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 Union needed was a unique device that would brand the team and give the union new merchandising opportunities. Our solution: a series of elongated triangles that make up the abstract shape of the fern. With a new registerable logo device logo under their wing, the NZRFU was able to move forward with plans for commercial activity that would grow the game at all levels. The fern has since gone on to become a world famous trademark for New Zealand’s national sport, as well as a national emblem.