Labour has unveiled its brand new logo, revealing a stripped back, cleaner, all-red design, complete with a stereotypical Kiwi fern. The new design coincides with the launch of Labour’s new website, which, like the logo, looks cleaner and features added social media platforms like Twitter, flickr, YouTube (where you can watch politicians to your heart’s content) and a “join the conversation” Facebook button. And after a fair bit of digging and probing, we can reveal the creative buffs behind the new design are advertising agency Barnes, Catmur & Friends, though the agency's head of design, Crispin Schuberth, was responsible for the final logo design.
While the logo is new, it's actually intricately tied into the Labour Party of old. In keeping with what Daniel Barnes, creative director at Barnes, Catmur & Friends, describes as "...the Labour essentials and fundamental truths," the design harks back to the 1930's when the fern was a prominent element in the Labour Party. Back then it was common place for Labour Party politicians to wear silver fern pins.
“We did a lot of research with stakeholders and eventually the fern won through," says Barnes.
He says the agency had about six months to chip away at the new design and give the old logo an "upgrade". And because Labour is, after all, a political party with bigger fish to fry, Barnes says the agency was pretty much left to its own devices, though there was plenty of stakeholder interaction.
"Labour were more focused on policy rather than interfering too much in the design process," says Barnes. “A lot of these logo design can be quite fraught, particularly when you move into a highly politicised area. But this was a very smooth and cooperative process. All the stakeholders rallied around and we consulted with them closely as we went along.”
Brendon Burn's central Christchurch office was the first to be fitted out with the new logo in February.
It's in with the new...
And out with the old...
A very square number from the 1970s...
And while we're at it, have a gander at how campaign posters/billboard designs have changed over the years.