The evolution of the iconic Kiwi Trademark
The iconic Kiwi trademark continues to be the most recognisable brands in New Zealand because the shape of the iconic Kiwi has been preserved throughout its decades-long history.
While the Kiwi has remained ahead of the curve, there have been key evolutions in the Kiwi trademark over its history.
New Zealand Code
The Kiwi became relevant for software services powered by NZCode.
For the first time, eligibility rules were developed for use of country of origin labelling on software services.
New Zealand Grown
The New Zealand Grown trademark was refreshed to align design with the New Zealand Made trademark. This logo provides labelling compliance with the New Zealand 2018 Country of Origin Food Labelling Act.
NZ Made Black & White
The Kiwi took on its most minimalist form yet as previous designs were consolidated into one. It’s still the same iconic Kiwi, in a triangle and a clear country of origin trademark that all licensees can use in their provenance marketing.
NZ Made Red & Blue
The updating of the classic blue and red Kiwi logo ensured the heritage of the Kiwi logo and its popularity was preserved.
Silver & Black Trademark
The Silver and Black trademark was developed from a similar 2011 version commemorating New Zealand hosting the Rugby World Cup.
Following the devastating earthquakes in Christchurch, the Love Christchurch Campaign was launched, accompanied by the Christchurch Made Logo. This was made available at no fee to all Christchurch-based companies.
Rounded New Zealand Made
The rounded version of the trademark was requested for by a number of businesses who wanted to modernise the look while retaining the traditional colours.
The Billingual Trademark was developed in consultation with Te Taura Whiri i te Reo Maori (Maori Language Commission) and features the words "Hokona Aotearoa Ake" literally meaning "Buy New Zealand Definitely".
NZ Grown Trademark
Agriculture, farming and seafood businesses needed a country of origin label for their meat, fish and dairy. Consumers recognise that products displaying this logo are New Zealand Grown.
Buy New Zealand, For New Zealand
The Buy New Zealand, For New Zealand logo was utilised by the Government-funded Buy Kiwi Made Campaign throughout TV advertising.
NZ Made Gold & Black
An 'up-market' colour option was requested by a number of businesses in the 1990s and so the Black and Gold version was born.
NZ Made Red & Blue
A simplified version of the original design that helped consumers know that the product was of 'New Zealand Made' origin.
"Buy NZ Made"
This simplified version of the original design that encouraged the consumer to 'Buy NZ Made' product.
Buy NZ Made Icon with Kenny the Kiwi
Kenny the Kiwi was created in a resurgence of the campaign in 1991. He was brought to life with a costume worn by campaign staff promoting the campaign at different events. Along with the trademark, Kenny The Kiwi was also used on TV to advertise the resurgence of the campaign.
Original Buy NZ Made Trademark
The original trademark for the Campaign when it was launched in 1988 with the slogan "Buy N.Z. Made & Keep Your Country Working".
Buy New Zealand Made Milestones
Our role is to provide brand and marketing tools to New Zealand businesses who make products here.
A Kiwi Original Show Launch
A new show called A Kiwi Original featured uniquely Kiwi stories contributing to New Zealand's future aired in February. By November, 80 businesses had been featured and A Kiwi Original had become one of the top 10% of most listened podcasts worldwide.
The Logo Hunter Launch
The Logo Hunter was launched to track down trademark breaches with the help of AI.
ShopKiwi launched as a shopping platform for Kiwis to discover New Zealand Made goods and services.
2019 - 2018
Making It New Zealand Series Launched
A series of 30 videos was launched featuring what New Zealand manufacturers and makers are creating.
Website Widget Launched
A Custom URL service was launched that verifies the printed Certificate of Licence to the digital database.
Celebrated 30 Years
The Buy New Zealand Made Campaign turns 30.
Listen to the original NZ Made Chairman Barry Brill speak.
Listen to the current Executive Director Ryan Jennings speak.
2017 - 2016
New Campaign Website
A new Campaign website is launched, including a licensee directory for greater Campaign and Trademark accountability.
The BuyNZ Market is launched, providing an exclusive platform to promote licensees, their New Zealand Made products and their stories.
2016 - 2015
Buy NZ Made Hero Awards
The Buy NZ Made Hero Awards are launched in November 2016, an initiative to turn some of the nation’s top NZ Made companies into Heroes.
Exhibitor of the Year
The Buy NZ Made stand consisting of various licensees wins “Exhibitor of the Year” at the 2016 CRC Speedshow in Auckland.
2014 - 2012
People's Choice Awards
The Buy NZ Made Campaign celebrates 25 years with the NZ Made People’s Choice Awards in October 2013.
2012 - 2011
Buy NZ website revamp
The buynz.org.nz website is revamped with a focus on helping licensees sell their goods online, drive traffic and increase networks, relationship building and interaction and includes the integration of getnzmade.net
2010 - 2009
Cottage industry membership implemented
The Cottage Industry Membership category class is implemented to help small business.
