{ "trust_level": "claimed", "official_brand_source": false, "verification_method": null, "verified_domain": null, "verified_at": null, "verification_last_checked_at": null, "verification_expires_at": null, "status": "active", "customer_handle": "the-australian-835000db", "certification_status": "not_certified", "registry_certified": false, "certification": null, "brand_name": "The Australian", "response_scope": "path", "content_complete": true, "available_paths": [ "/.well-known/brand.md", "/.well-known/brand/boundaries.md", "/.well-known/brand/claims.md", "/.well-known/brand/onboarding.md", "/.well-known/brand/representation.md", "/.well-known/brand/values.md", "/.well-known/brand/visual.md", "/.well-known/brand/voice.md", "/.well-known/brand/voice/anti-ai.md" ], "integrity_scope": "publication_manifest", "integrity": { "version": 2, "publication_id": "2a595fa0038f597b428e999b2b134d3afbc7670441b7b8a9de025f2dc5557cf2", "revision_id": "0810be68-8a06-42ab-afa4-69f1a088ee6e", "manifest_sha256": "fd91bb5707b1d78cf61c43d0765e99c7db8f3e4898fce1dc4dbc9baee98f66a2", "manifest_signature": "s6cBqwwgZBqeVon974s6DR6CIlpxNkrIS2cfvmF8xk33uk01FEqLHlaPgiI03uaEjnLvK1VDz1wSzgiI6X2MAQ==", "manifest_signature_kid": "v1" }, "verified": null, "schema": "bcp-readable-package-v1", "representation": "Derived readable representation; verify signatures against the canonical source files.", "canonical_registry_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db", "html_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db", "files": [ { "path": "/.well-known/brand/visual.md", "content": "---\nbcp_version: \"2.0.0\"\nfile_type: visual\nlast_updated: \"2026-10-26\"\nparent: https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand.md\n---\n\n# The Australian — Visual identity\n\nThere are two kinds of evidence here, and every block is labelled with one of them:\n\n- **brand_declared**: stated in the supplied *Marketing Brand Guidelines – The Australian* (\"Brand Guidelines 2026 — Updated July\") **[G]**, §02 Logo, §03 Brand Mark, §04 Colour, §05 Typography, §07 Imagery, §08 QR Codes, §09 Design. These rules govern **marketing** creative: press ads, social, digital placements and QR codes. They are not rules for editorial page design.\n- **observed**: measured from the live website on 2026-10-26, either rendered CSS on https://www.theaustralian.com.au/ or the masthead file as served. These are observations, **not official rules**.\n\nNothing here was sampled from photographs. The masthead must never be redrawn.\n\n## Known conflicts (read before using any value)\n\n1. **Oxford (blue) is inconsistent inside [G].** The guide gives HEX `#004563` (= RGB 0 69 99) but RGB `0 69 69` (= `#004545`) and CMYK `100 0 0 75`. HEX is used below as the digital value, but the conflict is unresolved.\n2. **The served masthead differs from the declared values.** The logo SVG served on 2026-10-26 fills with `#ED5843` (red) and `#00405C` (blue). [G] declares Ember `#F15B46` and Oxford `#004563`. Section headings on the site also render in `#00405C`. Use the official asset file as served rather than recolouring it to either set of values.\n3. **Slate:** [G] gives HEX `#92A1AA` but RGB `146 161 179` (= `#92A1B3`).\n4. **Ice:** [G] gives HEX `#D8E7EE` but RGB `85 91 93` (= `#555B5D`). These are very different colours, so treat Ice as unconfirmed.\n5. **Scope of \"Digital only\":** in [G] the label sits beside the secondary palette heading. It is unclear whether it applies to the whole secondary palette or to some swatches.\n\n## Logo\n\n```yaml\nlogo:\n primary_wordmark_web:\n evidence_status: observed\n note: \"Two-colour wordmark as served in the site header (alt text 'The Australian'). Tagline not present in this file.\"\n variants:\n - format: svg\n url: https://www.theaustralian.com.au/wp-content/themes/newscorpau-news-dna/dist/images/logos/theaustralian.svg\n sha256: b822cbf1297837b0bb516662c7b22874ca839410a6dc9822f8345aacbfed63fd\n width: 1008\n height: 80\n background: light\n purpose: \"Website header masthead (viewBox 0 0 1008 80). Fills observed: #ED5843, #00405C.