New Zealand Army 

The origins of New Zealand's Army go back to the earliest days of the country's development. Its activities in times of peace, but more particularly during periods of war, have contributed to what it means to be a New Zealander.

Like any other organisation, the army operates domestically as well as internationally, which means the brand must be responsive to changes in the external environment.

During the decades since the Second World War, the public's support for the army has progressively decreased and its understanding of the army's predominant role has been 'confused' by the peace-keeping role that it has been seen to play.

The army had recently developed a strategic plan, which would guide its progress over the next decade. The plan reaffirmed the army's ethos and core values, and identified four strategic goals - two of which were particularly relevant to the rebranding exercise.

The first was to recruit, develop and retain the right people and the second to enhance the public profile of the army.

There were two ideas behind the creative concept. The first was 'grounded stature' which was based on the army's values, knowledge and attitude.

The second was 'dynamic intensity' which was about the army being able to punch above its weight. The logo was developed with traditional army colours - red standing for loyalty, pride and respect; while black and white are strong New Zealand colours.

The New Zealand association is reinforced through the use of a stylised fern. The headline typography style is direct and emphatic, in contrast to the more human touch of the subheadings and body copy.

The topographic secondary graphics represent horizons and the future, while the angular shapes are suggestive of landforms and machinery.

The brand values of tenacity, ingenuity, adaptability, strength, inventiveness, self-belief and leadership were brought to life in the brand identity system.

Also, the breadth and robustness of the system provided the army with the ability to make relevant connections with all of its main audiences.

Anecdotally, there was feedback that once they had the logo introduced to them, the 'troops' embraced its adoption. In addition, as the recruitment brand had been developed earlier, the opportunity was taken to provide alignment between it and the corporate brand.

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