Brand Architecture and Policy

Background

The Burnet brand is owned by all of us. The brand communicates our values and shapes how we want to be perceived in the community. The Burnet Institute brand includes a visual representation of our core brand strategy: reach for the many™. This identity ultimately delivers a clear and consistent external face for the vision we all share – a more equitable world through better health.

Purpose

The purpose of the Burnet Brand Policy is to:

• protect and enhance the Institute’s reputation by establishing and promoting clear, consistent and appropriate use of the Burnet brand
• ensure Burnet staff and students understand and abide by the policy
• ensure authorised third parties are aware of and comply with the policy
• provide a brand architecture framework for the development, management and application of sub-brands to ensure strategic alignment across all brand expressions
• provide a central and clear policy to staff and students of their obligations with respect to the Burnet brand and sub-brands.

Scope

The policy covers all Burnet employees in the course of their work and persons representing Burnet, which includes: 

• all Burnet employees, including managers and supervisors; full-time, part-time or casual, temporary or permanent staff; job candidates; student placements
• contractors, sub-contractors; suppliers and volunteers
• Burnet honorary staff and associates
• overseas partner organisations (where Burnet staff are placed)
• domestic partner organisations
• any person representing the organisation at Burnet’s request.

Definitions

Burnet brand

For the purposes of this policy the Burnet name, logo (consisting of the symbol, wordmark and tagline) and associated visual representations of Burnet’s corporate identity are referred to as the Burnet brand. Components of Burnet’s brand include identity design (such as the Burnet logo and typography), communication design (such as advertising, brochures and digital communication), physical design (such as signage) and product design (such as merchandise).

Burnet Brand Guidelines

This refers to Burnet’s set of guidelines designed to assist in the development of corporate communications and other visual branding materials.

Brand architecture

Refers to the organisational structure of Burnet’s parent brand and sub-brands. It defines how the different brands within Burnet relate to each other and to the parent brand.

Brand/logo

In the context of Burnet, a brand refers to the visual identity of a program, official initiative or commercial product. It is everything that makes it unique, such as its name, logo and colours. A logo is a special symbol or design that represents the brand.

Generative AI (Gen AI)

Generative AI (Gen AI) is a type of Artificial Intelligence that uses machine learning models, accessible via a web browser or a software application, to generate new content such as text, images, music, video, and audio, in response to a user’s prompt or request.

Policy statement/overview

The Marketing and Communication team manages the use of the Burnet brand. The Burnet Brand Guidelines are the official reference source for the brand, and it is maintained by the Marketing and Communication team with authorisation by the Chief of Public Affairs.

Principles

Use of the Burnet brand

• The Burnet brand is the official identity of Burnet Institute and must not be modified, manipulated or misrepresented in any way.
• Any external and internal requests to use or publish the Burnet brand must be approved by the Marketing and Communication team.
• Any co-branded applications of the Burnet brand must align with the framework outlined in the Burnet Brand Guidelines and be approved by the Marketing and Communication team.
• Any issues related to the use of the Burnet brand must be addressed by the Marketing and Communication team and the Chief of Public Affairs.
• The Burnet brand must only be used in an official capacity to represent the Institute as outlined in this policy and Burnet Brand Guidelines.
• The Burnet brand must not be used to setup personal or organisational social media profiles, or commercial products or services without the knowledge and written approval of the Marketing and Communication team and the Chief of Public Affairs.

Burnet brand architecture framework

Burnet uses a hybrid brand architecture which supports unified brand recognition while ensuring strategic flexibility.

Four types of sub-brand are defined under the parent brand:

Aligned sub-brands

These are cross-disciplinary/flagship initiatives that are approved by the executive and are strategically aligned and adopt a clear visual link to the parent brand.

Examples: EC Australia, Healthy Mothers Healthy Babies, and Know-C19.

Aligned sub-brands guidelines

The initiative supports the core Burnet vision and purpose and is targeted at current Burnet audiences.

• Sub-brand presentation needs to link to the Burnet parent brand.
• Must use the current Burnet colour palette and typography.
• Messaging is fully aligned with the Burnet vision and purpose, and tone of voice.

Partner/collaborator sub-brands

These are long-term programs or projects that represent a relationship between Burnet and partners/collaborators and may share audiences or markets. 

Examples: STRIVE-PNG, NatNat, PAVE, ACCESS

Partner/collaborator sub-brands guidelines

The program or project is driven by collaboration with equal ownership and the Burnet brand alone is not appropriate to represent all partners.

• May use a unique program or project name, but must include the Burnet logo.
• Partner/collaborator sub-brands can have an independent visual identity, but the Burnet logo must be included on all communications where practicable, such as at the end of project reports, slides, or on the back cover of publications.
• Messaging should reflect shared purpose and acknowledge the partnership.

Commercial sub-brands

These are commercial products or offerings targeting specific audiences or markets. By agreement of the Executive Committee, they may in future become independent of the Burnet parent brand and designed to be distinct, address a specific ‘non-traditional’ target audience, and may be positioned for licensing or sale.

This classification may include projects under commercial funding.

Examples: Burnext, Stellabody®, BDI and EXPAND-C.

Commercial sub-brands guidelines

To target new commercial markets, unique audiences, or in ventures that may operate independently or be licensed or sold in future

• Can have a unique name unrelated to the Burnet brand.
• Can use distinct logos, fonts, colours, and a subtle link to the parent brand (e.g. ‘a Burnet initiative’) included on all communications where practicable, such as brochures, trial recruitment materials or on the back cover of publications.
• May be tailored to audience needs and commercial positioning.

