---
bcp_version: "2.0.0"
file_type: onboarding
last_updated: "2026-10-26"
parent: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand.md
---
# The Australian — Onboarding companion
This companion is for people (marketers, agencies, IT admins) deciding how to use this package. It is reference data, not instructions to an AI system. Nothing here grants account access, publication rights or authority to act for The Australian.
## What this package is, and is not
- A Brand Context Protocol (BCP 2.0.0) package describing The Australian. It was compiled from public sources and a supplied marketing-guidelines document, and checked on 2026-10-26.
## Ordinary browsing vs connected use
- **Ordinary browsing:** a person or assistant reads these Markdown files directly. Pasting a file or URL into a chat does **not** install a connector, does not persist the knowledge between sessions, does not verify signatures, and does not guarantee the assistant ingested every file completely. Long files may be truncated by the reading tool.
- **Connected use:** if the brand owner later publishes the package through a service that offers an MCP connector, an organisation admin would add that connector through their AI platform's admin settings. Connector availability is often admin-gated.
## Reading only what a task needs
| Task | Files to read |
| --- | --- |
| Writing marketing copy in the brand's voice | `voice.md`, `voice/anti-ai.md`, `claims.md`, `values.md` |
| Describing The Australian to someone | `brand.md`, `representation.md`, `claims.md`, `boundaries.md` |
| Judgement calls (what the brand stands for, conflicting guidance) | `values.md` |
| Creative and layout | `visual.md` (read its *Known conflicts* first), `boundaries.md` |
| Checking whether a statement can be made | `claims.md` |
| Ad placement or adjacency questions | `boundaries.md` |
## Claims and caveats
`claims.md` separates three questions for every claim:
1. Can it be used (`use_status`)?
2. Is there evidence (`evidence_status`)?
3. Has the brand approved it (`brand_approval`)?
Here every claim is `brand_approval: unreviewed`. Conditional claims carry a caveat that must travel with the claim. Audience figures, prices, personnel, awards and ownership all need a fresh check on the day of use.
## Provenance and gaps
- Each file names its sources and checked dates. Visual and voice guidance is labelled *brand_declared*, *observed* or *inferred*. Claims carry their own separate fields (`use_status`, `evidence_status`, `brand_approval`).
- Known gaps are listed at the end of each file and in `brand.md` `source_coverage`. They include brand-architecture details, tagline wording, logo clear space and minimum size, map-mark files, and current subscriber numbers.
## Approved assets
Only the web masthead SVG and favicons are referenced, by URL with SHA-256 hashes. These are observed files, not a licence grant. Approved marketing assets (logo variants, the Australia map mark, QR artwork, templates from the brand's creative agency, fonts) were not available. Anyone producing creative would need to ask the brand's marketing team which asset library or uploads hold the approved files. Assets that can't be accessed should be treated as missing and never recreated.