Identity
One federal brand, many faces
The federal brand architecture starts from a single principle: whenever a citizen interacts with a federal institution — through a letter, a website, a recruitment page, or an event — it should be immediately clear that this is the federal government.
This brand does not replace the institution. It is a shared signature that strengthens it. The FPS Justice remains the FPS Justice. Defence remains Defence. But both speak through a shared, recognisable visual language that expresses the coherence of the federal administration.
Three integration levels
Not every institution integrates in the same way. The specifications provide for three levels:
- Brand ambassadors — institutions that fully adopt the identity and serve as an example for others.
- Flexible integration — institutions with already established brand characteristics, integrated in a hybrid manner.
- Affiliation kit — institutions that retain their own identity, with only a federal signature signalling the affiliation.
In this system, this is not just a policy choice: each level has its own technical implementation as an overlay on the tokens source. An institution overrides only what it needs and automatically inherits all common rules.
One source, many outputs
Every rule you read in this charter — a hex code, a typographic scale, a logo clear-space — lives as data in a Git repository. The same data generates this site, the PDF brandbook, the Word and PowerPoint templates, and the CSS tokens of the digital design system. A single change automatically propagates to all media.
This approach has three benefits at federal scale:
- Traceability — each change is a commit, each release a tag. For auditable government communication, this is a fundamental governance advantage.
- Speed — onboarding a new institution does not require a full rebranding exercise, just a brief overlay configuration.
- Consistency — drift between channels becomes structurally impossible; the system is the truth.