The New Zealand Fern Mark,
The Silver Fern is a native plant in New Zealand from which several design motifs have been derived.
It is often used as the symbol for New Zealand and is probably most famously used by the All Blacks – the New Zealand national rugby team.
The Silver fern has come to represent quality and pride and is often found on goods that emanate from New Zealand.
Wools of New Zealand began using the Fernmark logo in 1994 when the company was established and is a registered trade mark that can be used on wool carpets and textiles that meet with certain criteria…
1. Fibre Integrity: Wools of New Zealand branded carpets must have a minimum total wool content of 80 percent and at least 60 percent of the total fibre content must be New Zealand wool.
2. Performance: Wools of New Zealand branded carpets and rugs undergo a series of tests for qualities including durability, appearance retention and colour fastness.
3. Control: The use of the Wools of New Zealand brand is tightly controlled through formal licensing. We have more than 100 trade partners worldwide, including many of the world’s leading carpet yarn spinners and carpet and rug manufacturers.
The Wools of New Zealand logo is a protected trade mark and cannot be applied to any product that contains some New Zealand wool. Only companies that partner with us can use the logo and even then only on products that meet our strict performance rules.
Why do we do this?
We think that people deserve to have an excellent experience with wool, and only when you deliver excellence consistently can you demand a position in the market. By protecting our brand and what it stands for we are able to assure our customers that they can trust the product that we have endorsed. If just anybody could shove a logo on a product, where would the integrity and security be in that?
We have been proudly using the silver fern to identify excellence or 18 years and we are just getting started.
By the way, It is no coincidence that the All Black Logo looks very similar to the Wools of New Zealand logo, Back in 1994 the All Blacks granted permission for this. Logos are the intellectual property of the companies that own them and cannot look too similar to somebody else’ trademarked logo. The All Blacks is one of the worlds most famous brands, they are the worlds most successful sports team with an incredible win rate. Not just anyone can use their logo either.