{"id":357007,"date":"2026-03-31T15:44:11","date_gmt":"2026-03-31T15:44:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/nz\/357007\/"},"modified":"2026-03-31T15:44:11","modified_gmt":"2026-03-31T15:44:11","slug":"todd-stephenson-writes-to-judith-collins-on-slow-english-first-rebrand-rollout-minister-asks-for-cost-advice","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/nz\/357007\/","title":{"rendered":"Todd Stephenson writes to Judith Collins on \u2018slow\u2019 English-first rebrand rollout; Minister asks for cost advice"},"content":{"rendered":"

\u201cThis aligns with the Government\u2019s priority that the public sector focus on frontline services. The Government expects agencies to be mindful of the fiscal environment and for taxpayer money to be spent carefully, including rebranding exercises,\u201d Collins said.<\/p>\n

The Act MP called for the Government\u2019s own logo to reflect the commitment to have all public service departments have their primary name in English, except for those specifically related to M\u0101ori.<\/p>\n

Collins has requested advice on rebranding costs.<\/p>\n

In a response letter to the Act MP, shared on social media, Collins wrote that ministers and agencies had been responding to the commitment on a \u201ccase-by-case basis\u201d.<\/p>\n

She added it aligned with the Government\u2019s priority that public sector agencies focus on delivering more effective services, and making good use of taxpayer dollars.<\/p>\n

Collins said she had recently become concerned at the cost of agency rebranding activities – a matter she had raised with Public Service Commissioner Sir Brian Roche.<\/p>\n

Roche reminded agencies of the need to be \u201cmindful of the fiscal environment\u201d and minimise unnecessary expenditure around rebranding. <\/p>\n

Collins stated she wanted any branding changes to be made without incurring substantial additional costs.<\/p>\n

Stephenson said his party did not support \u201ccostly rebrands involving consultants\u201d or \u201cflash new signage and stationery\u201d.<\/p>\n

However, he said Internal Affairs Minister Brooke van Velden\u2019s digital-first rebrand at her agency cost $741. <\/p>\n

At the time, van Velden said she could\u2019ve done the logo herself on a photo-editing application, prompting her agency to reduce the cost.<\/p>\n

Stephenson called for the Government\u2019s main logo to face the same fate.<\/p>\n

\u201cAct takes all Coalition commitments seriously and expects them to be delivered,\u201d the Act MP said, giving an example of the change.<\/p>\n

This would not be a significant change, but it would set an example for the wider public service. ACT takes all Coalition commitments seriously and expects them to be delivered. pic.twitter.com\/5s2QAGB9CM<\/a><\/p>\n

\u2014 Todd Stephenson MP (@toddmstephenson) March 27, 2026<\/a><\/p>\n

In an interview with Newstalk ZB, Stephenson said a digital-first update was \u201ccompletely feasible\u201d and could be done quickly without significant cost: \u201cI hope that\u2019s where Minister Collins and the officials get to\u201d.<\/p>\n

\u201cDepartments have been slow in following that directive,\u201d Stephenson said. He suggested agencies could start with digital assets and phase other factors in over time.<\/p>\n

\u201cIt is a bit disappointing that things have been so slow,\u201d he said.<\/p>\n

Green Party public service spokesman Francisco Hernandez suggested the debate was a \u201cwaste of time\u201d and a \u201cculture war\u201d sideshow. <\/p>\n

Hernandez said the coalition commitment was a \u201cwaste of time in the first place\u201d.<\/p>\n

New Zealanders had much more significant things to worry about, especially the \u201cfuel crisis\u201d.<\/p>\n

The Green MP added it was good the Government had not de-facto rebranded everything to have English first, as \u201cthe public service has bigger things they could be focusing on\u201d.<\/p>\n

\u201cIt would be good to see a Government that\u2019s actually focused on real issues and not just wasting their time with pointless bulls**t like this,\u201d Hernandez remarked.<\/p>\n

Azaria Howell is a multimedia reporter working from Parliament\u2019s press gallery. She joined NZME in 2022 and became a Newstalk ZB political reporter in late 2024, with a keen interest in public service agency reform and government spending.<\/p>\n