Sans sheriff: ASIC spent $100,000 on new font amid royal commission

“When ASIC’s budget has been cut so significantly under the Liberal government, they can’t afford to be wasting taxpayer dollars,” Mr Keogh said.

“[Prime Minister Scott] Morrison promised a tough cop on the beat, what we got was simply comic, sans any true enforcement.”

Morrison promised a tough cop on the beat, what we got was simply comic, sans any true enforcement.

Matt Keogh

ASIC senior executive leader corporate affairs Matthew Abbott said ASIC’s brand and font had not been updated in 20 years.

«ASIC’s branding update was about making sure ASIC’s materials are suitable for digital channels — and digital is what the people ASIC regulates use,» Mr Abbott said.


Assistant Treasurer Stuart Robert, who oversees ASIC, declined to comment.

The redesign consisted of a new font and style guide, and ASIC’s website is now typeset in Tahoma, one of the standard Microsoft Office fonts.

At a parliamentary committee meeting last year, ASIC chairman James Shipton said the new branding was making the commission’s work more accessible.

“I hope you are finding our information easier to read. I certainly am,” Mr Shipton told the committee members.

ASIC’s spending is not unusual. Government bodies and businesses routinely spend tens or even hundreds of thousands of dollars on graphic design work.

Folk, the creative agency that delivered the ASIC branding, has won numerous federal government contracts for organisations ranging from the Australian Criminal Intelligence Commission to the Department of Families, Housing, Community Services and Indigenous Affairs.

Folk declined to comment, but it is far from the only creative agency to win government contracts, which are typically put out to tender.

Nick is a journalist for The Sydney Morning Herald.

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