LEFT Previous visual identity (NZ Immunisation). RIGHT New visual identity (NZ Immunisation).
National Immunisation Visual Identity / Te Whatu Ora – Health New Zealand / 2023
VISUAL IDENTITY
The new National Immunisation design system was developed in collaboration with Māori designer Bridgette Keil (koukou.nz) and Māori cultural consultant, Erin Sterling. This Te Tiriti-lead approach enabled an inclusive tone of visual communication, with our objective to reach more New Zealanders, especially our equity groups – Māori, Pacific and Disabled People.
Together Erin and Bridgette breathed life into this kaupapa with the Te Ao Māori understanding of ‘Kotahitanga’ – togetherness. This concept is embodied in the Porowhita Tohu (circle symbol) which is made up of the Haehae and Te Niho Taniwha designs. The pattern signifies unity, strength and protection.
In Te Ao Māori the circle represents non-linear time and everlasting life. It is a universal symbol and the Tohu was designed to be inclusive of Pasifika and relatable to New Zealand Pakeha and other ethnicities. It also provided a continuum with the previous Immunisation design system. The Whāriki (repeat pattern of interlocking Porowhita) communicates building protection together.
With this symbolic framework I created the Visual Identity Style Guide and following Immunisation collateral. The colour palette evolved around existing vaccine colours used in operational and campaign artwork. Covid-19 purple being an example of this. The font Omnes remained a thread of continuity with earlier Health Promotion and Unite Against COVID campaign work.
LEFT Info.health.nz (immunise.health.nz) was developed by Rachael Hockridge with Gusto Design. RIGHT Illustration by Renēe Feith