\"\n favicon:\n evidence_status: observed\n variants:\n - format: png\n url: https://www.theaustralian.com.au/wp-content/themes/newscorpau-news-dna/dist/images/favicons/theaustralian-16x16.png\n sha256: b7e0816c9fb85978ec70cf49c5893a6d02bc8c4038b147f0ac23e0627ae5781d\n width: 16\n height: 16\n - format: png\n url: https://www.theaustralian.com.au/wp-content/themes/newscorpau-news-dna/dist/images/favicons/theaustralian-32x32.png\n sha256: b434514cf8a8590fdf28bcb7040056c80836d6ba50a8701d22121a476cc7eaca\n width: 32\n height: 32\n - format: png\n url: https://www.theaustralian.com.au/wp-content/themes/newscorpau-news-dna/dist/images/favicons/theaustralian-48x48.png\n sha256: 3044bc2cf8428de3c08a72a42b34442a4dc834d6fe8ffd3015edf0a0ddf18641\n width: 48\n height: 48\nlogo_usage:\n evidence_status: brand_declared\n source: \"[G] §02 Logo Use, §09 Design\"\n generation_policy: official_assets_only\n declared_variants_without_public_files:\n - \"Primary logo (with tagline)\"\n - \"Logo for dark backgrounds\"\n - \"Digital-placement logo for when the red in the tagline is not legible (one-colour tagline)\"\n - \"Logo for red backgrounds\"\n - \"The Weekend Australian logo: never add the tagline (TWA is a sub-brand)\"\n alignment: \"Right-aligned or centred in new designs. Always right-aligned in Press Mini Strip. Left-aligned appears in the Press Medium Strip template.\"\n forbidden_modifications:\n - Adding the tagline to The Weekend Australian logo\n - Using a variant other than the declared one for each background (light, dark, red, small digital)\n package_additions:\n evidence_status: inferred\n note: \"Added by this package; not stated in [G].\"\n items:\n - Redrawing, retyping or approximating the masthead\n - Recolouring the wordmark outside the declared variants\n - Using the masthead to imply that The Australian authored or endorses content\n approved_backgrounds:\n - type: solid_color\n note: Light backgrounds (two-colour logo)\n - type: solid_color\n note: Dark backgrounds (dark-background variant)\n - type: solid_color\n note: Ember red (red-background variant)\n clear_space: \"Not stated in the converted guidelines text. Gap.\"\n minimum_size: \"Not stated. [G] says the brand's creative agency holds templates with exact sizing per placement. Gap.\"\n```\n\n**Tagline wording:** [G] refers to a tagline on the primary logo but its wording did not survive text conversion. It is not inferred here. Gap.\n\n### Brand mark: the Australia map (brand_declared, [G] §03)\n\n- A map of Australia \"symbolises our voice to the entire nation\". [G] states \"as the only truly national broadsheet we can own this space\" (positioning claim: see claims.md).\n- Always in the **top-right corner**, at a size that is not overpowering.\n- Red is always the first preference. White may be used where red is not possible.\n- It is not required on mini or small strip placements because of their size.\n- **No public file for the map mark was found. It must not be drawn or approximated.** Gap.\n\n## Colour\n\n```yaml\ncolor:\n evidence_status: brand_declared\n source: \"[G] §04 Colour\"\n role_mapping_note: \"Hex values, names and palette membership are brand_declared. [G] puts Ember, Oxford, Black, White and Linen in the primary palette and the rest in the secondary palette. The BCP `role` values are this package's inferred mapping.\"\n tokens:\n ember:\n hex: \"#F15B46\"\n role: primary\n semantic_name: \"AUS RED | EMBER\"\n usage_rule: \"One of two logo colours. First-preference colour for the map brand mark.\"\n print: \"CMYK 0 80 76 0; RGB 241 91 70\"\n evidence_status: brand_declared\n oxford:\n hex: \"#004563\"\n role: primary\n semantic_name: \"AUS BLUE | OXFORD\"\n usage_rule: \"One of two logo colours.\"\n print: \"CMYK 100 0 0 75; RGB stated as 0 69 69 (conflicts with HEX; see Known conflicts)\"\n evidence_status: brand_declared\n white:\n hex: \"#FFFFFF\"\n role: surface\n semantic_name: WHITE\n evidence_status: brand_declared\n linen:\n hex: \"#EEEDE6\"\n role: surface\n semantic_name: \"AUS BEIGE | LINEN\"\n print: \"CMYK 0 0 3 7; RGB 238 237 230\"\n evidence_status: brand_declared\n black:\n hex: \"#000000\"\n role: text\n semantic_name: BLACK\n evidence_status: brand_declared\n marine:\n hex: \"#237D9B\"\n role: accent\n semantic_name: \"AUS BLUE | MARINE (secondary palette)\"\n usage_rule: \"Secondary colours: use sparingly, for special campaigns. Observed as the background of the header Subscribe button on 2026-10-26.