Bill English’s delivered his SOTN (Planet Key Edition) on Thursday 2-2-17. With Paula standing in moral support, Bill explained in simply down-home-country terms how we needed more police for the crime that wasn’t a problem, and more social investment for the inequality that didn’t exist, whilst simultaneously unveiling National’s new logo / brand. A pale blue re-imagining of the familiar N with 4 stars, that rather aptly matched an unremarkable speech from the new PM in election year. . .
Review’s of the new brand have so far have been few and less than headline grabbing.
National also debuted its latest party logo behind the new leader. It is an odd mid-blue (someone joked it was Colin Craig-blue) with the stars of the Southern Cross (subliminally telling that John Key fellow the old flag is here to stay under these guys).
“It’s modest, conventional and understandable”
“In the end, your logo will come to mean what you want it to mean, it’s really what the brand stands for and they need to put some effort into re-defining who they and what they stand for,”
Paula Bennett, the former beneficiary, was at English’s side at the later press conference – in front of a freshly-styled National Party logo using a lighter, brighter blue.
So far the new ‘brand’ has created about as much market penetration as the ill fated Whittaker’s K-Bar chocolate. Which coincidentally has a similar design
Perhaps they have learned from the errors of former leader John Key who heavily and badly invested in the ill-fated beach towel flag fiasco
Certainly the new logo is not likely to ever become a flag, and perhaps with good reason as this mock up reveals
Which leaves us with a perplexing realization, if you’re going to refresh it, change it, debut it, why not promote it?
Surely the point of re-branding is to create excitement, to reinvigorate those already engaged in the brand and to draw new punters in.
Instead we have a lackluster design, with little to no cut through, rolled out in what effectively is Nationals opening shot to the 2017 election campaign. I rate this effort a 1/10 with a red ink ‘see me after class’ note.
If National has aspiration to a forth term, if they hope to regain the every-man popularity of the ‘Key era’, they are going to have to sharpen up, and quickly.