Colin Meads life jacket campaign
Maritime New Zealand – pre 2007
Mailer to boaties with trailers pulls record 44%
Responses to this year’s direct mailer for Maritime New Zealand have flowed in.
A tribute to Colin Meads’ pulling power, coupled with pertinent boating safety messages and great prizes, in a design and layout that obviously hits home with this traditionally hard to reach audience, means everybody wins!
brand development
Name and identity change
On 1 July 2005, Maritime Safety Authority (MSA) was renamed Maritime New Zealand, following a review of the Government’s transport institutional infrastructure.
The new name was introduced to better reflect the widening of the organisation’s responsibilities to include maritime safety, security, search and rescue and marine environment protection.
Our brief was to create a unifying identity capable of conveying the different activities, while reflecting Maritime NZ’s new vision and values.
MSA had an anchor in its previous logo – a symbol of weight and authority which served them well.
To better express Maritime NZ’s new name and role, and express the true breadth of the meaning of maritime we introduced a specially drawn Manaia. Said to be the messenger between the earthly world of mortals and the domain of the spirits, the Manaia is a holder of great spiritual energy and is a guardian/protector/caretaker over water, land and air.
Combined with a strong new font, the Mania plays a distinctive role in the new logo. The brand is extended using other marine elements such a linear nets and a new colour palette.
New brands are expected to be everything all at once, putting a lot of responsibility on an arrangement of letters and a symbol. They must also have buy-in from employees – we’re pleased to report feedback has been very positive.
brand development
