Road Transport Forum rebrands

In News4 MinutesBy NZ Trucking magazineSeptember 17, 2021

The Road Transport Forum has rebranded to Ia Ara Aotearoa Transporting New Zealand.

Chief executive Nick Leggett said the move aimed to better reflect road freight transport’s vital role in the New Zealand economy.

The industry body responsible for promoting and advancing the interests of trucking operators around New Zealand was set up in 1997 as the Road Transport Forum, and has often been referred to as the RTF.

“That name and logo reflected that time, and the new name and logo better embrace the mood and culture in Aotearoa New Zealand today,” Leggett said.

“The Ia Ara Aotearoa Transporting New Zealand logo has been designed as a modern, dynamic brand reflecting the role of the road freight transport industry. The arrows represent the North and South Islands and the vital road links that the industry provides for the economy and commerce in New Zealand,” he said.

“The name is represented in English and te reo Māori, appropriate for any new brand in Aotearoa New Zealand.

“The name conveys what the industry does for the public and business in Aotearoa New Zealand – transporting their goods, to their door, when they need them; or their food, medicines and other essentials to the stores they shop at, so it is always there when they want it,” said Leggett.

“In 2019, we did extensive research on what road freight transport means to New Zealanders and how they view the service delivered, the vehicles that deliver – trucks, and the people involved in the industry.

“Our research showed New Zealanders generally have a favourable view of trucks and understand their role in delivering for the country and the economy. We know that understanding has grown since Covid-19 came to our shores and people have seen truck drivers consistently deliver the goods through all the various lockdowns and alert levels.

“The verb transporting in the name shows the action and movement that are part of the industry 24/7,” Leggett said.

The rebranding includes a new website and new email addresses which will be advised to industry.

Ia Ara Aotearoa – explained by translators

Ia Ara Aotearoa can be translated as “each and every road of Aotearoa” – claiming that every road that etches the land across our country will be driven on by one of the freight vehicles of Transporting New Zealand – Ia Ara Aotearoa.

The word ‘Ia’ is also translated as a vessel or vein, likening the transporter or vehicles used to transport the ‘goods’ across Aotearoa to the very important role of the veins of a human body, which are used to transport what is needed for us to survive. ‘Ia’ can also mean to flow, like the flow of movement of a river likening this to the flow of freight being moved around the country.

“Combining these meanings creates what we believe infuses the essence of what Ia Ara Aotearoa Transporting New Zealand represents”.