Introduction [a]

• A RE-DESIGN of the New Zealand flag has often been viewed in isolation. Instead of starting with a particular flag design and then assessing it, it may be more productive to begin by thinking about the right criteria for a new flag.

Designs have been sought for the purpose of flag use – only. That was fine for Victorian times for use on ships and on buildings. But as we progress further into a century of multi-media and highly portable display devices, it may be more effective to consider first a generalised symbol for New Zealand, of which flag use is merely one instance.

In order to gain the greatest overall international advantage, it may be necessary to sacrifice a few traditional aspects of the ideal flag.

Aesthetics are normally a matter of personal taste. Although they’re important, aesthetics shouldn’t be the sole consideration. Otherwise, a symbol could represent an average, or lowest- common-denominator, personal taste – and disregard other desiderata.

• SUFFICIENT conditions – It should not be enough that the style of a new flag is merely liked. A new flag should meet important criteria beyond simply looking nice.

The most sensitive and significant use of a NZ flag is as a symbol overseas. Our land is mid-way in size between the United Kingdom and Italy. But by international measures we are still a small country.

A flag should be able to stand out and be recognised easily, in order to make the maximum impact in the long term. If a new flag is contemplated, the need to work hard to be noticed is no less true in the short term. This is especially so for a small country with an international presence that is no more than commensurate with our population.

For the widest possible international recognition, ideally, a symbol should not depend heavily on linguistic, cultural, political or historical references that might not be understood immediately. The less interpretation and explanation needed to people overseas, the better. In order to have the best utility, it should be effective for trade, exporters and tourism.

THE big test should be: is the design likely to achieve the widest possible easy international recognition?

Not all other countries are as outward-looking and internationally aware as NZ. A new flag or symbol for NZ should spur immediate association with the correct country.

Ideally, it should not require further information to make the connection, even for those who may know nothing more about NZ than its location on a world map.

But even quick global recognition should not be a sufficient criterion. A new design should be more than just a flag to be hung and flown.

• BRAND extension – In the 21st century with multiplying media, a new design should have an eye to branding and to use beyond just outdoor display in the wind. In the Internet age, it needs to be as multi-purpose as possible.

The ease of extending a style or theme – to as many different media as possible – will lever the most advantage from the link. This is enhanced if the concept is simple, adaptable, accessible, transcending and all-embracing.

Ideally, a symbol should mean NZ: no more and no less; and be able to be adapted easily and used by commerce for marketing purposes, as well as by agencies of the State.

continues in post: Introduction [b]