NZ Police operate around 13,000 staff across 300 stations throughout New Zealand and reply to over 600,000 emergency calls each year.
Despite their ongoing modernisation, their branding was tired and rooted in colonial origins dating back over 170 years. They needed a new image that reflected a more inclusive, caring and approachable organisation. One that contributes to a contemporary Aotearoa and upholds its commitment to Te Tiriti o Waitangi.
The brand needed to become more unified and relevant to its community; and better embrace Te Ao Māori. At the heart of the new identity is a red koru, a symbol of new life and strength that acts as a connecting thread throughout the logomark, signage and communications. The chevron, a traditionally British military symbol, was regenerated as a distinctly Aotearoa pattern inspired by woven Tukutuku panels.
Combined with a new, distinctly kiwi tone of voice, NZ Police’s new brand proudly indicates the new direction the organisation is taking.