Armed Offenders Squad
Branding, brand collateral
New Zealand Police needed a visual identity to mark the 50th Anniversary of the Armed Offenders Squad (AOS) representing what it has meant to serve with the squad, what it means to be a current AOS member, and to project that ethos into the future.
After completing an extensive exploration, we arrived at a symbol – the Wahaika. The Wahaika symbol resonated deeply with the AOS for a number of powerful reasons. It is a weapon that is unique to New Zealand, it is used by only the most proficient and proven of warriors, it can be used to disarm an assailant or adversary quickly and efficiently, it can also be used as a negotiating tool and can be viewed as a peace-maker or bridge-builder, and, finally, placed on the ground, it can be an offering of peace while illustrating strength
Best Award Winner
Pride in Print, Gold Award