Redesign the New Zealand flag. Keep it as simple as the Swiss and Japanese flags. Capture the spirit and culture of New Zealand in one icon that is distinctly recognisable as being New Zealand.
When designing a new identity it is important to have a strong point of difference from your competitors. Of all the flags on the world stage no one can take ownership of black and white.
It was tempting to retain the Southern Cross but there were a large number of countries using this symbol. With the Union Jack we found more than 30 flags that incorporated it.
What is the one icon that represents New Zealand? Is our core national symbol the blind, flightless and nocturnal Kiwi, a koru, tiki, or is it the silver fern?
The silver fern is the symbol most New Zealanders can identify with. It has represented us as a nation in many forms, from the sporting stage to the NZ Army. It embodies our country's natural beauty and environment.
We stripped the fern back to its most simplified form, so it didn't compete with other predominantly sporting fern icons, and took into consideration the movement of flags. Having an organic, flowing and simplified fern symbol allows the flag to come to life.
Special thanks to Lloyd for the vision.
Cameron Sanders
March, 2004