Parks Victoria is identified by its master brand identity. As a Victorian Government statutory authority, our brand reflects the State Government Brand Victoria guidelines that work in combination with the Parks Victoria brand architecture.
The chevrons in the logo represent the land (green) and water (blue) that we manage and take the shape of mountains and waves.
Parks Victoria does more than manage our diverse land and waterways. We are committed to six key strategic pillars in addition to our duty as land managers. We're into nature to protect and celebrate precious places that hold significant environmental, cultural and social values. These are represented in our brand architecture as endorsed brands. We use them to give the pillar relevant endorsement on behalf of Parks Victoria on communication items produced by Parks Victoria.
Visitor safety is our number one priority in how Parks Victoria manages risk in parks. Nature being nature, brings with it uncertain weather events, most devastatingly, bushfires that impact our parks in severe, damaging ways. Putting Safety First is a communications approach:
- Used on all PV safety initiatives and messages: eg. internal (Safety First Zero Injuries) and visitor safety (Open, Safe & Clean, signage)
- A positive statement on ‘why’ we do certain safety-related activities (both outdoors and indoors)
- Provides greater social licence to implement safety-related initiatives.
Conservation through evidence-based research is at the heart of what we do. We are committed to conservation and look after the most important areas of habitat for Victoria's native plants and animals. Conservation and Science programs enable us to protect and preserve precious ecosystems across Victoria for future generations to enjoy. Evidence of the positive impact of our conservation activities provides greater social license for Parks Victoria to advocate for nature on important environmental issues.
Parks Victoria recognises that Aboriginal people have lived throughout Victoria for more than a thousand generations, maintaining complex societies with many languages, kinship systems, laws, polities and spiritualities. Managing Country Together is the framework by which Parks Victoria operates in the following areas:
- Partnering with Traditional Owners, including in jointly managed parks
- Protecting Aboriginal cultural heritage
- Aboriginal health and well-being.
Our parks play an essential role in people’s health and wellbeing regardless of age, gender, ethnicity or ability. Growing scientific evidence and generations of traditional knowledge confirms that spending time in nature is good for our mind, body and soul. Parks Victoria’s nature-based health programs connect people to parks and enables them to experience the health benefits of nature. With a range of guided Park Walks, nature-based health seminars, partnerships and more, we promote the concept of Healthy Parks Healthy People. Healthy Parks Healthy People has an important relationship to park funding, economic growth and developing vibrant communities.
It's our past and our present - everything in nature is place-based – it happens ‘somewhere’ in nature. Sharing Nature’s Stories is the explanation or interpretation of Victoria's unique ecological, geographical and historical value that help people understand the landscape (place) and its history. We put an emphasis on educating people about nature, for to truly respect and love our precious places, you need to understand why they're important and why we take extra care to look after them
Supporting Nature’s Future applies to everything we can and must do now to guarantee nature will be around for generations to come. Our activities that seek support such as advocacy, volunteering, giving and corporate sponsorship are all designed to protect and care for nature into the future. Our commercial operations also give back to nature. Our investment in capital infrastructure works and asset maintenance and repair, all require the firm focus we have as land managers on ensuring our parks can be the best they can be for future generations.
The six brand territory identities represent Victoria’s diverse landscape and show a variety of visitor experiences available across the state. The brand territories approach helps to visualise the brand essence of Into Nature with an immersive and inclusive experience-led design approach. The Experience Brands are underpinned by a sense of discovery with each illustration alluding to an array of iconic features and experiences in nature. There’s more to see in each illustration, in the same way that nature is constantly changing.
Bays lakes and rivers experience brand territory
Bays, lakes & rivers represents sites that are on a bay (including Port Phillip and Western Port), or beside a lake, river or stream that dominates over other local settings.
Beaches and coasts experience brand territory
Beaches & coasts represents parks that are in a coastal setting on land and marine parks outside the ports.
Mountain peaks experience brand territory
Mountain peaks represents parks where rocky ranges and geological rock formations dominate, including Victoria's alpine high country.
Rugged bushlands experience brand territory
Rugged bushlands represents varying open, dry forest, woodland or bushland where dry, arid conditions and Mallee vegetation dominates. The territory also includes parks on grassy plains or those dominated by scrub and largely void of tall trees.
Tall forests experience brand territory
Tall forests represents rainforest or tall forest settings where mountain ash, large old growth trees and/or myrtle beech or sassafras exist.
Urban parks experience brand territory
Urban parks are park and gardens that contained modified parkland, botanic gardens managed for horticultural display or parks located in a predominantly urban setting.