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Coastguard rebranding

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After many years with a recognisable image, it's time to shake things up, change the name, change the logo!



Whether it's sharing all we know through our education programmes, giving you a tow home or coming to your rescue, we're here for boaties – whatever their waka.

Our new look and feel is designed to do just that. It’s more approachable, friendly, more relevant to all New Zealanders, regardless of their background or experience on the water. In short, it’s closer to who we are today – not an enforcement agency guarding the coastline or checking the size of your catch, but a hard-working crew of professionally trained volunteers enabled by staff, who are simply here to help every single boating, fishing, foiling, kayaking, paddle boarding Kiwi. 24/7, 365 days a year, no matter the weather.


Why are you now calling yourself Coastguard Tautiaki Moana?

As we continue our journey to embrace and honour Te Ao Māori (the Māori worldview), we've taken a significant step by embracing our name 'Tautiaki Moana.' This decision holds immense significance for us, stemming from the gracious taonga (gift) presented to us by the Te Arawa iwi in August 2021. Being entrusted with our Māori name is an extraordinary privilege that deeply influences our daily actions, our new visual identity, and the way we share our story.

This taonga also symbolises our drive to ensure that everyone, no matter their gender, age or ethnicity, can enjoy Aotearoa New Zealand’s waters safely and with confidence.


Why did you change your logo?

Our new logo does a better job of reflecting who we are as an organisation – not a law enforcement agency but a trusted mate saving lives on the water, 24/7, 365 days a year. It also helps broaden our appeal within communities most at risk of drowning, particularly Māori and Pasifika, but also amongst new and younger generations of boaties taking to the water – in whatever waka they choose.


Where does the funding come from for the rebrand?

This work has been supported through dedicated budget allocations, entirely separate from the donations or membership fees we receive. We've taken proactive measures to ensure our essential services and operations remain well-resourced. Any expenses related to the roll out of our new look are carefully managed within our existing budgets and future expenditure plans.


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32 minutes ago, Cameron said:

After St Johns rebranded donations dropped... would have thought Coastguard would learn from that!

Who is this St Johns you speak of?

I've only seen Hato Hone something something driving what look like ambulances.

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I am pretty sure that it's still going to be "Coastguard" for the foreseeable, since no one it going to be saying "quick, call the Tautiaki's when they hit the rocks. It's a nice gesture, but it's just a marketing slogan in the same way the dolphins were plastered over everything in the 90's.

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13 hours ago, SloopJohnB said:

Another organization going woke.

The s0ftc0cks will want every one wearing lifejackets next.

It's a disgrace to the newzild culture of dying like men.

White men.




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Yep- as a golden rule, NEVER let a marketing department into anything at your peril. So they have spent tens of thousands [ or probably hundreds of thousands ] on a totally unnecessary exercise. Coastguard units  have to sell raffle tickets to raise funds for local units every summer, and here their marketing dept. is splashing out like there is no tomorrow. We all know Coastguard, it did not need marketing, and a new logo and paint ain't going to assist saving anyone's lives. The front end of Coastguard, all volunteers, does a helluva good job in assisting us when needed, well done you guys.

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On 27/04/2024 at 8:44 AM, alibaba said:

We all know Coastguard, it did not need marketing, and a new logo and paint ain't going to assist saving anyone's lives.

Yeah, everyone knocks marketing until sales drop through the floor, then it's marketing's fault.

You need to consider whether you (we) are the target of the new branding.  I'm picking not.

We are already clients.  The rebrand is aimed at those who are not at the moment.

I'm picking the rebrand is to appeal to a younger and more diverse clientele.  More members, more $, more support for the service.

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