3 Benefits: direct

• A simple square background or enclosure is easily scalable. Having neither portrait nor landscape orientation, this perfect shape is neutral with respect to any outer and larger design elements.

It therefore maximises the number of different applications to which the concept can be applied easily.

In flag form, a square shape requires less wind to lift than a long, rectangular or a double-square shape [the current flag]

• The island concept is almost unique – only one other country has an island on their flag [Cyprus]. This employs the rare yet obvious advantage of our being an island nation. Plus, the singular, distinctive shape of our particular islands.

A two-colour design is bold and in print form is not expensive to reproduce. Two-colour simplicity could contrast – in different variants – with varying degrees of detail in the coastline. The flag variant should have an agreed, fixed specification though

• Diagonal attraction – the overall shape of a diagonal is dynamic and attention-getting. A diagonal exists in contrast with the typical, close-by enclosing elements that are either vertical and/or horizontal: e.g. a flagpole and the sides of flag; rectilinear printed matter, including envelopes; the sides of a computer screen; a building or a billboard. The diagonal angle is relatively rare in the built environment.

The logo 100% PURE NZ takes good advantage of the gift of the diagonal shape.

The overall diagonal appearance is one of the main stand-out advantages of our islands as a shape. The overall islands outline is slim and elegant; the details in the shape – Hauraki Gulf, the Marlborough Sounds and Fiordland – hold intrigue
• Versatility – the positioning of islands on the right side has the advantage of leaving generous blank space on the left – in other guises – for symbols or wording. For example, as part of a logo or letterhead for government agencies