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"Close your eyes and think of ... New Zealand." Turi Park, creative director of native design, has written a provocative and timely open letter, 'A new brand for New Zealand? Or a New Zealand visual language?' querying the sense and construction process of a Brand New Zealand. It doesn't stamp the wax on the seal but prompts New Zealanders and especially those involved in the creative, design, and image-making communities to question what it is they're imagining and practicing. It's not advocacy for a particular mark or an imperative to 'represent' Aotearoa-New Zealand but a call to thought. Published off-line in the April/May 2002 edition of ProDesign magazine NZEDGE will host the on-line forum to debate the issues that the letter raises. Below is Turi's open letter.

Click here for page one and page two of responses to date, and below to have your say.

'A new brand for New Zealand or a New Zealand visual language?'
By Turi Park, 18 February 2002

Last week our Prime Minister, Helen Clark outlined the government's "framework for growing an innovative New Zealand". This is an admirable desire for any government, and should be applauded. Part of this statement was; "Government will work with the private sector to develop a consistent brand image of New Zealand across our industry sectors. As well as being seen as clean and green, we need to be more widely perceived as smart and innovative". Again admirable and there is currently an Industry New Zealand initiative underway to develop a brand for New Zealand. Hence this letter to you.

In my opinion, New Zealand does not require a new brand. What we do need is to consolidate and formalise our entire national identity, and to move forward speaking a New Zealand Visual Language. We need to celebrate a vision for; "a land where diversity will be valued and reflected in our national identity".

Branding is a process of distilling and empowering a trade mark. It is a valuable commercial proposition and can represent, but can not incorporate the wider cultural and environmental diversity of a whole New Zealand with sensitivity. A new brand for New Zealand is a well-structured business proposition to take offshore, but is it really clever in a wider context?

A brand with a working title implying that we are "Brand New" has the best intentions, but conversely is discrediting our proud history. It is another smoke screen in our way merely slowing us from moving forward and celebrating what New Zealand and New Zealanders are really about.

The approach of the brand feels like a Pakeha initiative working to a commercially proven, but foreign formula. Which then begs the unfortunate question; is this new brand a reaction to the controversial "Maori Made" mark that has cost us another million dollars? And are both brands together; another two steps away from New Zealand realising a proud vision?

(L) the Maori Made trademark.
(R) "One million dollars ... ???" a caricature by Scott Kennedy, Three Eyes Limited, Kilbirnie, Wellington (published in the April/May 2002 edition of ProDesign Magazine)

What will this trade mark say when it arrives on offshore markets? Is yet another brand mark what our country, or the world, needs right now? A new brand for New Zealand is not a solution to our quest for a national identity but just another outfit to wear.

I don't believe we need another brand image to attach to our country. Right now we need to strengthen our national identity and to unite currently disparate elements to form a strategic and empowering proposition.

We do not require a Corporate Identity, but a comprehensive national visual communication system that speaks one language with confidence and clarity. A New Zealand visual language. A New Zealand Visual Language will emerge from a proper "Visual Audit" [to use industry terminology] of our nation's entire current visual communications:

Our Name: "New Zealand". We do need to examine the real worth of this, versus "Aotearoa" [which in translation means, "The land of the long white cloud" in itself a marketing dream]

Our Flag: Often confused with that of our nearest rival; Australia; our flag still represents the traditional and colonial aspirations of an English heritage. The New Zealand flag as it flies now is a "Sub-Brand" device [to use another industry term] of the Union Jack brand.

Our Currency: Why is Harry Pot-Head's Grandma on the back of our coins, and a security device for our dollar notes? In "00", does New Zealand still need to answer to London?

Our Badges of Identity: - Passport - Birth, Death and Marriage Certificates - Driver Licensing - Our uniforms for national service: Military, Police and Sports teams.

Our Nation's Government Departments; and their own external communications. What are these agencies collectively saying about us? What "Corporate Tone of Voice" are they using to speak?

Our National Treasures: what do we hold so dear, that we want to lift up as symbols of our nation? How does this part of our value structure really work? - What are the criteria for being a national treasure? - Who decides? - Is sporting prowess rated more or less than artistic endeavours? - Maori, Islander, Asian or Pakeha? - Old or new?

Our Nation's Visual Icons: The Silver Fern, the Kiwi, the All-Black Jersey, the unfurling potential of a Fern Koru, The Lord Of The Rings films, Colin McCahon's dark paintings, the Britten Motorcycle, the Black Boat, or a Proud and Defiant Tiki; and others. Which of our national visual icons represent both where we are now and where we are going to?

New Zealand right now is planning to surf a ride on the knowledge wave, an innovation driven strategy, to emerge from this global recession as a world leader. World leader full stop. Not as a global brand with tangible market equity.

Right now, we need to roll up our collective sleeves and embrace the process of finding what really does represent our country. Like my own Grandmother told me "If you are going to start something make damn sure you do the whole job right".

100% Pure flight of fancy?

This open letter is not intended as a critique of the new "Brand - New Zealand"; This work has not been released yet. It is instead an effort to engage discussion on the process of identifying and building a structure for a real New Zealand identity so that New Zealand, or maybe even Aotearoa, can move forward with real confidence in our own potential for growth.

This proposition will grow life as an idea through discussion. Please forward this open letter to every New Zealander who wants to contribute to a real and positive future for our country. Let's use this opportunity to celebrate our points of difference, the great things that make New Zealand really stand out as unique.

Yours sincerely,

Turi Park
Creative Director
native limited
www.alternative.co.nz

Click here for a selection of the responses thus far.

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