information about State Brand Registration, please contact our Marketing Team or call 08 8211 8111 to discuss your eligibility.