Queensland Government brand guidelines
Queensland Government integrates brand architecture guidelines and a solar system tiering framework into its digital design system.
Freedam's take — I love seeing public sector design systems tackle complex brand governance with clarity, and the Queensland Government does just that. Embedded within their wider digital design system, their brand requirements introduce an accessible mental model to untangle multi-tiered public entities. Using a solar system metaphor, they categorize touchpoints into master brands, sub-brands, co-brands, endorsed brands, and stand-alone entities. It is a thoughtful way to help government creators immediately know what planet their website belongs on, connecting high-level architecture directly with UI components and templates.
Details
- Type
- Guidelines
- Access
- Public
- Source
- designsystem.qld.gov.au
- Industry
- Public sector
- Capabilities
- Guidelines, Search, Templates
- Tags
- government, design system, brand architecture, australia, guidelines
- Added
- Last checked
What I noticed
- The brand documentation is integrated directly into the Queensland Government Design System alongside core styles, components, and patterns.1234
- Brand architecture is structured across tiers including Master brand, Sub-brand, Co-brand, Endorsed, and Stand alone.56789
- The site uses a 'Solar system' metaphor with practical questions like 'How do I know what planet my website should be on?' to guide users through brand placement.1011
- The guidelines include specific placement rules for the Queensland Government Coat of Arms on endorsed digital properties.12
Numbers refer to the screenshots above.
What I could not see
- Could not access the contents of downloadable brand assets or vector logos.
- Could not view live templates as the section displays a coming soon notice.
Ideas to borrow
- Framing brand tiers using an intuitive solar system metaphor makes complex enterprise or government brand architecture easier for non-designers to understand.
Reviewed on 18 September 2026. Request a correction · I built this
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