Public Service Commission says te reo Māori remains alongside English despite branding changes
Fresh debate is emerging over the place of te reo Māori within the public sector following Government changes directing agencies to place English ahead of te reo Māori in official branding and communications.
The changes follow an update to the New Zealand Government Identity, the official branding system used across public service agencies to identify government-funded services, programmes and infrastructure.
Under the revised guidance, agencies are now expected to present English first, with te reo Māori continuing to appear alongside it.
The Public Service Commission says te reo Māori is not being removed from Government branding, but that the change relates only to the order in which languages appear.
In a statement provided to Radio Waatea, the Commission said it had written to all public service agencies advising them of the updated branding requirements following a ministerial decision.
The Commission said the New Zealand Government Identity exists to ensure a consistent and trusted presentation across the public service while helping the public recognise government-funded services and infrastructure.
The Commission also confirmed it had updated its own branding under the new policy and said the changes were being implemented through a “digital-first” approach, with physical materials updated gradually over time to minimise cost.
“The Public Service Commission wrote to all public service agencies to notify them of an update to the New Zealand Government Identity. The update reflects a ministerial decision that agencies should use English first, with te reo Māori retained alongside it. Te reo Māori is not being removed. Agencies will continue to use both languages – the change is to the order only. The New Zealand Government Identity is the official logo used across government. It helps the public recognise government‑funded services, programmes and infrastructure, and ensures a consistent and trusted presentation across the public service. The Commission has also updated its logo. The change is being delivered digital‑first, with physical materials updated over time to minimise cost.” Sir Brian Roche
The changes are reigniting wider political and cultural debate around the visibility of te reo Māori in public life and the role of the state sector in supporting Māori language revitalisation.
Critics argue the move reflects a broader rollback of Māori language visibility across government institutions and comes amid increasing tension over Treaty obligations, Māori rights and the place of te ao Māori within national identity debates.
Te reo Māori advocates say symbolic decisions around language carry deep significance given decades of work to normalise Māori language use since te reo became an official language in 1987.
Concerns have also been raised about what message the changes send to Māori public servants and language advocates who have spent years embedding bilingual practices across the state sector.
The latest branding changes follow earlier controversy surrounding proposed redesigns to New Zealand passports, where English wording will again take precedence over te reo Māori after the 2021 redesign increased Māori language prominence.
Supporters of the Government’s approach argue English-first branding improves clarity and accessibility for the wider public, particularly for people unfamiliar with Māori terminology used in department names and services.
However, opponents say the visibility of te reo Māori within public institutions has played an important role in strengthening cultural confidence, supporting language revitalisation and reflecting the bicultural foundations of Aotearoa.
The Government maintains bilingual branding will continue across agencies, particularly those directly connected to Māori communities and kaupapa Māori services.
The issue is expected to remain politically charged as wider debates continue over language rights, Treaty obligations and the future role of te reo Māori within public life and government institutions.
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