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​​Culture, identity and branding

Incorporating agencies’ culture and identity into the workplace

A new workplace project provides the opportunity to consider how an organisation’s brand and cultural values are reflected in their physical environment. This can be through:

  • layout
  • worksetting inclusion
  • technology deployment
  • signage
  • wayfinding, and
  • overall look and feel.

A co-location brings together multiple brands and cultural identities, with each agency placing different priorities on how they’re reflected in the workplace.

When developing a workplace design, you should:

  • follow the Government workplace design standards and guidelines consistently across the building for all agencies
  • apply a consistent approach to placement of built zones, furniture selection and layout on all floors
  • keep the workplace palette agency-neutral. Think about wider contextual influences to direct the look and feel, such as regional or architectural influences
  • incorporate agencies’ artwork and taonga into the overall design
  • treat customer facing/service delivery areas in a coordinated way, but acknowledge the distinct brand requirements of each agency. This may mean creating dedicated transaction areas with appropriate wayfinding integrated into the overall design solution. You may also need to create display areas for collateral, or upskill receptionists to deal with transactional queries for all participating agencies consider using the all of government logo as a unifying brand element for signage. This may not be appropriate for all entities, particularly where an agency needs to be viewed as independent from central government, or where casual walk in transactions need to be supported
  • avoid defining agency areas through look and feel, including the application of brand specific statements, graphics or other imagery.

Using the New Zealand government brand

The all-of-government brand is available for agencies to use on physical signage at co-location sites.

Using this brand as the overarching identity component for signage:

  • reflects a cooperative government approach
  • reduces costs associated with signage changes during the tenancy should occupants change
  • supports a consistent and neutral approach to look and feel for the site.

You should only use the New Zealand government brand on:

  • external signage
  • building directories, and
  • internal areas that are publicly accessible, like reception areas.

The brand does not extend to other areas of the working environment, such as graphic images applied to walls, or privacy film.

How to apply the New Zealand government brand

The all of government brand is designed to work alongside agencies’ own brand elements. The ‘New Zealand Government - Te Kāwanatanga o Aotearoa’ logo has been identified as most appropriate for use in internal and external building signage. We recommended this logo is used, with the building’s tenant agencies listed underneath.

You should use the New Zealand government brand:

  • in publicly accessible areas of the tenancy and on external signage (under canopy, external façade signage or stand-alone signage at street level)
  • on stand-alone signage at street level, agency logos can appear underneath the New Zealand Government brand in alphabetical order.
  • on under canopy or external façade signage, use the NZ Government brand only.
  • on directory boards, agencies will be guided by the landlord’s design. Agencies can list the participating agencies under the New Zealand Government wording or logo, as appropriate, or simply list the participating agencies.
  • on internal signage, you should:
    • display the brand in an area of the reception/waiting area or lift lobby that is clearly visible for visitors to the floor
    • display agency logos or names underneath, where there’s room and it makes sense from a design perspective
    • introduce additional wayfinding indicators where there are separate transaction counters and general enquiry counters
    • use a wall colour that provides good contrast for the New Zealand Government and agency logos, in accordance with each agency’s branding guidelines.

GPG is responsible for the correct use of the New Zealand Government brand in accordance with State Services Commission (SSC) guidelines. You can contact us at info@gpg.govt.nz to ensure your version and application of the brand is right.

New Zealand Government brand information