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Visual style guide 
FEBRUARY 2022
acma.gov.au
Contents
Introduction 1
Our visual style 
2
Defining our style 
3
Our brandmark 
4
The ACMA brandmark 
5
Versions of the brandmark 
6
Using the brandmark 
8
Brandmark lock-ups 
10
Our brand colours 
12
Brand colours 
13
Our typography 
14
Typefaces 15
Our icons and images 
16
Icons 17
Images 18
 
 
iii
Introduction
This guide sets out how our content should look. 
It helps us maintain a consistent visual style across all of our content, including:
 
> the ACMA website
 
> external reports and publications (for example, annual reports, consultation papers, research reports)
 
> marketing materials and advertisements
 
> presentations
 
> social media posts.
Information and advice
For more information and advice about our visual style, get in touch with the Editorial Services team.
 
 
1
Our visual style
 2
ACMA visual style guide
Defining our style
Our visual style helps us to communicate clearly and effectively with consumers, industry and  
other stakeholders. 
Our style is:
 
> clean, clear and simple
 
> professional and trustworthy
 
> engaging and contemporary but not faddish.
Visual style principles
Put the user first
Our visual content puts our users first. It: 
 
> helps our users to understand what we're telling them
 
> does not confuse anyone or give them the wrong message
 
> engages our users and encourages them to find out more
 
> is tailored to the audience, medium and message. 
Embrace usability
Our visual content is easy to use. It uses these key elements: 
 
> visual tools like icons to signpost and simplify information
 
> white space to de-clutter and make text easier to read
 
> colour to highlight key information
 
> images to engage users 
 
> clear typography and plain English to help guide our users.
Be universial, accessible and enduring
Our visual content: 
 
> is accessible to everyone
 
> represents our broad and diverse audiences.
 
Our visual style
3
Our brandmark
The ACMA brandmark
vertical 
icon
separator
wordmark
Commonwealth 
Coat of Arms
The ACMA brandmark is made up of four distinct but essential parts:
 
> co-branding with the Commonwealth Coat of Arms, which endorses us as an  
Australian Government authority
 
> the vertical separator
 
> the icon
 
> the wordmark 'acma'.
The agency name
The agency name clearly defines us as the Australian Communications and Media Authority. 
Wherever possible, the agency name must be displayed when using the brandmark.
    
 
Our brandmark
5
Versions of the brandmark
There are three variations of the name and brandmark that can be used.
Separate brandmark and agency name 
Where there is enough space, the brandmark and agency name can be separated.
Name to the side
Where space is limited, the version with the agency name to the side may be used.
   
Name underneath
This version can be used when there is not enough space to display the agency name separately or to 
the side.
   
 6
ACMA visual style guide
Mono and reverse versions
Mono
The mono brandmark is used for mono (one-colour) printing. It must only be used at 100% black,  
or white.
   
          
Reverse
The reverse version of the brandmark is used on dark backgrounds.
   
 
Our brandmark
7
Using the brandmark
Commonwealth Coat of Arms
The ACMA brandmark must always be co-branded with the Commonwealth Coat of Arms.
Colour
The colours in the Commonwealth Coat of Arms, vertical separator, icon and wordmark should  
never be altered.
When the brandmark is placed over a dark background, the Commonwealth Coat of Arms, wordmark 
and name in full should be white in order to maintain legibility. 
Wherever possible, the icon should be kept in full colour.
Background
The brandmark must always be displayed on a solid colour background. Wherever possible, use white, 
light grey or dark grey background colours.
Examples of correct background usage
 8
ACMA visual style guide
Clear space
Clear space, at least equal to the width of the 'a' in the wordmark, should be left around the  
entire brandmark.
Sizing and scale
The brandmark must be sized so that all wording is legible.
The brandmark must be resized and rescaled proportionally. Individual elements of the brandmark must 
not be resized separately.
The icon
The icon must not be used separately.
 
Our brandmark
9
Brandmark lock-ups
Additional elements applied to the ACMA brandmark must be created as a lock-up – that is, added to the 
end of the brandmark and adhering to the guidelines below.
When to create a lock-up
Lock-ups should only be used for ACMA sub-brands or services managed by the ACMA. Use of the 
ACMA brandmark, and creation of lock-ups, is strictly controlled by the ACMA's Editorial Services team.
Mandatory elements
All lock-ups must include the following elements. These elements must not be re-proportioned, moved or 
altered in any way: 
vertical 
icon
vertical 
separator
separator
wordmark
Commonwealth 
Coat of Arms
Position and size of the added branding
The addition to the brandmark must be placed so that there is equidistant spacing either side of the 
vertical separator.
The height of the addition must not extend above or below the height of the separator, excepting 
typographical descenders (that is, the lowercase letters 'g', 'j', 'p', 'q' or 'y'). The width of the addition is 
not constrained.
 
