New Zealand is home to a unique culture known as Maori, which comprises over 14% of the country's population. Symbolism holds significant importance in Maori culture, and the logo for New Zealand aims to represent this belief. The chosen imagery for the logo is a fishhook, which carries multiple meanings, including safe travels. New Zealand, as a country, wishes to ensure the safety of its tourists when visiting their pristine and environmentally conscious land that is often referred to as "100% pure."