Major promotion through nationwide competition
A nationwide competition is launched through the Buy Kiwi Made campaign encouraging consumers where shoppers who purchased NZ made goods could go in the draw for prize packs filled with goods donated by members. Entry boxes could be found in most major retail stores in New Zealand.
Getnzmade website launched
The site getnzmade.co.nz which was partly government funded is launched for those looking to purchase New Zealand made goods online.
2008 - 2007
Trade shows organised to promote NZ made products
Buy Kiwi Made organised stands at Trade shows to exhibit NZ Made Products. Buy NZ Made continues to support its members at Trade Shows today.
Oliver Driver campaign launched to promote manufacturing
Buy Kiwi Made launches its well known Oliver Driver advertising campaign, breathing life back into NZ Manufacturing.
Buy NZ website relaunched with enhanced features
Buy NZ Made relaunches its website which now includes a member directory listing and a portal for members to order stationery online and download the artwork.
Buy Kiwi Made media campaign developed by the Ministry of Economic Development
The Buy Kiwi Made media campaign is developed by the Ministry of Economic Development in consultation with representatives of Business NZ, Buy NZ Made, NZ Council of Trade Unions, NZ Retailers Association, two independent advisers, and representatives of the minister and the Government spokesperson for Buy Kiwi Made.
2005 - 2001
Labour Party and Green Party sign a co-operation agreement
Following the General Election, the Labour Party and the Green Party sign a co-operation agreement that includes a Buy Kiwi Made programme being part of the broader programme of achieving sustainable development of the NZ economy.
Retail membership category launched
Prime Minister Helen Clark launches the Retail Membership category.
Multiple promotions and advertising of Buy NZ brand
Promotions run included newspaper advertising supplements, sponsorships and the Great New Zealand Christmas Stocking campaign where shoppers who purchased NZ made goods could go in the draw for a stocking filled with goods donated by members.
Employers' and Manufacturers' Federations merge to become BusinessNZ
The New Zealand Employers' Federation and the New Zealand Manufacturers' Federation merge to become BusinessNZ, which takes ownership of the Buy NZ Made Campaign.
1999 - 1988
Focus on promoting members' products
The Buy NZ Made Campaign had changed its emphasis from encouraging New Zealand consumers to buy locally made goods in preference to imported ones, to specifically promoting members' products, adding value to their companies by increasing sales.
Kenny the Kiwi TV adverts launched
TV ads feature cartoon Kenny the Kiwi, encouraging people to Buy NZ Made and Keep Your Country Working.
The first Kiwi Pride Festival held
The first Kiwi Pride Festival was held in March 1992. It had strong support from 2,000 retailers and generated more than 20 newspaper features and 30-40 radio and television items. A steam locomotive was repainted with the World War II slogan and ran rides for the public around Auckland. Festivals ran again in 1993 and 1994.
Mandatory country of origin labelling introduced
Mandatory country of origin labelling is applied to clothing and footwear in 1992 and use of the kiwi logo continues to grow.
NZ Industrial Supplies Office established
The NZ Industrial Supplies Office is established in the Ministry of Commerce to improve information for government buyers about domestic industry capability and the availability of domestic products and services.
TV commercial featuring Dame Kiri Te Kanawa
A new television commercial was run with production costs funded by the government, featuring Dame Kiri Te Kanawa.
Prime Minister and Minister of Commerce show support
The Prime Minister and Minister of Commerce write to the heads of all government departments asking them to ensure that local producers are given full and fair opportunity to compete for their business.
Buy NZ Made lobbies Government
Buy NZ Made lobbies Government to influence state sector purchasing practices.
TV promotion begins
1988/89 TV Advertising run to promote the campaign
Kiwi in a triangle logo available to promote NZ made products
Buy NZ Made is now a wholly-owned subsidiary of NZ Manufacturers' Federation and licenses use of the kiwi in a triangle trademarks and logos. Manufacturing members may use the logo on their goods that qualify, under the Fair Trading Act, to be labelled as 'Made in New Zealand'.
1988 - the Campaign launched
The Buy NZ Made message gains momentum with the launch of the campaign by the NZ Council of Trade Unions and the NZ Manufacturers' Federation, with principal sponsor Printpac-UEB.
Buy Kiwi Made
In 2000, Buy NZ Made requested funding of $200,000 from the Government to re-launch the Buy NZ Made campaign. The Government agreed in principle to support the campaign through Industry NZ but the funding was never released. Following the 2005 General Election, the Labour Party and the Green Party signed a co-operation agreement that included a Buy Kiwi Made programme being part of the broader programme of achieving sustainable development of the New Zealand economy.
The programme includes an $8.3 million media marketing campaign, a $1 million sector and regional initiatives fund and Government leadership through public sector procurement policies. In 2007 the Buy Kiwi Made media campaign was developed by the Ministry of Economic Development in consultation with a reference group that included representatives of BusinessNZ, Buy NZ Made Campaign Ltd, NZ Council of Trade Unions, NZ Retailers Association, two independent advisers, and representatives of the Minister and the Government Spokesperson for Buy Kiwi Made.
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