The United Nations Convention on the Law of the Sea (UNCLOS) is an international agreement establishing the regulations around marine and maritime activities. Current parties include 167 countries and the European Union.

MFAT’s legal division developed a set of resources for New Zealand Government representatives with guidance on UNCLOS principles. They wanted to launch with an ownable look and feel that sat outside of MFAT’s corporate brand standards.

The new brand identity takes inspiration from the sailor’s reef knot, a symbol projecting strength, safety and security within a maritime setting. The handbook’s four key areas were characterised by iconography, with the new identity rolled out across resource documents, advertising and online.