Module 6: Checkpoint 7—Branding and writing styles

Conformance: Mandatory


Non-HTML documents must:

  • conform to the Queensland Government Corporate Identity and specific agency branding.
  • follow the writing styles of Commonwealth editorial style manual and specific agency style guides.

Exceptions to this include:

  • Where the document has written by an organisation external to the Queensland Government and uses that organisation's branding or corporate identity.

Benefits of conformance

  • Increased trust and credibility due to quality of information.
  • Decreased cognitive load for users – information easy to understand.
  • Improved user experience.

Risks of non-conformance

  • Decreased trust and credibility of information.
  • Increased cognitive load on users – information difficult to understand and process.
  • Possible complaints against the Queensland Government.
  • Decreased user experience.

Implementation advice


The Queensland Government recognises the need to present a customer-focused view of information through whole-of-government standards for information presentation.


Just as the Consistent User Experience Standard controls the consistency of Queensland Government websites, the Corporate Identity ensures consistent styles, visual elements, branding and graphic treatment of non-HTML documents. It allows all Queensland Government information to be readily identifiable, and is suitable for use in all print and digital environments.


Presenting information consistently is fundamental to all good writing and publishing; maintaining consistency in writing styles allows users to focus on the content.