\"\n evidence_status: brand_declared\n powder:\n hex: \"#E5EBF6\"\n role: neutral\n semantic_name: \"AUS BLUE | POWDER (secondary palette)\"\n evidence_status: brand_declared\n turquoise:\n hex: \"#66ABAF\"\n role: accent\n semantic_name: \"AUS GREEN | TURQUOISE (secondary palette)\"\n evidence_status: brand_declared\n slate:\n hex: \"#92A1AA\"\n role: neutral\n semantic_name: \"AUS GREY | SLATE (secondary palette)\"\n usage_rule: \"HEX/RGB conflict in source; see Known conflicts.\"\n evidence_status: brand_declared\n ice:\n hex: \"#D8E7EE\"\n role: neutral\n semantic_name: \"AUS BLUE | ICE (secondary palette)\"\n usage_rule: \"HEX/RGB conflict in source (RGB given as 85 91 93); the CMYK 9 3 0 7 is consistent with the HEX, not the RGB. Unconfirmed.\"\n evidence_status: brand_declared\n approved_pairs_evidence_status: inferred\n approved_pairs:\n - foreground: black\n background: white\n - foreground: black\n background: linen\n - foreground: white\n background: ember\n - foreground: white\n background: oxford\n forbidden_pairs: []\n notes:\n - \"Highlight key words in a secondary colour: a design mandatory in [G] §09.\"\n - \"Set T&Cs in a white box with black text for legibility ([G] §09 templates).\"\n - \"The approved pairs are a conservative inference from the template notes and logo variants (white logo on red/dark). The guidelines do not publish a pairing matrix.\"\nobserved_web_colors:\n evidence_status: observed\n source: \"Rendered CSS, https://www.theaustralian.com.au/ (2026-10-26)\"\n masthead_svg_fills: [\"#ED5843\", \"#00405C\"]\n section_heading_text: \"#00405C (rgb 0 64 92)\"\n headline_text: \"#000000\"\n secondary_text: \"#606669 (rgb 96 102 105)\"\n subscribe_button_background: \"#237D9B (matches Marine)\"\n```\n\n## Typography\n\n```yaml\ntypography:\n families:\n times_classic:\n family: \"Times Classic Display\"\n fallback_stack: [\"Times Classic Bold\", \"Times\", \"Times New Roman\", \"serif\"]\n weights: [400, 500, 700]\n styles: [normal, italic]\n source: \"[G] §05 Primary Font. Served as a webfont on the site (observed 2026-10-26: 'Times Classic Display' 400/700, 'Times Classic Bold' 700).\"\n license_note: \"Commercial newspaper typeface. Not a free or Google font. Licence terms and owner were not verified. Do not embed or redistribute font files. [G] suggests substituting 'Times' in Google Slides/Docs. That substitute is a different typeface.\"\n usage_rule: \"Headlines in bold, body copy in regular. Medium for subheads or where bold is overpowering. The family comprises Regular, Medium, Bold, Italic, Medium Italic and Bold Italic. ([G] §05)\"\n evidence_status: brand_declared\n avenir:\n family: \"Avenir\"\n fallback_stack: [\"Avenir Next\", \"Helvetica Neue\", \"Arial\", \"sans-serif\"]\n source: \"[G] §05 Secondary Font ('New secondary marketing font')\"\n license_note: \"Commercial typeface (not open source); not available as a Google font as far as could be determined. The [G] tip to search for Avenir in Google Slides/Docs appears to be a copy of the Times tip and was not verified. Licence status for any given user is unverified.\"\n usage_rule: \"Only for secondary copy lines, CTAs and T&Cs.\"\n evidence_status: brand_declared\n roles:\n display: times_classic\n body: times_classic\n ui: avenir\n observed_web:\n evidence_status: observed\n lead_headline: \"Times Classic Bold, 32px/40px, weight 700, black\"\n section_heading: \"Times Classic Display, 24px/30px, weight 400, #00405C\"\n standfirst_small: \"Times Classic Display, 16px/20px, #606669\"\n header_cta: \"'Subscribe' rendered in Times Classic Display 14px, white on #237D9B, 2px radius\"\n note: \"On 2026-10-26 the header CTA was set in Times Classic Display, not Avenir. The Avenir rule in [G] is for marketing creative.\"\n```\n\n## Layout and composition (brand_declared, [G] §09)\n\n```yaml\nlayout:\n evidence_status: brand_declared\n mandatories:\n - Map brand mark in the top-right corner\n - Logo right-aligned or centred\n - Key words highlighted in a secondary colour\n - Consistent QR code style\n - Logo size and colour per templates\n - T&C size and placement per templates\n template_patterns:\n - \"Full-page press (sale and full-bleed imagery templates): small map top right, rounded CTA box, CTA in secondary font, T&Cs in a white box with black text, two-colour logo centre-aligned\"\n - \"Medium-strip press: key words highlighted in secondary colour, two-colour logo left-aligned, CTA/URL in a pill-shaped box, small map top right, QR code with map in centre\"\n - \"Mini-strip press: key word highlighted, CTA in secondary font, logo always right-aligned (no map needed)\"\n - \"Digital: small map top right, one-colour tagline at small sizes, rounded CTA box\"\n corner_radius: \"CTA containers are rounded (box) or pill-shaped. No numeric radius declared.