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Silver Fern Designer calls for robust process in Flag Change

Silver Fern Designer calls for robust Design process in any Flag Change

The Graphic Designer responsible for the All Black’s Silver Fern says it’s time for a new Kiwi flag, but the fern may not be the best option.

In 1986, The New Zealand Rugby Union commissioned Dave Clark to create the first trademarked logo for the All Blacks, a process organised by Rugby great Andy Haden.

The comments follow Prime Minister John Key’s renewed calls for change to New Zealand’s 145 year-old flag.

Dave says a referendum is good makes sense.

“It’s a good way to start what needs to be a robust design process, one where lots of viable alternatives get worked through”

While the Silver Fern on black background’s become the most-used kiwi image, Dave says using black is a double-edged sword and could cause problems as a national flag.

“In branding and packaging, black gets used to indicate premium positioning, think chocolates or coffee”

“In Western culture it’s also the colour of mourning, sadness and death”

Dave says there’s already been a wealth of work done on viable alternatives, most recently led by the late Lloyd Morrison and the NZflag.com Trust.

Dave Clark is the Principal of Dave Clark Design Associates. He’s twice been the President of the New Zealand Designers Institute. His thirty-five strong company provides design and communication services to corporate clients from offices in Auckland, Wellington, and Melbourne.


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