Brand architecture

This defines the underlying structure of Trove: who’s involved, how they relate, and how this is represented.

Naming conventions

Who and what comprise Trove?

Trove is a collective.
Many entities collaborate to create it.

For consistency—to speak with one voice and avoid confusion for all parties—specific names exist to reference each of these entities​.

1. Trove's initiator, owner and operator

Known as: 

NLA logo

Trove began as a project launched by the National Library of Australia in November 2009.

Today, the Library still works hand-in-hand with Trove and its national Partners – Trove is "An initiative of" the National Library of Australia.

2. Hundreds of contributing cultural and research institutions across Australia

Known as: 


Trove is a collective wonder of content.

Curiosities, stories and voices are contributed by hundreds of cultural organisations—old and new, big and small—from every corner of Australia.

3. A community of volunteers

Known as:


Ultimately, Trove is yours.

Our Voluntroves text correct, make notes and Lists, tag or contribute content, helping to build a better service for everyone.


Trove logo

The platform, aggregator, cultural collection

A collaboration, curation and creation of new knowledge, for Australia and the world.

When Trove is talking

Trove exists because of its many collaborating entities. 

We recognise all of our Partners in an equally respectful manner.

There are three levels of architecture:

1. Brand level


Brand level elements - Trove + NLA + Trove Partners

Principle: To acknowledge the collective that comprises Trove.


2. Co-branded level


Trove logo and Partner logos x 5

Principle: To recognise the Partner/s contributing the content or promotion.


3. Attribution level


Trove Logo and Partner Name as text

Principle: To recognise the Partner/s responsible for the supply/digitisation of content.


When a Partner is talking on their website or in publications

Partners please refer to the Co-branding guide for detailed specifications on how to determine the proportions between logos, placement and examples in use.

There are three levels of architecture:

1. Promotion level


Partner logo and Trove logo   

Principle: To communicate that a specific Partner promotion [also] features on Trove.

Examples of brand architecture formats at promotion level


2. Call-to-action level


Partner logo, Trove logo, Call to action (text only), Search widget (online option)

Principle: To drive people to Trove to view Partner content.

Examples of brand architecture formats at call-to-action level


3. Partner level


Partner logo, Trove Partners logo

Principle: To communicate the Partner has an association and/or Partner status with Trove.

Examples of brand architecture formats at partner level