03 February 2011

Now It's IPONZ Getting a Facelift...

Further to our report earlier this week on IP Australia's new Corporate Branding, we have belatedly learned that its counterpart across the Tasman is undergoing a similar revamp.

The Intellectual Property Office of New Zealand (IPONZ) announced in November last year that it would be 'adopting a new visual identity' to align with the 'fern branding' already applied to some other government departments and activities.  (The 'fern' in question is New Zealand's widely-recognised national emblem, the silver fern, or cyathea dealbata.)

In the corporate world, rebranding is usually an 'overnight' affair, of out-with-the-old and in-with-the-new.  Theory has it that one should not confuse one's customers or clients with conflicting elements of corporate identity and culture.  Government departments, on the other hand, find it hard to justify expenses such as binning piles of unused stationery still bearing the old branding.  As old stocks are depleted, these are being replaced with stationery bearing the new brand image.

In the past week, we have started to see patent examination reports on new stationery, suggesting that those old stocks, and the old image, are now on the verge of extinction.

So this is our farewell to the old IPONZ...



...and hello to the new!

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