New uniforms, new planes, now a new-look logo for Air New Zealand.
The national carrier is poised to unveil an updated version of its distinctive koru logo, which will be rolled out on Monday morning alongside new corporate colours and staff uniforms.
The current koru design stays but has been
given a new backdrop, adding depth and texture.
Initially it will be introduced throughout Air New Zealand's new pounamu-coloured welcome walls behind check-in counters at Auckland, Wellington and Christchurch airports.
It will then be introduced on all Air NZ signs and promotional material.
The Air New Zealand koru mark represents mango pare, the hammerhead shark, a symbol of strength, speed and power. The koru as it relates to the fern frond means renewal and rebirth.
Designed by ta moko artist Derek Lardelli, it represents Te Ika o Te Rangi: a legendary basket containing special beings. The star constellation Mangoroa (the Milky Way) is shown, where the long mango (shark) glides along the brow of the night sky. Lardelli's other works have included composing the All Blacks' new throat-slitting haka and he designed a silver fern for use on the New Zealand Commonwealth Games team uniforms.
From 12.01am New Zealand time on Monday, Air New Zealand staff will also be stepping out in their new uniforms, designed by local fashion house Zambesi.
Company chief executive Rob Fyfe said the change in koru design was part of a wider process aimed at making the airline entirely New Zealand.
"We've very much brought in a focus over the past few years that says we're only about one thing - that's New Zealand," he said. "Our whole focus is on routes to, from and within New Zealand. We want to emphasis both to New Zealanders and to visitors to New Zealand that our whole reason for being is New Zealand."
New Zealanders identified with the koru, so the idea was to make it more visible throughout the organisation.
The new branding is being progressively rolled out to all areas of the business over the next two years and will soon be painted on the tails of all Air NZ planes.
