Standards New Zealand was looking for a refreshed identity to start the new decade. Chief among their concerns was the ease with which printers could handle their logo at various sizes.

A new mark was created, and inspired by the many bound printed booklets of standards documentation, which represent the bulk of Standards New Zealand's business. A new visual language was also developed around readability and ease-of-use of standards materials, featuring vibrant colours, and interlocking fields reminiscent of the new mark, to inject a sense of energy and enjoyment into what are usually dry, technical publications. Use of home grown typography complete the new identity system.

Standards New Zealand is thrilled to have a new, unique brand have begun applying it across all brand touch-points. Interestingly, their top reaction has been how different the new Standards branding looks when compared to the standards branding of virtually all other national, regional, and international standards bodies and organisations.