All Blacks Silver Fern


Creating a symbol of national pride.

Until 1986 the All Blacks silver fern had changed many times, but had no trademark protection. What the New Zealand Rugby Football Union needed was a unique device that would brand the team and give the union new merchandising opportunities. Our solution was simple, a series of elongated triangles that make up the shape of a silver fern. With a new registered logo under their wing, the NZRFU was able to move forward with plans for commercial activity that would grow the sport at all levels. The Silver fern has since gone on to become a world famous icon for New Zealand’s national sport, as well as a national emblem.

Watch Dave Clark speak on “The Making of a Kiwi Rugby Icon”


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