It’s one of those logos you see every time you fuel up or grab a week’s worth of groceries across New Zealand. The red-and-yellow PAK’nSAVE wordmark, complete with a hard-working kiwi pushing a shopping cart, hasn’t changed much since 1985 — here is what the brand’s visual identity actually looks like today, where to download the official files, and what the 2024 update changed.

4 related posts

Year first introduced: 1985 ·
Number of colors in logo: 2 (red and yellow) ·
Latest update: October 2024 ·
File formats available: PNG, SVG, vector

Quick snapshot

1Confirmed facts
2What’s unclear
3Timeline signal
  • 1985: First store opened in Kaitaia — original logo introduced (Foodstuffs Exchange – supplier guidelines)
  • 2024: Simplified logo released with cleaner lines (Brandfetch – brand asset repository)
4What’s next
  • Foodstuffs may issue updated brand guidelines with more treatment options (Foodstuffs Exchange – supplier guidelines)
  • Growth of online usage likely to drive further digital-format optimizations (Brandfetch – brand asset repository)

Six key facts tell the story of a logo designed for one thing: being seen from the car park.

Fact Value
Brand name PAK’nSAVE
Parent company Foodstuffs (New Zealand)
Logo introduced 1985
Latest logo update October 2024
Primary colors Red and yellow
Logo file formats PNG, SVG, vector

What is the history of the Pak n Save logo?

  • 1985: Original logo with kiwi and shopping cart introduced at first Kaitaia store (Foodstuffs Exchange – supplier guidelines)
  • 1990s: Minor refinements to proportions and color shades (Wikipedia – Pak’nSave entry)
  • 2000s: Digital version created for website and online use (Wikipedia file page – PaknSaveLogo.gif)
  • 2024: Updated logo released with simplified design (Brandfetch – brand asset repository)

Founding and original design (1985)

PAK’nSAVE opened its doors in Kaitaia, New Zealand, in 1985, operated by the Foodstuffs cooperative (Foodstuffs Exchange – supplier guidelines). From the start, the branding leaned into a no-frills, discount-retail identity. The original logo paired a bold red wordmark with a kiwi bird shoving an oversize shopping cart — a visual shorthand for “we save you money.”

Key elements: kiwi bird and shopping trolley

The kiwi pushing a shopping cart has been the logo’s enduring symbol for nearly four decades. According to the Foodstuffs Exchange – supplier guidelines, the icon and wordmark together form a rectangular, horizontal layout — optimized for reading left to right from a passing car.

Red and yellow color scheme

The color palette is deliberately simple: high-contrast red and yellow. The Foodstuffs Exchange – supplier guidelines specify PAK’nSAVE Yellow as PMS 116C (#FFD600) and PAK’nSAVE Red as PMS 1795C, with black (#000000) and white (#FFFFFF) as supplementary colors.

2024 logo update and modernization

In October 2024, Brandfetch’s brand asset repository began distributing an updated PAK’nSAVE logo with simplified linework. The kiwi and cart remain, but the curves are smoother, and the yellow background is cleaner. The Foodstuffs Exchange – supplier guidelines require the logo to retain correct color, design, and font regardless of surrounding creative — meaning suppliers cannot adapt or recolor the mark themselves.

Bottom line: The implication: PAK’nSAVE’s visual identity is built for legibility at distance, not for nuance. That consistency has served a chain that now spans the country.

Where can I download the Pak n Save logo in PNG and other formats?

  • Official logo files available on Brandfetch – brand asset repository
  • PNG and SVG formats included (Brandfetch – brand asset repository)
  • Wikimedia Commons also hosts historical logo versions (Wikipedia file page – PaknSaveLogo.gif)
  • Logo is trademarked; commercial use requires approval from Foodstuffs marketing teams (Foodstuffs Exchange – supplier guidelines)

Official sources: Brandfetch and Wikipedia Commons

The most reliable source for the current logo is Brandfetch – brand asset repository, which hosts the latest SVG and PNG versions. For historical reference, Wikipedia file page – PaknSaveLogo.gif preserves an earlier GIF version from around 2010.

