icebergTe Wānanga o Aotearoa
Submission # 181
Identity – Tuakiri
Identity – Place
Innovation – Philosophical
Auckland, Tāmaki Makaurau
Not many know, but Te Wānanga o Aotearoa is New Zealand’s second largest tertiary education provider. It is made up of over sixty campuses nationwide and delivers a unique type of education that incorporates Mātauranga Māori. A new identity and communications platform was required to improve brand reputation and communicate the value of this unique Aotearoa story
A complete overhaul of the identity began in 2016 and through collaboration with the iceberg team has been constantly refined ever since.
We needed to demonstrate that Te Wānanga o Aotearoa was a high quality educational facility, with courses to rival other tertiary institutions. Our identity needed to show a high level of craft and creativity to do that. More importantly, we needed to communicate the vision to tauira, kaimahi and wider New Zealand: whanau transformation through education, aspiring to the collective success of tauira, their whanau and communities.
The symbol of Te Wananga o Aotearoa has always been the Waka. For the brand refresh, we refined the existing tohu (in line with future aspirations) by presenting a highly stylised ‘aerial view’ of the waka, giving a new perspective. The idea of a sense of journey, together, is represented by virtue of looking inside the waka to the people within.
Transformation through education is core to the imagery – every day, accessible objects are transformed by fusing them with Kaupapa Māori to create subject matter that is unique. These also become a metaphor for the personal change and development tauira gain through learning.
A custom typeface with a uniquely Māori feel was also created for the brand. We called it Uhi.
‘Uhi’ is an instrument used to incise or puncture the skin during the process of tā moko. We use it as a branding tool for Te Wānanga o Aotearoa. The typeface mimics the chiseled angles of the mark-making process and speaks of the history, culture and sacred identity of the Māori people, giving it a uniquely Māori feel while still being readable and distinct.
This was referenced from the Toi Māori Aotearoa palette, created from colours used historically in Marae, with colours allocated to different whare to aid in identification and navigation.
All these elements come together to create a truly world class, welcoming, confident identity, one that is fitting for inspiring tauira and their whānau to explore and grow their potential.
Appropriate execution for the brand that is well handled with subtle details that make it an identity which could only come from Aotearoa.
Credits & Collaborators: Blank - iceberg
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