link to page 2 link to page 2 link to page 4 link to page 4
POLICY
Brand
Introduction
When to use
This policy sets out the rules that apply for using the Fire Service brand.
Apply this policy when you want to get permission to display Fire Service branding
on:
brochures and other publications
Released
websites
clothing/uniform
fire stations
fleet and other equipment
under
any other promotional material.
Purpose
The aim of this policy is to ensure that use of the Fire Service brand:
the
is approved
follows Fire Service brand guidelines.
OIA
Who it applies to
This policy applies to:
January
personnel seeking approval to use the Fire Service brand
Communications Advisors
External Communications Manager
2023
National Communications Manager
Contents
This policy contains the following content:
Brand use
Logos, crests and graphics
Definitions
Related information
October 2015
1
POLICY – Brand
Brand use
What is the Fire
The Fire Service brand is made up of everything we do and say, internally and
Service brand?
externally. Our brand exists in various forms, the most visible being the Fire Service
logo. Current branding includes:
New Zealand Fire Service crest
New Zealand Fire Service logo
New Zealand Fire Service Fire Rescue patch
New Zealand Fire Service Commission logo
National Rural Fire Authority crest
National Rural Fire Authority logo
New Zealand Urban Search and Rescue logo
Released
other sub-brands and campaign graphics.
Application of
The New Zealand Fire Service brand must be consistently applied on all promotional
the brand
material.
Approval must be sought to use the brand on any material.
under
Logos, crests and graphics the
Approval to use
Written approval must be obtained from the National Communications Manager for all
logo or crest
use or placement of Fire Service logos, crests and other trademarks. See procedure:
OIA
Get approval to use Fire Service brand.
No unauthorised variation or reproduction of the brand is permitted without approval
January
from the National Communications Manager.
The National Communications Manager must evaluate requests to use branding
against the criteria below to ensure the reputation and integrity of the Fire Service
brand is not diminished or compromised.
2023
Factor to consider
Criteria
Added value
Branding adds value to Fire Service activities.
Benefits are clear.
Quality
The execution or placement of branding is seen to be
reputable and of a high quality.
It will not bring the Fire Service into disrepute.
It is compatible with the work of the Fire Service.
Conflict and
The execution or placement is not in conflict or competition
competition
with the strategic priorities and/or current policies of the Fire
Service.
Internal use of
Appropriate branding must be used on all internal documents and publications. See
logo
guidelines
: The brand and templates.
Exceptions must be approved by the National Communications Manager.
October 2015
2
POLICY – Brand
Corporate
You must follow these rules for the use of corporate stationery:
stationery
Factor
Rule
Suppliers of
National Headquarters manage contracts for the Fire Service.
corporate
Contracts are managed on a national basis, with all runs of
stationery
corporate stationery being directed through one centralised
supplier.
Personnel cannot use suppliers other than those selected
from the National Headquarters national process.
Stationery
The National Communications Manager must approve any
templates
deviations from the standard stationery templates.
Letterhead
All formal external correspondence must use the pre-
printed letterhead.
The letterhead must feature the full colour logo in the top
Released
left hand corner with no other variations from this
standard.
All Region, Area, District or local brigade letterhead paper
must be supplied through the online ordering system.
Personalised
In no instance will personal runs of personalised stationery
under
stationery
be approved.
Where appropriate, managers should encourage
personnel to use the established template system, where
the
personnel may add their own personal information if
required.
OIA
Publications
All publications must:
January
feature the correct application of the Fire Service brand
include the date of publication and name of the publisher.
An International Standard Book Number (ISBN) must be issued by
Knowledge &
Insights, and a copy of the completed publication must be sent to this team.
2023
Promotional
Promotional items must use the correct application of the Fire Service logo in either
items
the full-colour or one-colour version, where appropriate.
Branded
We require a consistent look throughout New Zealand for branded shirts or any other
clothing
items of apparel worn by personnel. This is to ensure appropriate use of brand
(non-uniform)
colours, the logo, Region designation, and use of fire safety messages.
No branded casual/informal apparel, e.g. sports clothing, can be ordered or worn
without the approval of the National Communications Manager.
Fire Rescue
The Fire Rescue patch can only be worn on Fire Service uniform. The patch must not
patch
be used on any casual clothing or corporate apparel. Non-uniformed personnel must
not wear the Fire Rescue patch.
Support vehicles
Promotional fire safety messages on vans and utility vehicles should incorporate the
(non-operational) full-colour Fire Service logo.
October 2015
3
POLICY – Brand
Definitions
Corporate
All printed materials that represent the Fire Service in external correspondence,
stationery
publication or promotion, e.g. letterhead, business cards, ‘with compliments’ slips and
reports.
New Zealand
The crest of the New Zealand Fire Service was granted by the Governor-General and
Fire Service
New Zealand Herald of Arms Extraordinary. The crest is protected under the Flags,
crest
Emblems and Names Protection Act 1981 and may only be used at the discretion of
the Fire Service. Unauthorised use of the crest in any form for any purpose is not
permitted and is an offence.
New Zealand
The symbol used by the New Zealand Fire Service as its emblem featuring the Fire
Fire Service logo Service crest with the descriptor ‘New Zealand Fire Service’ and ‘Whakaratonga Iwi’
(provider of a service to the people).
Released
Fire Rescue
The Fire Rescue patch is a variation of the logo and is only for physical use on Fire
patch
Service uniform.
Related information under
Topics
Refer to this FireNet topic to help you apply and comply with this policy:
Get approval to use Fire Service brand
the
Policies
Related policies:
OIA
Uniform and PPE
January
Standard
The following standard applies to this policy:
New Zealand Fire Service brand guidelines
2023
Legislation
We must comply with legislation, including the following:
Flags, Emblems and Names Protection Act 1981
Trade Marks Act 2002
October 2015
4
POLICY – Brand
Document information
Owner
Director, Office of the Chief Executive
Last reviewed
6 October 2015
Review period
Every second year
Record of amendment
Date
Brief description of amendment
Under the Corporate Information Framework project, the POLCM4.4 NZFS logo (Fire
October 2015
Service badge) policy has been renamed and reformatted to make it easier for
personnel to find and understand.
Released
under
the OIA
January
2023
October 2015
5
