Google, Apple, Microsoft and Coles might be among the highest-profile brands in Australia.
But one organisation is out to rival them - the Australian Public Service.
On March 1, a panel of judges will reveal the winner of a competition to come up with a brand and slogan for the APS.
Staff from across the bureaucracy have been asked for their ideas on a brand that has a "positive, uplifting and meaningful message", conveys the values of the APS and is short, simple, honest and realistic, according to the guidelines.
Noting the way in which an internet vote in the UK came up with the name "Boaty McBoatface" for a new government-funded research vessel, the competition website warned: "Your tagline can be inspired by anything you like, but unfortunately you don't get extra points for making us laugh."
They've been given a 200-character limit for the brand tagline.
The winner will be used for APS employment advertising and on agency websites and social media.
The judging panel comprises the head of Prime Minister and Cabinet Martin Parkinson, Australian Public Service Commissioner John Lloyd, Holly Ransom from consultants Emergent and Irina Hayward from BMF Advertising.
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