The Tax Office has honed in on ‘myID’ as the likely rebrand of the federal government’s myGovID credential underpinning Australia’s digital identity system. The change follows warnings of widespread confusion between myGovID and the myGov app and website that millions of Australians now rely on.
The Australian Tax Office applied for a trademark of ‘myID’ text alongside a map of Australia logo in December last year, just weeks after additional funding for a rebrand was confirmed by the government.
While not locked in – a trademark is also being sought for ‘AusID’ – the myID monicker is a frontrunner based on ATO user research.
With the Albanese government moving to expand its digital identity system across the economy, the new brand, first reported by the Australian Financial Review, could one day be as well known as government symbols such as Medicare.
Launched in 2019, myGovID is an app that allows users to prove their identity to access online government services. It is often compared to the traditional 100 point ID check but on a smartphone.
There are around 12 million myGovIDs in existence, with almost 9 million of these verified against traditional identity documents like drivers’ licences and passports. Around half of these verified myGovIDs also include a one-off face verification for additional security.
The credential became popular when it was offered as a password-free sign-in option on myGov in December 2020 and will be a key plank of the wider digital identity system set to expand across the economy later this year.
But myGovID is often confused with its namesake services app, according to an audit of myGov last year.
“People have told the audit that navigating between the services is ‘too difficult to understand’, the process is ‘circular’ and ‘self-referencing’, and the overall experience is ‘dreadful’. These problems need to be fixed urgently,” the audit said.
The myGov audit recommended either combining myGovID and myGov into a single app – a costly project – or rebranding the credential to avoid confusion.
The Albanese government opted for the rebrand, allocating $11.5 million to the ATO in the last Mid-Year Economic and Fiscal Outlook for the change and other app improvements.
An ATO spokesperson confirmed a move away from the myGovID branding will occur later this year along with changes to improve the user experience of the app, but no final decision on a name has been taken.
“The updated name and visual identity are the result of extensive research and an updated user interface will be piloted with end users for feedback prior to the re-launch,” the spokesperson said.
“We will be working closely with our stakeholders to communicate and prepare for the change to ensure a smooth transition.”
IP Australia gave early acceptance to both trademark applications earlier this month.
