Corporate resources

The KiwiSaver brand

The KiwiSaver logo provides a clear, strong, simple identity for the KiwiSaver savings initiative. When someone sees the KiwiSaver logo, they'll know the message is about KiwiSaver.

The branding concept was arrived at after exploring lots of different designs, careful research, and listening to the people who will be part of KiwiSaver.

The KiwiSaver logo is:

• uniquely New Zealand in its design and colouring
• clear and simple
• "friendly" yet professional.

The branding also has a Maori name: Poua he Oranga. Its literal translation is "establish a means of support". In the context of the KiwiSaver savings initiative, this encapsulates the idea of preparing for the future.

Trademark and licensing

KiwiSaver is the intellectual property of Inland Revenue.

Inland Revenue will grant a non-exclusive licence to KiwiSaver scheme providers and others to use that trademark in New Zealand in connection with their involvement with KiwiSaver. A licence agreement will be included as part of the Scheme Provider Agreement.

Inland Revenue has produced guidelines for the use of the KiwiSaver brand. These cover the logo, colour range, typeface and some specific wording. Together, these elements make up the KiwiSaver branding.

Other organisations wishing to use the KiwiSaver brand will have to apply to Inland Revenue for permission. Email communications@kiwisaver.govt.nz

Date published: 29 Jun 2007
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