As part of acknowledging our 20th anniversary, we revitalised our brand to better represent what our customers and communities have told us they want from their bank. Our refreshed brand better reflects the bank we are today and the ambition we have for the future and is a strong representation of the modern, progressive and inclusive country we have become.
A brand is a precious asset. It lets people know who we are, what we stand for and what we care about. What was current and relevant 20 years ago needs to be treasured but it also needs to evolve to reflect who we want to be. As we come of age it's a great time to reflect on the ambition we hold for the future."Steve Jurkovich, Chief Executive
This is Kiwibank
Our identity and logo are inspired by the concept of a thriving Aotearoa and were designed around the te ao Māori metaphor for a thriving whānau and community which is symbolised in pā harakeke.
Modal to play video
Inspiration from the Harakeke plant
In te ao Māori, a pā of Harakeke symbolise a thriving whānau and community. The outer leaves are the tūpuna, our ancestors, representing knowledge and wisdom. The inner leaves, the mātua or parents which protect and nurture the central new shoots, being the tamariki or children – the next generation and future growth. It’s a metaphor of our brands promise and expression and represents where we are today and where we’re going.
Our logo is formed of a Harakeke leaf reaching for the sun – alive, folding and twisting.
The folding Harakeke leaf is the hero of our identity system along with the wordmark. The frame is open, made from a slender leaf that can frame our stories.
The combination of both the dark and bright green along with the fold delivers three-dimensionality and again is inspired by the Harakeke leaf. The darker green being the shaded side of the leaf whilst the brighter is the side lit by the sun. The greens represent the best of Kiwibank and the introduction of black and white are synonymous with New Zealand.
Our brand colours are born of the Harakeke plant. They’re a nod to our past and an expression of our future.
- Karerā | Bright Green | The pursuit of growth
- Kākāriki | Dark Green | The mana of the great trees of the forest, maturity
- Te Pō | Black | The realm of potential
- Puāwai | Dusk | The flower blossom a metaphor of a healthy plant, where the bellbirds land to sing
- Te Ao Mārama | Clear & White | The colour of enlightenment and aspiration
Tohu | Symbols
As part of the identity, multi-disciplinary Māori artist Tristan Marler (Manawa Tapu) designed a set of tohu (cultural motifs or symbols) that represent our brand attributes. The Harakeke leaf forms the tohu and patterns that convey the three pathways toward a thriving community; Kia Marama, Kia Maia and Kia Manaaki.
Kia Manaaki / Show Heart
The Patiki pattern communicates balance between people and environment to produce a thriving, resilient community that can manaaki, or care, for others. When the environment is thriving, it enables people to thrive.
Kia Mārama / Know How
The Poutama pattern symbolises the pathway to higher states of enlightenment. It represents attaining knowledge that helps communities thrive. It inspires us to seek new and innovative solutions for the evolving needs of our customers.
Kia Maia / Be Bold
The Niho Taniwha pattern symbolises strength in leadership to navigating new pathways. It encourages us to represent our communities with courageous leadership, helping people participate and pursue their aspirations to thrive economically and culturally.
The Kiwibank Wardrobe
To better reflect modern Aotearoa, we collaborated with five leading local designers Barkers, Jen Sievers, Kiri Nathan, Little Yellow Bird and Standard Issue, to reimagine the workplace wardrobe. We're excited to launch the 46-piece collection which considers choice, accessibility, gender neutrality, and cultural and religious preferences to encourage our people to express their individuality.
Modal to play video
Kiwibank card designs
We want our cards to be a reflection of our inclusive culture, giving you the choice to stand with us in what we believe in. Our card designs incorporate interpretations of a Harakeke leaf, our visual expression of the concept of thriving, reaching for the sun, alive, folding and twisting. In Te Ao Māori, a pā of Harakeke symbolise a thriving whānau and community.
There are different Visa debit designs for you to choose from – just take your pick. The Rainbow design features Te Kahukura Kāpuia (referencing 'multicoloured', and ‘to gather or unite as one’), as a symbol of the pride we have in our Rainbow Community.
Modal to play video
Where we’re heading
Our identity will be consistent everywhere. It’s a journey and an intent and is something we’re committed to doing for all our customers.
Enabling get ahead Kiwi to thrive is at the core of our identity and is represented both visually and over time will be embodied by everything that we say and do. It helps us look ahead on how we deliver on our purpose of making Kiwi better off.