Account

McCarthy
Te Ūaka

  • 2020

    Submission # 50

  • Output

    Identity – Tuakiri

  • Kaupapa

    Identity – People & Culture

    Identity – Place

  • Location

    Canterbury, Waitaha

Project Overview:
The Lyttelton Museum asked us to develop a new brand identity, bringing to life their newly gifted name – Te Ūaka, meaning a place of landing, or a place of arrival. This name tells the story of tangata whenua and European settlers who both arrived at Lyttelton following long journeys on water, and subsequently began new journeys on land. The Lyttelton Museum is the representation of this story – the destination of Lyttelton’s history, and the origin of its future. The story of a place where the ocean meets the land. A place of arrival and departure. A place to fit in, as well as be unique. A place of past and present significance for both Māori and Europeans. Lyttelton is the middle point, the meeting place, the manifestation of duality.

Kaupapa:
We worked closely with local artist Nathan Pohio to better understand the cultural significance the port of Lyttelton had to local iwi. We used this understanding to develop a display typeface that referenced typography found on the local marae – Rāpaki, but also in contemporary works by Māori artists such as Colin McMahon and typefaces by Joseph Churchward.

In developing the colour palette, Nathan surveyed the local area and found a burnt orange pigment used heavily at the Rāpaki mare. We used this as the primary colour in the palette.

Response:
Exploring this idea of duality, we presented the concept as simple contrasting shapes – a circle and square. In developing the logomark, we created a structure in which these shapes were pieced together in an alternating fashion. This was applied to the initials, where the ‘T’ shape represents the traditional Māori waka and the ‘U’ shape, the harbour and port. Coming together, this further communicates the idea of duality. In addition, we developed a display typeface in which the name, Te Ūaka, is applied. This was used as a graphic device across collateral placing importance and greater emphasis to the new name.

Communication relies heavily on imagery from the museums collection and exhibitions where the display typeface does much of the heavy lifting. A predominantly black and white colour palette includes a pop of neon orange and rust, whilst a selection of patterns, subtly reference nautical flags.

Archiver’s Response:

"Well executed and built upon good observations."

"Well executed display face."

"Slick identity system that works well as a formal construct"


Credits & Collaborators:
Creative Director - Matt Kitto, Stephen McCarthy
Design Director - Joel Kitto, Richard Burson
Designer - Stefan Downs

Te Uaka 01
Te Uaka 02
Archive Submission
Te Uaka 04
Te Uaka 05 Single
Te Uaka 06 01
Te Uaka 06 02
Te Uaka 07
Archive Submission
Te Uaka 09 01
Te Uaka 09 02
Te Uaka 11

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McCarthy