New Zealand is choosing a new Flag- Which brand would you choose?

New Zealand flag / brand is being confused with the Australian flag /brand

For those of you that recognized that the flag depicted to the left is in fact the Australian flag /brand and not the New Zealand flag /brand, well done! To those that didn’t, don’t worry, according to John Key, the current Prime Minister of New Zealand you are not alone, this happens all the time and he is fed up with it. Apparently, he has had about as much as he can take of being greeted by the Australian Flag/brand instead of the New Zealand flag/brand as he travels around the world, and is lobbying for a flag that is unique to New Zealand brand and not mistaken as the flag /brand of another country. Although, it must be said I could not find any specific examples of mistaken-flag-identity on-line, other than a timely incident last week, when the New Zealand’s junior women’s water polo team was welcomed to the world championships in Volos, Greece with a naval version of the Australian flag /brand, the Australian Red Ensign usually only used at sea[1].

Mr. Key usually cites the visit of Bob Hawke, the former Prime Minister of Australia to Ottawa in 1985, when he was greeted by the New Zealand Flags all over the city, as the main example of flag substitution and hence for a change. His argument is that the National flag / brand is not unique and therefore does not differentiate New Zealand from other National brands / flags. However, there are other reasons cited to justify changing the New Zealand national brand logo.

Why are New Zealanders considering changing their brand image?

The current flag of New Zealand is described in Wikipedia[2] as “a defaced Blue Ensign with the Union Flag in the canton, and four red stars with white borders to the right. The stars pattern represents the asterism within the constellation of Crux, the Southern Cross”.

Arguments to change the national brand identity

1. Not clearly differentiated enough from other national Flags / Brands – The Australian and New Zealand flags are often confused.
2. Is not representative of the current social diversity of New Zealand – Ignores the Maori tradition and that of other ethnic inhabitants.
3. The National Flag / Brand is an artifact of the British Colonial Past and not reflective of New Zealand’s independent state. The current flag / brand was designed and adopted for use on Colonial ships in 1869 following an Imperial statute and became New Zealand’s national flag in 1902.

Arguments not to change the national brand identity:

1. The current flag / brand is representative of New Zealand’s history – no change is needed.
2. A change to the National brand would dishonor New Zealand’s war dead.
3. Opinion Polls don’t indicate a demand for changing the brand.
4. No other suitable brand logo alternatives are available.
5. Not worth the bother or expense (~ 26 million NZD).

The Union Jack Brand

Many of the flags of the world owe some of their heritage to the flags of colonial countries. Australia and New Zealand were previously British Colonies flying the Union Jack which is itself an amalgamation of brands / flags as follows:

Flag Consideration Panel

A Flag Consideration Panel made up of ” twelve respected New Zealanders” with representative age, regional, gender and ethnic demographics has been engaged since earlier this year to publicize the process, seek flag submissions and suggestions from the public, and decide on a final shortlist of four suitable options for the first referendum. The process will be described in greater detail in the second article of this series.

From almost 10,300 submissions, the panel has selected forty to proceed to the next phase of the process. In Mid-September, the panel will select four to be voted on by New Zealanders. Which four would you select?

Long List of potential flag options (August 10th 2015)

The Panel has reviewed all 10,292 suggested flag designs and announced an official long list of 40 flag designs. The designs included in the long list will go forward for further investigation as part of the official design review process. In mid-September, the Panel will announce the 4 alternatives which will be ranked in the first binding referendum.

Stakeholder input: Which Four would you vote for in order of Preference?

Although, the consideration panel surveyed New Zealanders as the primary stakeholders in the National brand between May and July this year to ask them what New Zealand stands for and what it means to them to be New Zealanders, it is not clear if they surveyed any external customers and according to John Key, the people most likely confuse it with the Australian flag. Here is an opportunity for you to choose your preference from the official long list of flag designs.

In the linked-in comment box to this post, list the four (4) best designs from amongst the 40 designs below, which you feel best represents New Zealand from your perspective, as follows:

1. First Preference
2. Second Preference
3. Third Preference
4. Fourth Preference

If you have the time and the notion, it would be great if you can explain what you like about your preferred option and why you feel it best represents New Zealand.

In mid-September, the Panel will announce the 4 alternatives which New Zealanders will be voting for in the first postal referendum this November – December. We will see how your preference as an external stakeholder / customer is reflected in the panel’s selection.

Long List of potential flag options (August 10th 2015)