PNG download options

Brandfetch provides a transparent-background PNG suitable for web use. The file dimensions are optimized for the square-cropped horizontal layout. No registration is required to download the assets.

SVG and vector file availability

SVG (Scalable Vector Graphics) format is also available from the same source. Vector files can be scaled to any size without quality loss — useful for print or signage. The Foodstuffs Exchange – supplier guidelines set a minimum print size of 30 mm.

Usage rights and restrictions

The PAK’nSAVE logo is a registered trademark of Foodstuffs. The Foodstuffs Exchange – supplier guidelines explicitly state the logo may not be altered, adapted, or changed in any way. Suppliers must also obtain approval from Regional Foodstuffs Marketing Teams before using the logo in external communications. Personal or editorial use may be permitted under fair use guidelines, but commercial use without permission risks infringement.

What this means: the logo is freely viewable but tightly controlled. Anyone wanting to use it commercially needs a conversation with Foodstuffs first.

What are the design elements of the Pak n Save logo?

  • Color palette: red (#ED1C24 approximate) and yellow (#FFD600) (Foodstuffs Exchange – supplier guidelines)
  • Typography: custom bold sans-serif (Foodstuffs Exchange – supplier guidelines)
  • Iconography: kiwi bird pushing shopping cart (Brandfetch – brand asset repository)
  • Layout: rectangular, horizontal orientation (Foodstuffs Exchange – supplier guidelines)

Color palette: red and yellow

Two colors dominate the PAK’nSAVE logo. The Foodstuffs Exchange – supplier guidelines specify PAK’nSAVE Yellow as PMS 116C (web: #FFD600) and PAK’nSAVE Red as PMS 1795C. Black (#000000) and white (#FFFFFF) are used only in one-colour and reversed treatments.

Typography: custom bold sans-serif

The brand name is set entirely in uppercase letters: PAK’nSAVE. The font appears to be a proprietary bold sans-serif, likely custom-designed for Foodstuffs. A Wikipedia note reports the banner is known for cut-price advertising featuring Stickman on a yellow background, but the wordmark itself is the primary typographic identifier.

Iconography: kiwi bird and shopping cart

The kiwi bird pushing a shopping cart is PAK’nSAVE’s most recognisable symbol. It appears on the left side of the horizontal logo, facing right toward the wordmark. The Foodstuffs Exchange – supplier guidelines allow a stacked version of the logo when horizontal space is limited, but the icon remains constant.

Overall composition and layout

The logo’s rectangular shape with a yellow background creates a billboard effect — high visibility at a distance. The Foodstuffs Exchange – supplier guidelines specify that the preferred orientation is horizontal, with the stacked version reserved for narrow applications. The minimum size for print is 30 mm.

Our preferred orientation for the PAK’nSAVE logo is horizontal, but we allow a stacked version when horizontal space is limited.

— Foodstuffs Exchange – supplier guidelines

The trade-off: the bold simplicity that makes the logo so effective on a highway sign also means it offers very little room for variation or seasonal adaptation.

The pattern: consistency over novelty, a deliberate choice for a discount-retail identity.

Why this matters

PAK’nSAVE’s logo is one of the few New Zealand retail identities that has survived almost four decades with only minor adjustments. For shoppers who see it daily, that consistency builds recognition faster than any redesign ever could.

The timeline below shows the key milestones.

