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Aged Care Assessment Teams

Branding and Due Recognition Policy

Relevant policies for the Aged Care Assessment Program (ACAP) developed in consultation with the Commonwealth and State/Territory Governments.

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Introduction

In June 2003, the Australian Government agreed to two new initiatives to improve the public profile and recognition of the broad scope of government activities. The first of these relates to a uniform design for the branding of all Australian Government departments and agencies. The second initiative requires that there is due recognition of all activities funded or part-funded by the Australian Government.

Purpose

The purpose of this policy is to provide clear guidance on the appropriate use of Australian Government and state and territory government logos on publications, promotional and advertising materials in relation to the Aged Care Assessment Program (ACAP), and the requirements for due recognition of Australian Government funding contributions to the ACAP.

This policy document includes:

• explanation and application of the Australian Government Branding Guidelines, including multiple branding requirements and the occasions where branding is not required
• the requirements for acknowledgement of the Australian Government funding contribution to the program.

Application of the Australian Government Branding Guidelines to the Aged Care Assessment Program

For several years the Aged Care Assessment Team Or ‘Aged Care Assessment Service’ in Victoria. (ACAT) ‘tree’ logo has been used on publications designed by ACATs and Evaluation Units, but there has not been a clear ACAP branding policy with respect to use of the ACAT logo or appropriate government branding.

The impact of the Australian Government’s 2003 decision renders the ACAT ‘tree’ logo obsolete and should be withdrawn from use when future publications are designed and printed.

As the ACAP is jointly managed and funded, it is necessary to ensure that publications provided for the ACAP adhere to the appropriate Australian Government and state or territory government branding policies.

Multiple or dual branding on materials produced by state or territory governments

Where state or territory governments produce ACAP publications, promotional and advertising materials branded with the state or territory government logo, these materials also must be branded with the appropriate Australian Government branding design, applied in accordance with the Australian Government Design Guidelines. In these cases, it is important to ensure that the necessary prominence is accorded to Australian Government branding. As it incorporates the Commonwealth Coat of Arms, this branding should always have prominence over and above other logos.

Incorporating the Design in program promotional material indicates ownership, authorship and/or endorsement, as would the use of state or territory government logos. It is therefore important that the materials are cleared by the relevant state or territory government and by the department.

The application of Australian Government branding should be managed by state and territory offices of the department.

Materials produced by Aged Care Assessment Teams

Some ACATs design and distribute materials at the local level, about their service, which may not have been vetted by either DoHA or state or territory governments for editorial content or design conformity. The mandatory vetting of such information would add an additional burden on both levels of government and ACATs.

In these instances, it is more appropriate to include due recognition of Australian Government and state or territory government funding contributions rather than the application of branding. However, where ACATs include the state or territory government logo, branding with an Australian Government design is appropriate as detailed above.

Exceptions

Australian Government branding should not be used on letters or other correspondence produced in the usual course of managing the ACAP. Therefore, both ACAT or state or territory government letterheads and other stationery do not require additional branding.

Due Recognition of Funding Contributions

The requirement for due recognition seeks to ensure appropriate public acknowledgement of Australian Government provided funding. By acknowledging the funding, the Australian community is being appropriately informed about how public funding is being spent.

It is a requirement that there is due recognition of all activities funded or part funded by the Australian Government, and that due recognition of Australian Government funding contributions be required and enforced in all funding agreements entered into by the Australian Government.

As reflected in the ACAP funding agreement, Australian Government funding for the program must be acknowledged in all publications, promotional and advertising materials, public announcements and activities in relation to the ACAP using either of the following acknowledgements:

Aged Care Assessment Program [or ACAP] is jointly funded by the Australian Government and the [insert name of state or territory government].

ACAP is an initiative of the Australian Government and is jointly funded by the Australian Government and the [insert name of state or territory government].