Government workplace branding guidelines

The look and feel of your workplace is an extension of your brand – it reflects the image, vision, values, and mission of government and your agency.

The New Zealand Government approach to branding

A consistent approach to workplace branding in government buildings helps to support the direction set by Te Kawa Mataaho for an improved system-wide approach and cross-agency collaboration. It also allows us to create recognisable New Zealand government buildings with a similar look and feel, and accommodate staff and visitors with vision and mobility needs.

Branding consistency lets agencies increase and decrease their footprint more easily over time, and delivers cost savings for agencies through economies of scale.

Who should use government branding

Government property mandated agencies should apply New Zealand Government branding and apply these guidelines to new or refurbished office accomodation, or offices that are undergoing a rebranding exercise.

Government property mandate

The guidelines apply to single tenancy, co-tenancy and co-location buildings. Government agencies, entities or organisations who are co-located in a building where the lead agency is mandated should also follow these guidelines.

Public sector operational areas aren't within the scope of these guidelines.

Elements of workplace branding

Workplace branding can include:

building or workplace colour palettes, materials and textures
artwork
frosting to glazed areas
fittings and furniture
signage and wayfinding.

Government property branding guidelines don't include things like stationery and digital branding.

Implementing these guidelines

There are two main methods of applying workplace branding, depending on your agency and location needs:

Enduring application methods. Any type of workplace branding that is permanently fixed to a building, glazing or structure in a way that helps it to resist typical wear and tear over time, and makes it hard to remove. For example, wayfinding signage.
Transitory application methods. Any type of workplace branding that can be removed or relocated quickly and easily. For example, pictures of an agency's logo hung on the wall.

Primary, secondary and neutral branding

Primary branding is prescribed by Te Kawa Mataaho Public Service Commission. Secondary branding is agency specific, and neutral branding has no affiliation with any particular agency.

These guidelines may not be appropriate for all entities, particularly where an agency needs to be viewed as independent from central government, or where an agency provides a transactional service to the general public.

Primary branding

Primary branding is not agency specific – for most agencies it will be the New Zealand Government logo, as prescribed by Te Kawa Mataaho.

It should be enduring and clearly on display in reception and public interface areas, and as primary signage on the main directory. If an agency relocates from a building and another agency takes the space, the primary branding stays in place.

Primary branding can be used in combination with secondary branding, for example the New Zealand Government logo together with an agency logo.

Displaying the New Zealand Government logo means an agency aligns with the objectives of this logo:

Tapatahi | Unity – To visually reinforce a unity of purpose across the public sector, providing cohesion across the diversity of individual departments, agencies and other entities.
Hōrapatanga | Visibility – To increase visibility of government services by improving public recognition through consistent imagery linking government-funded services, programmes, products and infrastructure.
Ngākau Pono | Trust – To develop and promote trust through the clear identification of government initiatives and services.
Pūataata | Transparency – To support increased transparency of government spending.

New Zealand Government identity – Te Kawa Mataaho Public Service Commission

The New Zealand Government logo, compact coat of arms version

Secondary branding

Secondary branding is agency specific and should not be permanently fixed. It needs to be transitory and will move with the agency when relocating.

Transitory applications can range from banners and flags to stationery and meeting room-naming conventions, and may include agency specific signage, logos, images and artwork.

Logos should be clearly on display in reception areas or on a main directory board, with the New Zealand Government logo at the top, followed by the same size, or smaller sized individual agency logo.

The Treasury using secondary branding on a frosted glass pane, which can easily be taken down

Neutral branding

Neutral branding, where nothing is unique to a government department, aims to represent a joined-up government and streamlined services.

It should be applied throughout the office environment, to the front and back of house, in order to provide a consistent theme. This includes enduring elements such as: