Air New Zealand, the national carrier of New Zealand, has used the koru as its central brand symbol since 1973. The koru is a Māori symbol based on the spiral shape of an unfolding fern leaf, and it has appeared on the airline’s aircraft tails and branding for over five decades.[1]
Design and History
Air New Zealand began using the koru logo in 1973, representing the tip of the silver fern. The symbol draws on native Māori art and culture, where it signifies new growth, strength and peace.[1]
In March 2006, the airline unveiled a refreshed brand identity. The updated koru was designed by tā moko artist Derek Lardelli, who created background images to feature behind the koru logo.[2] The new branding included a fern-like extension of the koru, described by the airline as representing the journey of the koru as it glides along the brow of the night sky.[3]
In July 2012, Air New Zealand announced a further livery overhaul. The airline dropped its historic teal colouring and began painting aircraft tails black, while keeping the koru design unchanged. Chief executive Rob Fyfe said the koru would remain “set within our national colour rather than the blue and green tones on our tails today.”[4] The airline also introduced new lettering for its name, developed with typeface designer Kris Sowersby and design agency Designworks.[5]
In 2013, the airline introduced a new aircraft livery featuring the official New Zealand Fern Mark, managed by Tourism New Zealand and New Zealand Trade and Enterprise, on a black and white colour scheme.[6]
Meaning and Symbolism
According to Air New Zealand’s own brand materials, the koru carries a combination of meanings. “Mango Pare,” the Māori name for the hammerhead shark, is an icon representing strength, speed and power, while the koru’s depiction of the growth of new fern fronds represents everlasting regeneration.[7]
The airline has described the koru as symbolic of new life and new beginnings.[8] The symbol’s cultural significance is so closely tied to the airline that in 2026, Air New Zealand renamed its Airpoints loyalty programme “Koru,” describing the name as long synonymous with the airline and evoking pride, belonging and a sense of place.[9]
Typography and Design
In late 2011, Kris Sowersby was approached by Designworks to work on a new logotype for Air New Zealand. The brief was to create “a wordmark that reflects an innovative, modern company but projects our history, credibility and with a timeless elegance.”[10] The new lettering was introduced as part of the 2012 livery overhaul, with the koru remaining unchanged.[5]
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