Brand update

 Page published: 3 June 2021

Toitū te Ōhanga, Toitū te Oranga.

We enable economic wellbeing and prosperity for all New Zealanders.

We’ve updated our brand to better reflect our purpose and the mahi we do on behalf of all New Zealanders.

This is the first significant change to our branding since our foundation and signals our commitment to being relevant, open, and inclusive. Alongside a new logo, our updated brand emphasises smart, simple and real language and imagery to reflect the diversity of the people we’re here for.

This update is another step in our work to modernise how we communicate across a wider range of channels and we hope you notice these changes as we gradually introduce them over the coming months.

The inspiration behind our logo

Inspired by the legend of Tāne Māhuta, our logo builds on our narrative as a kaitiaki (guardian) of the financial system in Aotearoa. This is more deeply explored in The Journey of Te Pūtea Matua: our Tāne Mahuta.

We thank the northern hapu Te Roroa, who act as kaitiaki to Tāne Mahuta, for their support in our use of this narrative.

Our adoption of this legend is honoured through the logo’s growing lines which represent the various parts of Tāne Mahuta, (the financial system), working together as one.

  • Nga Pūtake (roots) is the governing legislation
  • Te Tariwai (vascular), the payment and settlement systems
  • Te Toto (sap) speaks to the flow of money
  • Te Pekenga (branches and leaves), the system’s regulated entities.

The very top lines, representing the canopy, embody kaitiakitanga (guardianship) of the financial ecosystem. Its upward momentum, exemplifies our people all pulling together with the shared purpose of enabling the economic wellbeing and prosperity of all New Zealanders.

The white triangle formed at the bottom of the logo represents our three values – wānanga (integrity), tauira (innovation) and taura (inclusion) – creating a solid foundation to build our ecosystem on.