The information contained in this document is intended as general guidance for use of the New Zealand Government Identity.
He whakamārama Background
The New Zealand Government Identity is used by the Public Service and some public sector agencies to identify how funds are being used to provide services, programmes and infrastructure.
In August 2021, the New Zealand Government (NZ Govt) Identity replaced the All-of-Government (AoG) Brand Identity. The NZ Govt Identity was updated to include a logo mark alongside guidance on the use of typography, colour palettes and imagery.
In May 2026, the bilingual NZ Govt Identity name and logo mark were updated to show the English name ‘New Zealand Government’ first followed by te reo Māori name ‘Te Kāwanatanga o Aotearoa’. This change gives effect to a ministerial decision.
Te Whakaurunga ā-Ūmanga Agency Application
The use of the NZ Govt Identity applies to all Public Service departments, departmental agencies, interdepartmental ventures, interdepartmental executive boards and Crown agents. Other categories of Crown entity and agencies in the wider public sector can use the responsive logo mark (excluding the Coat of Arms) if they wish, or as invited by Responsible Ministers.
The NZ Govt logo mark can also be adapted for individual agency logo marks. New agencies and those looking to re-brand should adopt a logo mark in keeping with the NZ Govt Identity logo mark. Over time, the use of common logo marks and brand identities will help ensure we are easily recognisable as members of the Public Service whānau.
The Policy and Guidelines provide information on the objectives of the Identity, where agencies can apply the logo mark, along with implementation and exemption guidance.
The Technical Style Guide provides information about the different logo mark options, guidance on common applications and examples of incorrect application. This should be read in conjunction with the Policy and Guidelines.
There are five logo marks to identify communications collateral as having been produced by the New Zealand Government. Design professionals unsure about which logo mark should appear on communications collateral should refer to these guidelines and/or consult with the government agency they are working with.
PNG files of the five logo marks (attached below) are available in black and knocked-out white for standard publishing requirements. This artwork must be used for all applications. The NZ Govt Identity logo marks cannot be modified. If you need Illustrator, EPS or SVG formats, please email us at the address below.
The administration of the NZ Govt Identity is the responsibility of the Public Service Commission Te Kawa Mataaho. Please send any questions to the Communications and Engagement Team.
NZ Govt Identity – Policy and Guidelines