That's the Spirit!
Redefining the RSA

With an aging demographic and the advent of 24/7 entertainment and hospitality options, the RSA brand – a mainstay of Kiwi society – appeared increasingly uninviting and irrelevant to a new generation. The brand needs to engage with completely new generations and with people who may not have any connection to the military.

Designworks job was to re-invest it with relevance. The aim is to transform general perceptions of the RSA from a place old blokes disappear into, to an organisation that fosters important values and can play a valuable role in contemporary society – by bringing to the fore the qualities of Courage, Compassion, Camaraderie and Commitment that embody the Anzac spirit alive and well in all Kiwis.

The new brand identity presents a picture that is more energetic, bolder, welcoming and colourful. The new ‘heart’ logo symbolizes the RSA’s ambition to be at the heart of local communities – as a community hub that plays an active part in growing the Anzac spirit across generations.

The new brand was launched at the RSA’s National AGM in November to an enthusiastic audience of delegates and members. Every RSA was given a toolkit to use, including guidelines on applying the new visual identity, tone and manner, clothing, stationery, glassware, even food items. As well as joining in national marketing initiatives, each RSA will be encouraged and supported to conceive and run their own local events.

The first big public campaign for the new brand will roll out nationwide leading up to Anzac Day 2012.

Says Dr Stephen Clarke, RSA Chief Executive, “The re-communication of the Anzac spirit and its values sees us returning to the heart and spirit of the RSA. Designworks respectfully but robustly challenged us to remember our past, re-examine our current position, and to revitalize ourselves in order to play a more valuable role in today’s society. It is an exciting time in the RSA as we re-connect with all generations of New Zealanders.”