Air New Zealand unveils a brand new look
27 March 2006
Air New Zealand unveils a
brand new look
A stylish new uniform, distinctly New Zealand greenstone colour palette, a beautiful extension of the koru, and a more relaxed and friendly way of greeting customers were key changes unveiled today, in the first stage of Air New Zealand's progressive transition to a new brand identity.
>From 12.01am last night NZ time, more than 5000 staff in airports and offices around the world embarked on a 24-hour synchronised changeover from the old to the new Zambesi-designed uniforms. A further 180 crew onboard 13 flights operating over the scheduled time, including crew from Air New Zealand's inaugural Boeing 777 service from Narita, also embarked on a mid-flight changeover.
At the same time, the airline worked throughout the night to install new greenstone coloured walls featuring a fern-like extension of the koru, behind check-in counters at Auckland, Wellington and Christchurch airports, and removed desks at the entrance to Koru lounges in Auckland, Wellington, Christchurch, Sydney and Los Angeles.
Air New Zealand Chief Executive Officer Rob Fyfe said the uniform and brand refresh marked a new chapter in the airline's history.
"The refreshed branding and new uniforms are more than just a change in the way we look. This is the first brand refresh we've undertaken in more than a decade and reflects the journey we are on towards creating a more uniquely New Zealand brand that celebrates pride in our own country and the warmth, integrity and diversity of our people, culture and spirit," said Mr Fyfe.
"As a country, we are renowned for our breathtaking scenery and landscapes, and our Maori heritage and uniquely New Zealand culture. Here-in lies the inspiration for our new uniform, based on a distinctly New Zealand colour palette reflecting the colours and textures of our country, woven from New Zealand merino wool and featuring Maori designs created by Maori artist, Derek Lardelli."
New Zealand's landscape is also a key inspiration for selecting a rich greenstone colour as the foundation for the airline's new brand identity. Interwoven into the branding is the new fern-like extension of the koru which represents the journey of the Air New Zealand koru as it glides along the brow of the night sky.
Complementing the airline's drive for a more uniquely New Zealand identity is its quest to deliver distinctly New Zealand style service.
"As a nation, we are renowned for our sincerity, warm and friendly manner, spontaneity and easy going nature. Here-in lies the reason for removing the overbearing desks at the entrance of our Koru lounges.
"Part of our new look identity is about learning to embrace and share the characteristics that underpin our Kiwi nature, so from now on, our staff will greet Koru lounge guests with a welcoming smile just as any Kiwi would welcome guests into their own home," said Mr Fyfe.
Air New Zealand will progressively introduce its new brand identity to airports, lounges and offices around the world over the next two years.
Key features of Air New Zealand's new brand identity:
New Zambesi uniforms The most globally visible brand change, more than 5000 staff from airports and offices around the world stepped into stylish new Zambesi-designed uniforms, six months after they were first revealed at Air New Zealand Fashion Week 2005. Designed in consultation with uniformed staff representatives, the new uniform features a distinctly New Zealand colour palette mirroring the greenstone, teal, schist and slate hues of our land, sea and sky; a Maori motif created by the talented Derek Lardelli; soft fabric woven from the finest New Zealand merino wool, and hallmark curves inspired by the koru.
New Zealand Greenstone A deep rich greenstone colour replaces the incumbent blue Pacific Wave colour. Following today's unveiling at Auckland, Wellington and Christchurch airports, the new colour will be progressively introduced in all Air New Zealand environments over the next two years. Inspired by the colour of the Pounamu, the prized gemstone found throughout New Zealand, this deep rich colour reflects New Zealand's lush fauna, landscapes and forests.
Koru - renewal and rebirth The Air New Zealand Koru, itself a symbol of renewal and rebirth, is iconically linked to Air New Zealand's heritage. Signifying the airline's new direction and growth, the koru has been extended and will eventually be woven throughout all of Air New Zealand's signage, products and collateral.
A New Zealand style greeting Desks at the entrance of Koru lounges in Auckland, Wellington, Christchurch, Sydney and Los Angeles have been removed to enable staff to welcome and greet customers in a more friendly and relaxed manner. Staff at Air New Zealand's new Melbourne lounge, which officially opens tomorrow, will also extend a New Zealand style greeting.
A stylish pod made from rustic-inspired New Zealand materials such as totara wood and riverbed stones will provide reception functions.