How do you become the 'one to beat' - on and off the field. 

DNA and the New Zealand Rugby Union (NZRU) have had a longstanding relationship. During this time we have undertaken a wide range of work including high-level brand strategy as well as brand application and multiple communications projects. Key brands DNA works across include the All Blacks, Super 14 and the Air New Zealand Cup competition.

Helping the NZRU secure and protect intellectual property rights around the All Blacks brand, and extending the brand's expression, and articulation has been a significant project.

The Challenge

The prestige of the All Blacks has shifted significantly in recent years, from national icon to a truly international brand. When the NZRU decided to review the All Blacks visual identity it faced a unique challenge for few brands command such attention, and inspire such pride among the New Zealand public.

Faced with revising one of the most famous marques in rugby to secure international intellectual property rights, we needed to reconcile two different ideas:

1. Strengthen and modernise the visual expression of the All Blacks brand mark so it would continue to hold its own in the international arena and still be distinct enough for the NZRU to trademark and protect.

2. Retain the powerful heritage and 'New Zealand links' that make the mark so powerful.

The Solution

DNA and the NZRU reviewed national team identities from around the world. We then developed and presented the NZRU Board with a range of options, and explored the legal and more 'emotive' implications of each. After significant discussion and debate we undertook changes to the All Black mark to provide the protection required.

Key here was the fact that the silver fern (a potent symbol of national pride) cannot be trademarked. This was retained and slightly modified. Removing the words 'New Zealand' from the team's name was controversial but it emphasised the name All Blacks. This helped ensure international recognition of the All Blacks as the official name of New Zealand's national rugby team.

A unique typeface was developed for the All Blacks name, creating a brand lock-up that can now be protected and used as a standalone device when necessary. Through this process we also agreed on strategic positioning that would inform future brand expression and articulation - All Blacks/NZRU - the ones to beat on and off the field.

The Results

The All Black brand is a global property. Clear strategy and marketing is essential to transcend the peaks and troughs of on-field performance. The brand and the team will always be the ones to beat - this directs the thinking and approach to managing the brand on and off the field. This thinking also fed into the successful bid to bring the 2011 Rugby World Cup to New Zealand.

The evolved visual brand elements have worked well across a multitude of applications. Feedback has been very positive from both the rugby and commercial communities regarding the bolder, more confident approach. Vitally, the visual brand is now protected (without impinging on other organisation's right to use the silver fern) and a clear strategic platform exists for overall brand management.

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