S2. Visual Identity & Branding
Consistency in how we present our service
“A brand is no longer what we tell consumers it is — it is what consumers tell each other it is.” — Gary Vaynerchuk
Policy Purpose
The purpose of this policy is to provide guidance on the correct use of organisational logos in communication and documentation. It ensures consistency, protects brand integrity, and makes clear distinctions between internal corporate identity and family-facing services.
Policy Statement
All branding and visual identity must align with △△D’s values and service standards. Logos are used to represent the service transparently and consistently, ensuring families, funders, and community partners can clearly distinguish between △△D, Trust Children, and ReadyStepGrow.
Policy Details
△△D Pty Ltd
Used for:
- Internal communication, governance, contracts, policies, procedures, financial and corporate documents.
Not used for:
- Family-facing materials, therapy plans, reports, or external communication.
Trust Children
Used for:
- Family-facing services, therapy plans, family communication, reports, and community presentations relating to therapy services.
Not used for:
- ReadyStepGrow program communication or in purely internal governance documentation.
ReadyStepGrow
Used for:
- Family-facing services, resources, and reports specifically relating to the ReadyStepGrow program.
Not used for:
- General Trust Children communications or internal △△D documentation.
Placement and Presentation
- Staff must always use the official logo files provided (no alterations to colour, proportions, or wording).
- Logos must remain clear and legible. Staff must not overlay text, crop designs, or change colours.
- The △△D logo may appear on the cover page or footer of internal manuals or governance documents, but not on family-facing resources.
Accountability
- All staff are responsible for applying this policy in their daily work and ensuring that logos and branding are used consistently.
- Supervisors are responsible for providing feedback and ensuring that branding standards are upheld across documents and communications.
- Accountability is shared across the team — through reflection and support we maintain a consistent, professional, and values-aligned visual identity.
How to Raise a Concern
If staff identify branding that is inconsistent with this policy (e.g., incorrect logos, altered colours, or logos used in the wrong context), they must:
- Raise the concern directly with the staff member who prepared the material, where appropriate.
- If unresolved, escalate to their supervisor.
- If needed, escalate to the Clinical Director or administrative lead for correction.
- Document repeated issues or risks to brand integrity in service records and raise at the next leadership meeting.
Related Policies and How They Connect
- Communication Standards Policy – ensures clear and values-led external communication.
- Clinical Documentation Policy – ensures therapy plans and reports use the correct service identity.
- Governance & Quality Policy – outlines how branding standards are monitored, reviewed, and continuously improved.
Document Control: v1.1 · Created: Aug 2025 · Updated: Sep 2025 (reformatted into Markdown; clarified usage by service arm) · Review: Annual (Jan 2026) · Owner: △△D Pty Ltd