vertical 
vertical 
separator
separator
 10
ACMA visual style guide
Separation of the added branding
The addition to the brandmark can be separated from the lock-up. However, the addition must always 
appear in conjunction with the ACMA brandmark. 
It must not be used alongside only the Commonwealth Coat of Arms, or only the ACMA icon and 
wordmark (if used, both must be present). 
Colour
The ACMA brand colours must be used for additions to the brandmark (see p. 13). Any proposed use of 
colours outside of the ACMA brand colours must be approved by Editorial Services. 
The existing colours of the ACMA brandmark must not be changed. 
The mono version of the ACMA brandmark can be used to create a lock-up (see p. 7).
Typography
Helvetica Neue LT Std must be used for lock-up wordmarks. Any proposed use of other typefaces must 
be approved by Editorial Services. 
Example – Do Not Call Register
The following is a current example of an ACMA lock-up:
Example of how the additional branding can be separated:
 
Our brandmark
11
Our brand colours
 12
ACMA visual style guide
Brand colours
The ACMA palette consists of core and secondary colours. They can be used on their own or in any 
combination.
Core colours
These core colours are used across all ACMA content: 
Blue
Purple 
Teal
Grey
Light grey
C:80 M:70 Y:5 K:30
C:23 M:69 Y:0 K:44
C:80 M:16 Y:38 K:0
C:0 M:0 Y:0 K:85
C:0 M:0 Y:0 K:8
R:57 G:69 B:124
R:124 G:66 B:111
R:0 G:160 B:164
R:77 G:77 B:79
R:234 G:234 B:232
Secondary colours
These secondary colours and tints provide vibrancy or subtlety when lighter colours 
are required. They can be used alongside any of the core colours, or on their own where necessary.
20%
40%
60%
100%
C:80 M:60 Y:0 K:0
C:13 M:71 Y:0 K:24
C:71 M:0 Y:30 K:0
R:67 G:106 B:179
R:170 G:85 B:137
R:30 G:188 B:190
ACMA website colours
These HEX colours are used for the ACMA website visual design. 
00A0A3
00BEC0
B9E2E1
E9E9E9
4C4C4F
 
Our brand colours
13
Our typography
 14
ACMA visual style guide
Typefaces
Documents and presentations
Arial is used in all ACMA Word documents, reports and papers, and Powerpoint presentations.
Arial bold (headings)
Arial (body text)
Publications and printed materials
Helvetica Neue LT Std is used in all ACMA publications that require professional layout, and all  
printed materials.
Helvetica Neue LT Std 85 Heavy (headings)
Helvetica Neue LT Std 75 Bold (subheadings)
Helvetica Neue LT Std 65 Medium (bold body text)
Helvetica Neue LT Std 45 Light (body text)
Helvetica Neue LT Std 45 Light Italic (italicised body text)
ACMA website and social media content
Montserrat and Fira Sans are used for all content on the ACMA website and visual content for ACMA social 
media channels.
Montserrat is used for headings on webpages, graphics and interactive reports.
Montserrat Bold (all headings)
Montserrat Light (graphics only)
Fira Sans is used for body text on webpages, graphics, graphs and interactive reports.
Fira Sans light (body text)
Fira Sans bold (body bold text)
Fira Sans bold (hyperlink)
 
Our typography
15
Our icons and images
 16
ACMA visual style guide
Icons
Using icons
Icons can be used to:
 
> to focus the user's attention
 
> to signpost information
 
> to reduce the repetition of words.
Icons should not be used unless they aid meaning or navigation.
Icon style
'Outline' style icons are used for all ACMA content. The lines of the icon are visible and the inside of the 
icon is transparent. 
       
       
      
      
Icon colour
For the ACMA website
Teal icons are used on the ACMA website. 
For other ACMA content
In all other ACMA content, icons can use any brand colour or secondary tone.
 
Our icons and images
17






Images
Using images
Images are used only when there is a genuine need—our visual style uses clean design and white space 
to make content clear and easy to navigate. 
Image style
Images must:
 
> be realistic and contemporary (not clichéd, obviously posed or dated) 
 
> show real-life moments and expressions when showing people
 
> be of high quality and resolution
 
> be photographic (with no added type or graphics)
 
> represent the diversity of all Australians.
Sample images
Recommended
Not recommended
 18
ACMA visual style guide

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