Design Policy for the B.C. Visual Identity Program

Official Provincial Marks are protected by Crown Copyright. Some of those marks (including the BC Mark) are protected by the federal Trade-marks Act. Using official Provincial Marks without approval may be subject to legal action. 

Before using any provincial government images, graphics or logos, anyone who isn’t a provincial government employee must complete an "Application for Third-Party Use" form (103 KB) and get it approved.

This application form collects details of use: who, on what and when. Government Communications and Public Engagement (GCPE) reviews the form to determine proper use of the government's visual identity. Government expects third-parties to use official Provincial Marks to show joint authorship, partnership, official endorsement, funding or promotional support. The application form also records an authentic relationship with the applicant.

Before publication, third-parties must supply a sample of their visual communication material that uses the Provincial Mark. GCPE reviews this to ensure the material is appropriate and matches the application. GCPE expects quality reproduction and compliance with guidelines. Both GCPE's Ministry Communications Director and the Graphic Communications Director approve this material.

Determining the Correct Logo for Third-Party Use

Each scenario* (of how the Province is involved) has different branding requirements to ensure alignment with Provincial Brand Architecture and third-party branding policy.

Is the Province the sole author/sole owner? 

• If yes, then use the provincial logo on all materials.
• If no, then proceed to the next bullet.

Is the Province a joint author/joint partner? 

• If yes, then use the provincial logo along side the joint partner/author logo(s) on all materials.
• If no, then proceed to the next bullet.

Is the Province an official supporter (through monetary value, or other official support)? 

• If yes, then the third-party should use the "Supported by” BC mark.
• If no, then proceed to the next bullet.

Is the Province no longer involved? 

• If yes, then provincial logos should NOT be included.

*If there is confusion as to what the exact relationship is between the province and the third-party, then defer to the GCPE Communications Office. If the GCPE Communications Office is unsure, then they should connect with their ministry executives.

Step 1 – application for usage

To use an official Provincial Mark, third-parties must submit an "Application for Third-Party Use" form with their proposed visual communications material.

The application form MUST first be submitted to the ministry program manager or representative related to the third-party’s business activities or third-party partner relationship. They will review the request and if approved proceed to step 2. 

It is important to note that the ministry approval section of the form is mandatory and if it is incomplete, then the form will be returned as incomplete.

Step 2 – ministry approval

The ministry responsible forwards the application to their ministry's GCPE Communications Director for review. The communications director approves or denies the third-party's use of the Provincial Mark. If approved, the communications director forwards the application with the third-party's material for review and final approval by GCPE's Graphic Communications director via email.

Step 3 – GCPE communications support service approval

GCPE's Graphic Communications Director approves the reproduction of the Provincial Mark on the third-party's material or requests changes. A response is usually within 48 hours of receipt.

GCPE oversees the creation of new, specific government marks per Core Policy.

The parent BC Mark is the main mark or logo representing the government of the Province of British Columbia, its ministries, branches and programs. Development of a new mark to represent a government administrative unit or program may be permitted only if a communications need for promotion, marketing or advertising can be demonstrated.

 A ministry may submit the Application for New Mark Development form (PDF, 110 KB) for consideration of a new mark. It is important to note that before being official reviewed, all new mark applications requests must:

• Align with the Provincial Brand Architecture,
• Include Ministry Executive Approval, 
• Include approval from their ministry's GCPE communications director.

For all of government, Government Communications and Public Engagement (GCPE) is responsible for the development of any new mark or logo per the government’s Core Policy. The needs assessment process is used to identify situations where new marks may be permitted based on criteria that are clearly defined and applied consistently across government.

The new mark assessment process applies defined criteria consistently across all government. This ensures that all official marks align with Provincial Brand Architecture. Final decisions are the responsibility of the GCPE Graphic Communications Director. GCPE develops and designs new marks based on the government's visual identity guidelines.

GCPE Graphic Communications keeps a record of approved official government marks. Some marks could need protection under the federal Trade-marks Act. Ministries can procure protection on the advice of GCPE and the government's Legal Services Branch. The criteria listed above apply to marks that existed before this visual identity guide. Decisions about their retention will take into consideration their previous use.

Decision criteria include the following:

• Nature of the program or service: The priority, objectives, size, scope and longevity of the program or body to be represented by the new mark; whether it reflects a significant policy or other goal of government; and the budget and resources that will be available to develop and use a new mark effectively. 
• Communications needs: Program or body communications objectives and how they will be better served by a distinct or unique mark; promotion, marketing and advertising needs; number, type and lifespan of communications products to which the mark will be applied; and size and type of audience(s) to be reached.
• Official partnership: Where an official partnership agreement exists and the government of B.C. is not the sole author, a determination will be made for the need of a Partnership Mark to represent a joint initiative incorporating the BC Mark and/or the marks of other partners, whereas a logo “lockup” may be created. A simple co-branding arrangement may be suggested for a short-term partner endorsement. 
• Need for autonomy: Where a body or program has been created to operate at arms-length from the government, and may best fulfill its functional or communications objectives by exhibiting a degree of independence from government, a determination will be made of the need for a new mark to represent its autonomy or special purpose. Examples include an appointed commission or oversight organizational unit. The same criteria are applicable to marks existing prior to the BC ID Program, although decisions about their retention also take into consideration historical use. Permitted government marks will be recorded by GCPE Graphic Communications. In some cases, it may be appropriate to seek protection, under the Federal Trademarks Act, for permitted government marks. This will be funded by the applying ministry and done on the advice and with the assistance of the Legal Services Branch of the Ministry of Justice.
• Official Name review: Names must clearly reflect the specific services provided and should not be easily confused with services offered by other ministries. (See process below for creating a new name or name revision.)