All Blacks Silver Fern

Symbol of
national pride.

Challenge

Until 1986 the All Blacks silver fern had changed many times, but had no trademark protection. What the New Zealand Rugby Union needed was a unique device that would brand the team and give the union new merchandising opportunities. Enter Dave Clark, stage left. Dave played club rugby with All Blacks legend Andy Haden. And Andy was in charge of the aforementioned marketing contract.

Approach

Dave got to work with pencil and paper, producing hundreds of fern renderings in his quest for the perfect logo. There was the curved frond, the almond-shaped frond, fronds with wedge endings, fronds with curved stems… but none came close to the perfect geometric shape. All seemed lost until Dave woke in the middle of the night with the answer: a series of elongated triangles that make up the abstract shape of the fern.

Allblacks Daveclark

Outcome

NZRFU could move forward with a registerable logo device that reflected the strength and

power of our national rugby team. The fern has become a world-famous trademark for

New Zealand’s national sport, as well as a national emblem.

Client

New Zealand Rugby Union

Deliverables

A national icon

Find out more

Just ask Dave

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