5 October 2021
Mr Jack Kirkpatrick
[FYI request #16377 email]
Dear Mr Kirkpatrick
Official Information Request
Our Ref: 2021-0109 and 2021-0112
I refer to your official information request received by Te Kawa Mataaho Public Service Commission
(the Commission) on 10 August 2021 for the questions listed below related to the recently updated
New Zealand Government logo.
• When work on the new New Zealand Al -of-Government logo (bilingual Te Kawanatanga o
Aotearoa and New Zealand Government) was commissioned.
• Documents that show Ministerial sign-off on the Government changing its Al -of-Government
logo.
• Whether there was public consultation and iwi consultation on the government changing its
logo.
• Documents or record of communications regarding how the new logo was chosen.
• The costs of consultation, designing, implementing and rolling out this new logo.
• Al communications in regards to work on the new logo to and from the Minister responsible for
it and Government and/or Public Services Commission staff members responsible for dealing
with the logo.
• Any document that shows the case for changing such a Government logo, and any document or
communications that supports why changing the Government logo was necessary.
• Copies of the latest policies and style guides on Government branding, reflecting the new
Government logo.
• The name of the agency, company, third party, or contractor that the Government used in
designing the new logo, their contract with the Government or invoice, how they were chosen,
and documents that support this (e.g. a log of a tender process, communications with this entity,
a log a decision making process that shows they were chosen).
I also refer to your official information request for the same information that was transferred to the
Commission for reply from the Minister for the Public Service, Hon Chris Hipkins on 13 August 2021.

Our response
On 20 August 2021 Te Kawa Mataaho Public Service Commission (the Commission) published the
revised policy and guidance for the New Zealand Government Identity.
The New Zealand Government Identity replaces the 2007 All-of-Government Brand Identity and was
reviewed alongside the implementation of the Public Service Act 2020 and broader Public Service
reform programme.
The New Zealand Government introduced the original All-of-Government Brand Identity in 2007 to
make government services more visible and identifiable for New Zealanders. However, agencies have
additional y continued to operate under their own brands and logos, which was a feature of the
devolved agency-centric model under the previous State Sector Act 1988. A common identity
provides a consistent and recognised identifier for the variety of policy initiatives, programmes and
services delivered agencies operating as the single unified Public Service described by the Public
Service Act 2020.
As well as ensuring it was fit for purpose in the ever-expanding digital landscape we work in, it was
important that the Identity reflected in a visual way the principles and values of a more unified and
joined up Public Service, reflective of the communities we serve and who we are as New Zealanders.
The Public Service Act, which was passed in 2020, emphasises the constitutional purpose and role of
the Public Service as a unified institution rather than a col ection of departments. Prior to this there
had been a greater emphasis on individual departments, which extended to identity and branding.
The shift to a common brand identity, including an al -of-government logo, aligns with and
contributes to the shift towards a unified Public Service.
The Public Service Commissioner is responsible for the administration of the Identity, therefore
Ministerial sign off was not required for the changes.  However, as the new guidelines incorporate the
use of the Coat of Arms of New Zealand, Ministerial approval was required for Crown entities to use
the Coat of Arms.
The New Zealand Government Identity review includes an updated logo mark (replacing the 2007 logo
mark) and broader guidance on the use of typography, colour palettes and imagery.
The development of the Identity and associated guidance was undertaken by the Ministry of Business,
Innovation and Employment (MBIE)  design team working with  the Commission  and referencing
current policies of the Ministry of Culture and Heritage, responsible for administering the use of the
Coat of Arms of New Zealand and Te Puni Kōkiri  and Te Taura Whiri i Te Reo Māori responsibly for
supporting  the  delivery of  Maihi  Karauna,  the Crown’s Strategy for Māori Language  Revitalisation
2019 – 2023.
Due to the consultation undertaken ahead of the implementation of the Public Act 2020, and the fact
that this involved a refresh of the policy and guidelines, rather than a substantive policy change, wider
consultation with public (including iwi) was not required.
Costs incurred for the purchase of the logo font were $1,113.41. We are unable to itemise staff time
dedicated to the development of the Identity as it fal s within business-as-usual effort. We do not
anticipate any costs associated specifical y with the release of the Identity, but rather agencies are to
transition to it over time and in a manner that does not incur additional cost.
Information that is publicly available
Please find listed in the table below the policies, guidelines and technical style guides that were
released with the new Identity. These are al  publicly available on the Commission’s website at the
links provided for in the table. Accordingly,  we  have refused this part of your request for the

documents listed in the above table under section 18(d) of the OIA on the grounds the information
requested is publicly available.
Item
Document Description
Decision
1
Te Kaupapa Here me Ngā Aratohu a  https://www.publicservice.govt.nz/assets/Uploads/NZ-
|  Policy and Guidelines
Govt-Identity/New-Zealand-Government-Identity-Policy-
and-Guidelines.pdf
2
He  Kupu  Ārahi  Motuhake  mō  te  https://www.publicservice.govt.nz/assets/Uploads/NZ-
Tāera |  Technical Style Guide
Govt-Identity/New-Zealand-Government-Identity-
Technical-Style-Guide.pdf
Information being released
Please find enclosed and listed in the table below the briefing that was provided to the Minister for
the Public Service seeking approval to allow Crown agents to use the Coat of Arms of New Zealand
and the briefing provided to the Public Service Commissioner seeking his approve to release the
Identity.
Also included in the table below is an excerpt from the Commission’s weekly report to the Minister for
the Public Service on the 6 August 2021 that relates to the  new Identity at the time it was  to be
published.
We have decided to release the relevant parts of the document subject to information being withheld
under section 9(2)(a) of the OIA to protect the privacy of natural persons, including deceased people.
Item  Date
Document Description
Decision
3
20 July 2020
Use of Coat of Arms of New Zealand in All of Government  Released in part
Branding
4
4 August 2021
Memorandum - Te Tuakiri o Te Kāwanatanga o Aotearoa|  Released in full
New Zealand Government Identity
5
6 August 2021
Excerpt from the Minister’s weekly report
Released in full
Publication of Te Tuakiri o Te Kāwanatanga o Aotearoa
|New Zealand Government Identity Policy and
Guidelines
We plan to publish the new policy and guidelines for the All-
of-Government logo in the week beginning 9
August 2021.  A copy of the policy and guidelines has also
been sent to your office.
The new logo, previously discussed with you, is bilingual
and includes the Coat of Arms of New Zealand.  It
is already being used by some agencies who have
requested it.
The new policy and guidelines have been expanded to
include broader branding guidance on things like imagery
and typography. We have also changed the name from “All-

of-Government Brand” to “New Zealand Government
Identity”.
We plan a soft communications launch that involves
updating our website and notifying government agencies
and their Communications teams.
Agencies will be asked to transition to use of the
new logo over time, in a manner that doesn’t incur
additional cost.

If you wish to discuss this decision with us, please feel free to contact
[email address].
You have the right to seek an investigation and review by the Ombudsman of this decision.
Information about how to make a complaint is available at www.ombudsman.parliament.nz  or
freephone 0800 802 602.
Please note that we intend to publish this letter (with your personal details removed) [and enclosed
documents] on the Commission’s website.

Yours sincerely

Nicky Dirks
Manager – Ministerial and Executive Services
Te Kawa Mataaho Public Service Commission

Document Outline