Sub-brand

Overview

Represents an official agency or department of the Qld Government including all divisions and branches within that department.

Sub-brand website titles are created by locking up the the Queensland Government COA (and Wordmark on tablet/mobile) with the site name.

They’re the least flexible design and must use Queensland Government colours and can only use name identifiers.

Mandatory requirements

Sub-brand sites must use

Recommended

Design system default colours

If your sub-brand site is offering services for the general public such like renewing a drivers license, that benefits from a strong visual connection to the Qld Government, it is recommend that you use the default colours as this will mean your site will match qld.gov.au.

Flexible

Unique graphic devices and patterns can be used on sub-brand sites.

Examples of sub-brand

  • health.qld.gov.au
  • education.qld.gov.au
  • rdmw.qld.gov.au
  • qgso.qld.gov.au

Coat of Arms + Wordmark and site name guidelines

The guidelines below detail the placement of the Queensland Government Coat of Arms on sub-brand sites. It also details  what options sub-brand sites have for site names.

Desktop pattern

On desktop the COA has been used as the lock up with sub-brand site names because it allows for the best use of vertical and horizontal height in the header.

This lock up of the CoA and site name is only permissible on Government websites.

Example

On desktop, longer site names run over 2 lines.

Name identifier with words Department of smaller than the rest.

Mandatory requirements

  • Must use the stacked COA
  • Site names must be in Name identifier format
  • Site names must be no larger than 1.24 rem (20px)
  • Pattern must use Queensland Government colours
  • COA minimum height: is 3.5 rem (or 56px)
  • COA minimum vertical padding: 2 rem (24px)
  • COA minimum horizontal padding: 1.5rem (20px)

Tablet pattern

Sub-brands follow a similar layout on mobile and tablet to the master brand. The key difference is that the site name is positioned in a section below the COA + Wordmark. This still gives the COA + Wordmark precedence whilst keeping the site name clear and accessible.

Mandatory requirements

  • Must use the Queensland Government COA + Wordmark
  • Site names must be no larger than 1.25 rem (20px)
  • COA + Wordmark must be the only identifier in the top banner
  • White COA + Wordmark
  • Minimum height: 2.5 rem (40px)
  • Minimum vertical padding: 1 rem 16px)
  • Minimum horizontal padding: 1 rem (16px)

Mobile pattern

Sub-brands follow a similar layout on mobile and tablet to the master brand. The key difference is that the site name is positioned in a section below the COA + Wordmark. This still gives the COA + Wordmark precedence whilst keeping the site name clear and accessible..

On the mobile pattern, the site name text size is reduced for mobile and tablet displays from 1.25 rems to 1 rem.

Mandatory requirements

  • Must use the Queensland Government COA + Wordmark.
  • Site names must be no larger than 1 rem (16px)
  • COA + Wordmark must be the only identifier in the top banner
  • White COA + Wordmark
  • Minimum height: 1.75 rem (28px)
  • Minimum vertical padding: 2 rem (10px)
  • Minimum horizontal padding :1 rem (16px)

Placement

This COA (+ Wordmark on tablet/mobile) is the dominant identifier on the sub-brand site and is placed on the left of the header.

Example of sub-brand logo placement

Supporting resources

Marketing Matters

Last updated:   May 2026

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