\"\n papercraft:\n description: \"Collage of several images in duotone or black-and-white with subtle paper textures, giving a layered, tactile, editorial composition that puts journalists, their voices and the audience at the centre. Bespoke versions are produced by the brand's creative agency.\"\n examples_named: [Federal Election topic, Podcast, Travel]\n forbidden_compositions:\n - Map brand mark anywhere other than top right\n - QR code with square corners, without the map, with a border or 'scan me' label, in altered colour, or with the map placed differently from the template\n```\n\n## QR codes (brand_declared, [G] §08)\n\n- Marketing teams generate their own trackable QR codes, with the map icon loaded into the brand's QR-generation service.\n- Separate approved styles exist for dark and light backgrounds.\n- Don't use square corners, omit the map, add a border or \"scan me\" label, or alter the colour (shown as wrong in [G]). The medium-strip template shows a map in the centre with squared corner markers. The two statements are not fully reconcilable in the converted text. Gap.\n\n## Imagery (brand_declared, [G] §07)\n\n```yaml\nimagery:\n evidence_status: brand_declared\n photographic_style: \"Bold, serious and cinematic. Editorial and human-centred: the people at the heart of the story, or traces of their influence, emotion and impact. Premium, with strong composition, cinematic lighting and unusual perspectives.\"\n principles:\n - Authentic and documentary in style\n - Never staged or overly polished\n - Elevated quality that keeps focus on the story and leaves clean space for headlines and copy\n forbidden_treatments:\n - Staged set-ups\n - Overly polished treatment\n negative_prompts:\n evidence_status: inferred\n items: [staged smiles to camera, glossy advertising look, generic stock office scenes, clip-art]\n editorial_photography_note:\n evidence_status: brand_declared\n source: \"News Corp Australia editorial code §23 (news imagery, not marketing creative)\"\n text: \"News images: colour alteration, over-sharpening and manipulation are prohibited (§23.2). Altered or AI-modified subjects must be captioned as digitally altered (§23.5). Artistic alteration needs editor approval (§23.7).\"\n```\n\nThe editorial-photography note comes from https://d2n6ofw4o746cn.cloudfront.net/bob/files/code_conduct.html. That document is embedded at https://www.theaustralian.com.au/editorial-code-of-conduct and was last updated 11 September 2025.\n\n## Motion\n\nNo motion or video guidance was available beyond the existence of social-video templates ([G] §09, \"Social – Video\"). Gap.\n\n## Rights and gaps\n\n- **Unverified usage rights:** masthead, map brand mark, papercraft artwork, templates, photography and fonts. Nothing here grants a licence. The official logo files are referenced only so that identification and integrity can be checked.\n- No public asset files were found for the map mark, logo variants (dark/red/one-colour tagline), QR artwork or templates.\n- The brand-architecture diagram and template visuals in [G] were images that did not convert to text. Their details are not represented.\n", "signature": "hVLQGKyBuKDt2No7cID1JfSAsKrSkFl+vU7Z/Nw004Dv43NHJImdu20W1b2AeAegUl/HQn+K00IIVyUcsJevBA==", "sha256": "b31b641b5739cc11e1d1b5fd5e022b30efa6e8dd2de203d562aec5c79a0725e1", "kid": "v1", "content_type": "text/markdown; charset=utf-8", "html_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/visual", "json_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/files/visual/data.json", "source_url": "https://registry.encodedbrands.ai/brands/the-australian-835000db/source/visual.md", "canonical_source_url": "https://registry.encodedbrands.ai/the-australian-835000db/.well-known/brand/visual.md" } ], "path": "/.well-known/brand/visual.md" }