RealMe brand refresh

DIA is refreshing the RealMe® brand in June.

Here’s what you need to know

On June 8, DIA will refresh the RealMe® brand, as part of its ongoing Delivering Future Identity Services (DFIS) work.

The brand refresh will involve updating all customer-facing RealMe® services, including those provided by DIA’s partner organisations. DIA is responsible for updating the style sheets from the client-side redirection to RealMe i.e. the co-branded pages.

What will change from June 8, 2023?

  • RealMe® will be represented by a new logo that emphasises security, with a human touch.
  • The logo will suit a wider range of digital formats and be recognisable at smaller sizes.
  • Other brand elements will also be introduced, a strap line (positioning statement) and use of trust mark symbols
  • RealMe® will also be described in more succinct language online.

What isn’t changing

  • The brand name will not change (research undertaken in 2019 shows 80% awareness of the brand).
  • The brand’s association with the New Zealand Government (the 2019 research shows significant support for RealMe®, in part, resulting from a high trust and confidence in government).

What’s the timeline for technical teams?

March: Brief technical teams on the upcoming changes

May: Change-out the current RealMe® logo and any collateral you may have in your test environments

June 8, onwards: Go live with the re-freshed RealMe branding.

 Access new style guides and finished art from here:


Who can we contact for more information?