Air New Zealand

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As the preferred Airline of Middle-earth, Air New Zealand has developed a new brand identity as part of the continued drive for competitive advantage, brand alignment and customer satisfaction. Designworks developed the new visual identity in collaboration with world leading Kiwi typeface designer Kris Sowersby.

The font is a modernized version of the original typeface with ‘momentum, credibility and elegance’ that is better suited to Air New Zealand’s new brand promise of ‘liberating travelers from the ordinary.’ The iconic symbol, the Koru, remains and is set within the national color of black.

The new brand identity is being applied across all marketing and communication channels and is most visible at the 22 airports across New Zealand and 25 international ports.

The project was a classic example of extensive brand implementation, governance, management and guardianship, involving three complex and large organizations coming together to create one single and consistent brand.


In a competitive marketplace, the airline aims to be customers’ airline of choice when traveling to, from and within New Zealand. Part of the corporate strategy is to champion and promote New Zealand and its people, culture and business at home and overseas.

Competitive advantage is being built through the creativity and innovation of staff committed to the growth and vitality of the company and New Zealand. The new brand has been designed to inspire pride, is part of the Kiwi identity and is a symbol of Kiwi success on the world stage.

As implementation partner, Diadem’s work with the airline commenced with a feasibility study and audits to ‘verify their asset register and determine cost of change.’ Armed with a new signage kit of parts, Diadem has applied the new brand to Air New Zealand’s physical assets including offices and terminal buildings.

The Air New Zealand workplaces are designed to be energizing and to facilitate environments where all staff can make a difference. In 2013 the airline has won numerous global awards for customer experience, safety, sustainable tourism and employer of choice.

One such award is the 2013 Nunwood Customer Experience Excellence (CEE) Index* that measures companies that excel in the eyes of their customers.

Consumers consistently referred to Air New Zealand’s distinctive personality that came through at all customer touchpoints. The airline’s staff, in-flight entertainment, levels of passenger comfort, price and sense of fun, particularly when it comes to in-flight safety videos, all resonated with customers.

* The Nunwood Customer Experience Excellence Index has previously been carried out in the United Kingdom and United States. This 2013 study marks the first systematic look at the Australian market with Australian consumers providing over 50,000 separate evaluations of their experiences with leading brands.

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