Use of Coat of Arms of New Zealand in All of Government Branding
Date:
28 July 2020
Security Level: IN CONFIDENCE
Report No:
SSC2020/0144
Contact:
Mereama Chase, Manager, Strategy & Policy
Telephone:
9(2)(a)
Actions Sought
Due Date
Sign attached letter to
Hon Chris Hipkins, Minister of State Services
Assoc Minister for Arts,
3 August 2020
Culture and Heritage
Enclosure:
Yes
Minister’s Office Comments
Comments:
Date returned to SSC:
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Recommended Action
We recommend that you:
a
note that the All of Government brand policy and guidelines have been amended to
reflect the passage of the Public Service Act, including a greater focus on the Māori
Crown relationship
b
note that the new guidelines wil be implemented gradually, when changes are already
occurring, therefore they wil not incur additional costs for agencies
c
note that the new guidelines incorporate use of the Coat of Arms of New Zealand
d
note that ministerial approval is required for Crown entities to use the Coat of Arms
e
sign the attached letter to the Associate Minister for Arts, Culture and Heritage seeking
his agreement to allow Crown agents to use the Coat of Arms of New Zealand.
Signed/not signed.
Hon Chris Hipkins
Minister of State Services
2
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SSC Report:
Use of the Coat of Arms of New Zealand in All of Government Branding
Purpose of Report
1.
This paper provides you with an update on proposed changes to the way the All of
Government (AoG) brand is used to increase visibility of government services and
activity.
2.
At present statutory Crown entities are not allowed to use a brand that incorporates
the Coat of Arms of New Zealand (Coat of Arms). We recommend that this issue is
addressed by seeking approval to do so from the Associate Minister for Arts, Culture
and Heritage. A letter for your signature is attached should you agree.
Background
3.
In 2007 the Government approved and introduced the AoG brand (logo or design
mark) to make government services more visible and identifiable for New Zealanders.
4.
As part of this process the State Services Commissioner was given responsibility for
administering brand policy and guidelines. Cabinet also agreed that the Coat of Arms
remains a valid il ustrative option for government agencies wishing to use an
additional New Zealand symbol [CAB Min (07) 11/3D refers]. Many Government
departments have adopted the Coat of Arms into their logo.
5.
Government departments are required to use the AoG brand, in accordance with the
guidelines. Crown agents are expected to use the AoG brand, and other Crown
entities are encouraged to use it as appropriate.
6.
In anticipation of changes contained in the Public Service Act, we recently reviewed
the AoG brand and identified opportunities to update it, making it fit for purpose in
2020. We propose making the primary brand bilingual which reflects the legal status of
our two written national languages. This is consistent with the Public Service Act’s focus
on stronger Māori/Crown relationships.
7.
We also propose incorporating the Coat of Arms into the AOG branding. The Coat of
Arms is the most easily recognisable symbol of government and reinforces the
concept of a unified public service. We have developed options with and without the
Coat of Arms (see visual below).
Issue
8.
The use of the Coat of Arms is subject to the provisions of the Flags Emblems and
Names Protection Act 1981 (the FENP Act). As statutory Crown entities are legally
separate from the Crown, the FENP Act prevents them from using the Coat of Arms
without prior written consent from the Minister responsible for the FENP Act (section
13(3)(b)).
9.
Statutory Crown entities, especially Crown agents such as NZTA and Kāinga Ora, play
a crucial role in the delivery of services to the public. Since 2007 they have also been
one of the largest groups using the AoG brand.
10.
Crown agents are also required to give effect to government policy. Under section 8
of the Public Service Act they are also classified as part of the Public Service for the
purposes of conduct, principles and spirit of service.
3
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Comment
11.
The Ministry of Culture and Heritage advised that a first step to address the issue of use
of the Coat of Arms by Crown entities would be to request Ministerial approval for all
Crown agents to use the Coat of Arms as part of their use of the AoG brand and in
accordance with the guidelines issued by the State Services Commissioner.
12.
This approach is consistent with the intent of the FENP Act, while providing flexibility
over the use of the AoG brand.
13.
Crown agents would only be able to use the Coat of Arms as part of the AoG brand,
and would have to apply for further approval to use it in any other way.
14.
Other Crown Entities (ACEs and ICEs) would use the AoG branding without the Coat
of Arms, or would need to make a special request to use the Coat of Arms.
Next Steps
15.
A letter to the Associate Minister for Arts, Culture and Heritage1 requesting approval
for
Crown agents to use the Coat of Arms as part of the AoG brand is attached for
your signature, should you agree.
16.
Should the Associate Minister for Arts, Culture and Heritage agree to this request, we
wil update the guidance on the use of the AoG brand to reflect these changes, and
ensure these expectations are communicated to Crown entities.
1 The Minister for Arts, Culture and Heritage has delegated responsibility for matters relating to the FENP Act to Associate Minister Robertson.
4
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5
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[INSERT CLASSIFICATION]
To:
Peter Hughes
From:
Ruth Berry
Copies to:
Date:
04/08/2021
Subject:
Te Tua kiri o Te Kawanatanga o AotearoaJ New Zealand Gove rnment Identity
1. Please find attached a copy of Te Tuakiri o Te Kawanatanga o Aotearoa I New Zealand Government
Identity Policy and Guidelines for you r review and approval. A copy of the existing 2007 AOG Brand
Policy and Guide tines is also attached for you r i nform ion
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3. We plan to do a soft launch. This will include a Hudo item, emailing Heads of Com ms and a What's New
item on ou r website.
4. We would like to publish the Policy and Guidelines, alongside the technical guidance and mate r1al,
during the week beginning 9th August.
5. Please confirm if you would like the Minister's office notified prior to publication.
Recommendations
6. lt is recommended that you:
1
Approve Te Tuakiri o Te Kawanatanga o Aotearoa jNew Zealand
Government Identity Policy and Guidelines fo r pub)llk
i ;a.tlOA--------
2
Confirm if you want me to notify th
e r1s office prior to
pub ti cation
Ruth Berry
Chief Communications Officer
Position
[INSERT CLASSIFICATION]
