This brief is one of three competitions running concurrently, in order to explore (and reward) elements that will be field tested and developed into the next iteration of this much loved brand.
This is the 'mascot' competition:
Logo/mascot exploring any concepts containing a kiwi.
The words 'Be A Tidy Kiwi' are not to be appended, but could form the image/art itself.
The image will be viewed both close up and from significant distances such as on signage in parks.
The image most often appears in a single colour on a white background, because of its varied uses.
It is relatively uncomplicated and distict enough to be instantly recognisable.
The other two are:
The 'open' competition:
The 'eyes' competition:
If you have a kiwi design with eyes, feel free to enter it into both the eyes and the mascot competitions.
If you have a non-kiwi design with eyes, feel free to enter it into both the eyes and the open competitions.
Core idea: Unified Guardianship or kaitiakitanga (Maori word for guardianship)
New Zealanders are proud of our country, our people, the land and its beauty.
Be A Tidy Kiwi unifies us in our guardianship of what we love.
The way we think and act as individuals and as a group.
We are for all New Zealand, young and old, new residents and those who have been here longer.
We are from the people for the people, we don’t align ourselves with corporates or other entities
Whilst we are asking for change in behaviour, when people fail we don’t chastise them for it, we are supportive and understanding
Take ownership. Be proactive. Be honest and have integrity.
Confident/believe in the vision
Approachable/conversational/humanistic & have a sense of humour
Directions to explore and other considerations:
New and distinctly different reference to a Kiwi bird
Other distinctly New Zealand icons
Not using a bin in the logo as it may convey that someone else will pick up your litter.
Community based social marketing principles show icons that convey a sense of society watching you (eyes) can cause positive behaviour change.
That people will often be seeing the visual identity from a distance and therefore simplicity and clarity are important.