Out with the new, in with the old

Royal New Zealand Navy

Branding, Logo & Identity

The Royal New Zealand Navy is a highly respected military organisation with a proud heritage. When they requested a brand new ‘modern’ logo, we said an emphatic, “No!”. Previously the Navy has used a number of logos, their selection and application seemingly random and inconsistent. With the exception of the official Royal New Zealand Navy crest (shown below), all these logos lacked recognition or meaning. Our proposal was to modernise the identity, by retaining the authority and equity held in the official crest, providing a modern and easy to use logo that presented their heritage and ‘mana’ (pride and respect). Feedback from Navy personnel has been overwhelmingly positive. Their pride in the new logo and brand direction a significant step in unifying the internal culture, while capturing the hearts and minds of potential young recruits.


Lead Designer, Project Manager – Andy Scarth

Creative Agency – Saatchi & Saatchi Design