The criteria of the awards are based on 2 principles; The value of Seva (selfless service) should be evident, as framed in Sikhi and the activities of the individuals should positively contribute to the social and economic development of Australia.

Being a newly created awards every element, and visual experience of the Awards needed to be developed and created; from the visual language, identity, collaterals, website and other touchpoints. With the long term significance of the awards in mind, the awards needs to be seen as contemporary and relevant. Through symbols, specific colours, simplistic lines and graphics, the overall look and feel of the awards is based on capturing and representing the idea of community, the Sikh identity and the principle of giving selflessly.