Traditional Army crest discarded

"Changing the Army's near century old crest just because focus groups didn't think it was a strong brand is ridiculous," says National's Defence spokesman Simon Power.

"But what is more absurd is that Defence Minister Mark Burton said that the crest - depicting a sword and taiaha, crossed behind a crown and lion - was not a strong brand.

"He believes that 'better brand identity would give [New Zealanders] familiarity, security and trust in the New Zealand Army'.

"It's a credible, reliable and well-equipped Army, not brand identity, that assures New Zealanders that they are protected," says Mr Power.

"The traditional crest has provided "familiarity, security, and trust" in the New Zealand Army for many years. And for generations of our servicemen and women the crest has symbolised pride and strength.

"What's also absurd is that consultation alone for the new logo has reached $24,000, and the final figure for development and design, currently being withheld, will no doubt be even higher.

"For Mr Burton to allow the crest to be discarded is an affront to that tradition and to all those who have served wearing the crest," says Mr Power.

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