Year/Period Event
1985 PAK’nSAVE founded; original logo with kiwi and shopping cart introduced (Foodstuffs Exchange – supplier guidelines)
1990s Minor refinements to logo proportions and color shades (Wikipedia – Pak’nSave entry)
2000s Digital version created for website and online use (Wikipedia file page – PaknSaveLogo.gif)
October 2024 Updated logo released with simplified design (Brandfetch – brand asset repository)

Clarity section

Confirmed facts

  • Logo colors are red (PMS 1795C) and yellow (PMS 116C, #FFD600) (Foodstuffs Exchange – supplier guidelines)
  • Logo includes a kiwi and shopping cart (Brandfetch – brand asset repository)
  • PAK’nSAVE was founded in 1985 by Foodstuffs (Foodstuffs Exchange – supplier guidelines)
  • An updated logo was released in October 2024 (Brandfetch – brand asset repository)

What’s unclear

  • Exact date of original logo creation (month not recorded) (Wikipedia – Pak’nSave entry)
  • Whether the font is a publicly available typeface or fully custom (Foodstuffs Exchange – supplier guidelines)
  • Minor tweaks between major redesigns (Wikipedia file page – PaknSaveLogo.gif)
  • The exact web hex for PAK’nSAVE Red is not officially published; #ED1C24 is an approximation (Foodstuffs Exchange – supplier guidelines)
The upshot

The PAK’nSAVE logo is a masterclass in discount-retail branding: two high-contrast colors, a single memorable icon, and strict control by its parent company. For any New Zealand business using the logo, the rules are clear — use it as supplied, or don’t use it at all.

Quotes

The PAK’nSAVE banner is known for cut-price advertising featuring Stickman on a yellow background, with occasional reversed-color use for events such as the 2011 Rugby World Cup and 2012 Summer Olympics.

— Wikipedia – Pak’nSave entry

The pattern across four decades of PAK’nSAVE branding is one of consistent simplicity. Few New Zealand retail logos have survived since 1985 with their core identity intact. For shoppers, that familiarity is part of the brand’s promise: you know what you’re getting. For suppliers and marketers, the strict guidelines from Foodstuffs Exchange mean the logo stays exactly as designed — no tweaks, no exceptions. For anyone planning to feature the logo in content, the choice is clear: download the official file from Brandfetch, keep the colors PMS-accurate, and always check the 30 mm minimum, or risk using an unapproved version.

Additional sources

ccc.govt.nz, shutterstock.com, seeklogo.com, freebiesupply.com, en.wikipedia.org, shutterstock.com, d2x3xhvgiqkx42.cloudfront.net, cdnlogo.com, en.wikipedia.org

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Frequently asked questions

Is the PAK’nSAVE logo trademarked?

Yes. PAK’nSAVE is a registered trademark of Foodstuffs. The Foodstuffs Exchange – supplier guidelines state the logo may only be used with explicit approval from Regional Marketing Teams.

Can I use the PAK’nSAVE logo in my own content?

Personal or editorial use may fall under fair use, but commercial use requires permission from Foodstuffs. The supplier guidelines strictly forbid altering the logo.

What file formats are available for the logo?

PNG and SVG formats are available from Brandfetch – brand asset repository. Vector files can be scaled without quality loss.

Where can I find the official logo download page?

The most reliable source is Brandfetch. Historical versions are also on Wikipedia Commons.

Has the PAK’nSAVE logo changed over the years?

Minor refinements occurred in the 1990s and 2000s. A more significant simplification was released in October 2024 (Brandfetch).

What does the kiwi bird in the logo represent?

The kiwi pushing a shopping cart is a visual pun on saving money — the bird is “saving” by pushing a cart, reinforcing the discount-retail brand identity (Brandfetch).

What is the official font of the PAK’nSAVE logo?

The font is a custom bold sans-serif, likely proprietary to Foodstuffs. It is not publicly available for download (Foodstuffs Exchange – supplier guidelines).

Are there different logo versions for different store locations?

No. All PAK’nSAVE stores use the same master logo. The supplier guidelines permit only horizontal and stacked orientations, with no location-specific variations.

Bottom line: PAK’nSAVE’s logo is exactly what the brand sells: simple, consistent, and designed to be seen at a distance. Shoppers: the logo hasn’t changed dramatically in 40 years, so trust what you know. Designers: download the official SVG from Brandfetch, use the PMS colors, and never modify the artwork. Anyone else: get written permission from Foodstuffs before publishing it.