It is recommended these products or offerings have a link to the parent brand, which will benefit the work during the initial phase of work.

Branded projects (no standalone logo)

These are projects led by Burnet that do not require their own visual identity. They are connected to the Burnet parent brand including the logo, fonts and visual assets to maintain brand integrity and consistency.

Branded project guidelines

To be applied where the project is temporary (e.g. for a pilot program), it serves the Burnet vision, purposes and strategic objectives, and/or the audience already understands the work or research as coming from Burnet.

• No standalone logo is permitted.
• Project names can be used as headlines or titles in the Burnet brand font (i.e. Degular Display) but must not be treated or stylised as logos.
• Must use the Burnet brand logo, colour palette, fonts, branded templates and other visual assets to maintain brand consistency.
• Messaging is fully aligned with the Burnet vision and purpose, and tone of voice.

Sub-brand development decision tree

A decision tree has been developed to help evaluate the sub-brand type for a new project, initiative or commercial offering. It must align with the below criteria to qualify for a sub-brand type. When in doubt, utilise the branded projects approach to maintain brand integrity and consistency.

Sub-brand development process

• Any new program, project, official flagship initiative or commercial product must be evaluated against the brand architecture framework and decision tree criteria to qualify for a sub-brand type.
• The new sub-brand must have in principal approval from the Executive Committee before Marketing and Communication is be engaged to review, clarify and determine the need for the development of a sub-brand, and ensure it aligns with Burnet’s brand values, vision, purpose or corporate objectives.
• Marketing and Communication will provide recommendations on the appropriateness of the new sub-brand along with an outline of time, resources and budget required to implement to assist in the development of an executive paper for presentation to the executive committee for feedback and endorsement.
• Following endorsement of the sub-brand by the Executive Committee, Marketing and Communication to assist with developing a branding/logo brief and provide recommended suppliers who can meet our brand, design and accessibility standards.
• Marketing and Communication, the Chief of Public Affairs and Executive Committee must review and approve the new sub-brand/logo throughout the brand development process and before publishing.

Accessibility

As part of any brand or sub-brand development, accessibility must be considered from the outset, such as colour contrast, typography and minimum sizes.

Use of Gen AI

Use of Gen AI is not to be used to create logos/brands as it may result in intellectual property concerns due to the system manipulating, transforming or reproducing material for which a third party owns copyright or may impact the filing of institute IP through the input of confidential information into GenAI tools.

Internal brands/logos

Brands/logos for internal activities, funding schemes, programs or projects should not be created as they have a significant impact on time, resources and workplace culture that results from having a multitude of competing visual identities. These can be managed through collateral such as slide templates.

Trademark and copyright

Where it is determined a sub-brand is unique in market and Burnet intellectual property and commercial interests must be protected, ensure the name, logo, and other visual identity assets are legally protected and do not infringe on existing trademarks.

For more information, please contact the Commercialisation and Research Translation (CRT) team.

Legacy sub-brand review process

Legacy Burnet sub-brands are existing brands/logos created prior to the implementation of this policy. They will be evaluated against the brand architecture framework. Decisions will be based on strategic alignment, target audience and operational relevance, and include:

• a regular brand audit to identify and evaluate legacy sub-brands
• assessment against the brand architecture framework and decision tree
• outcomes for sub-brands will be one of the following:
  - Retained and realigned with one of the 4 brand types to meet the current guidelines.
  - Retired if redundant (e.g. have not been in use for 12+ months) and phased out across communications and channels.
  - Repositioned to align with the Burnet brand.
  - Approved for independent continuation due to legal (e.g. trademarking), commercial or partnership reasons, subject to approval by the Chief of Public Affairs and Executive Committee.

Non-compliance

Marketing and Communications will support compliance with this policy. Non-compliance may result in a range of issues, including damage to relationships with domestic or international partners, reputational damage, or impacts to our overall market position.

Rectification

If the material is found to be non-compliant and needs to be reprinted or revised to comply with the Burnet Brand Guidelines and Brand Policy at the discretion of the Chief of Public Affairs, the creator or contractor may be held responsible for covering these costs, including expenses related to graphic design, distribution, and potential delays to delivery deadlines.

Termination of contracts/agreements

In cases of serious breaches, or where a third party (such as a design supplier) has knowingly and wilfully modified or misrepresented the Burnet brand, Burnet may terminate their contract or agreement and removed from the Burnet endorsed supplier list.

Legal consequences

Depending on the severity of the breach, there could be reputational risk and legal repercussions, such as claims for damages if the breach violates any contractual agreements or intellectual property rights.

Responsibility for implementation

• All Burnet employees and representatives have a responsibility to familiarise themselves with and comply with this policy.
• Executive Committee is responsible for the endorsement of this policy.
• Chief of Public Affairs is responsible for the application of this policy.
• Marketing and Communication is responsible for implementing and maintaining the Burnet Brand policy.
• Working group/discipline heads are responsible for promoting awareness of this policy and providing information to people they manage and project partners.

Related Policies/ Procedures/Guidance

• Burnet Brand Guidelines
• Social Media Policy
• Disability Inclusion Policy
• Responsible use of generative AI policy

Policy updates

This policy will be reviewed and updated annually.

For more information regarding the Brand Policy or for additional support, please contact the Marketing and Communications team.