Army's new $24,000 logo under fire from National

By KEVIN TAYLOR polictical reporter

The Army's new $24,000 brand has come under fire from the National Party.

Defence spokesman Simon Power said yesterday it was ridiculous the Army had to change its branding because focus groups didn't think the old brand was strong enough.

The change came after research indicated the old badge and slogan "Kiwis armed to make a difference" were not doing enough to reinforce its messages.

The old crest depicts a sword and taiaha crossed behind a crown and a lion. The new logo says: "NZ Army" in plain block letters with red words "Ngati Tumatauenga" underneath. A silver fern branches off the letter "A".

Returned Services Association chief executive Pat Herbert said the branding was news to him and he had received no comments from members about it.

Defence Force spokeswoman Commander Sandy McKie said the Army was not touching its unit or corp badges - only its public branding. The branding would be used on publications, its website and for recruitment.

The old badge would still be used for ceremonial and formal purposes.

Mr Power said it was "absurd" for Defence Minister Mark Burton to suggest the current crest - with its sword, taiaha, crown and lion - was not a strong brand.

He mocked Mr Burton for saying in answer to his parliamentary questions that the new brand would give New Zealanders "familiarity, security and trust" in the Army.

"It's a credible, reliable and well-equipped army - not brand identity - that assures New Zealanders that they are protected."

But Mr Burton said Mr Power was in need of a briefing on the history and purpose of the badge.

Mr Power suggested the badge had existed for a century but Mr Burton said it had been redesigned four times between its adoption in 1949 and 1999 to reflect "changing attitudes and environments". The Army had decided to develop a new logo to recruit and retain personnel.

"I would think Mr Power would know that a strong, contemporary brand is an essential part of recruitment and retention for any organisation.

"Of course, gauging from the outdated, Vietnam-era equipment Mr Power's party left our forces with, I suppose he feels the logo should still be in the 1960s as well."

Brand identity

The new logo communicates teamwork and unity, says the Army.

What its elements mean:

Red: reflects the ideas of tradition, respect and loyalty.

Black and white: colours with which all New Zealanders identify.

The Ngati Tumatauenga name: shows the Army's respect for Maori culture and gives it a uniquely New Zealand character.

Silver fern: symbolises national pride.

Source: Army News.