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Tui Ora Logo concepts and FAQs
What is the Rebranding Project?
In 2019 Tui Ora started a Rebranding Project to reflect its evolution as an organisation.
We were established 21 years ago in 1998 and as the landscape around us has changed, so have we developed as an organisation.
What has changed?
While health and wellbeing services remains essential core ‘business’, Tui Ora is also working to diversify.
To become more sustainable and better able to support Taranaki whānau and communities, we need to develop our economic resiliency.
The rebranding project represents our changing kaupapa which is about wellbeing in all its aspects, as well as about our ability to be a backbone organisation able to deliver a range of services.
Why does the tohu or logo need to change?
The current tohu or logo was gifted to Tui Ora by kaumātua Te Ru Koriri Wharehoka and is part of our genesis. It has different parts to it which are significant and represent an important story and journey for us. There is richness in the korero as well as respect for it.
A new brand and tohu is a next step in the journey to accurately reflect where the organisation currently is and where it intends to head.
What process are you taking to make this change?
In November and December 2019 brand development workshops explored questions for our organisation like its opportunities, direction, goals, brand attributes and perceptions of our services. This information fed into the design process.
What are the next steps?
A design team that includes cultural input from Taranaki artist Rangi Kipa has come up with four logo concepts. During February 2020 we are consulting and gathering feedback from a range of stakeholders including staff, whānau and iwi groups.
How do I take part?
The four design concepts are available to view, below. If you wish, you can take part in a survey https://www.surveymonkey.com/r/5MBZWHV to indicate your preference.
Who do I contact for more information? Email senior communications advisor email@example.com or 027 351 6803.
Concept 1 includes three elements korowai, huia feather, pūmotomoto
hai whakakaakahutia te whenua, te iwi hoki, hai kahu whakamarumaru I nga wawata i nga moemoea o ngai taua, kia ora ai anoo.
Taranaki isfamed for its textile traditions, kakahu, specifically kaitaka and the likes, fine muka, he muka tangata. The sides representa korowai, an outward facing cloak to take care of and lay over the people.
Te Rau-Huia-Huia feather
The white inset at the top is representative of the huia feather, referencing the traditional symbolism of the huia as a tohu expressing mana and great leadership.
Ko te Pūmotomoto hai puare kia ahu, kia eke matauranga
The top opening has a dual reference, the first is representative of the fontanelle an open area in the cranium at the top of a baby’s head as a direct path to lovingly speak into and impart into the consciousness of our young, as well as relating to ancestral stories of Tāne Mahuta ascending to various heavenly realms. In the process he gained three kete or baskets of knowledge. A narrative that speaks about the pursuit of excellence and reaching for things that sometimes are unattainable but through planning and persistence achieve outcomes greater than the sum of the individual efforts involved.
E rua nga maramatanga mo te take nei ko te pūmotomoto, ka tahi, ko te puare kia tū matauranga ki roto i te tamaiti, ma te karakia, ko nga tātai, ko nga waiata-oriori rānei kia whahatō ērā matauranga kia whakatau ai nga wānanga nō tuawhakarere. Nā, koianei tētehi o nga tikanga o nga Mātua tūpuna e pā ana ki nga take ingoingo kia rite mai ai hai tūāpapa tika ma ā tātou tamariki mokopuna.
ā, ka rua, ko Tāne-Tāne te Pūkenga, Tāne te Wānanga, Tāne te Atamai, nā, ko Tāne nui a Rangi tērā e kōrerohia ake nei e tātou. Nāna i kake atu ki nga rangi tūhāhā, ki te rangi tuangahuru, tiki ai i nga kete e toru o te wānanga, Ko te kete Tuauri (sacred knowledge of life, of energy and karakia), ko te Kete Tuatea (mākutu-whaiwhaia), ko te Kete Aronui (rituals, arts, aroha, peace and knowledge). He pūtake ēnei matauranga kia tupu mai ai tō tātou ao o te Maori kia Māori ake. He pūrakau hoki kia waha ake i nga hōkaka o Tuiora kia tūhāhā ai hai toka tūmoana ma ngai Māori me nga rawakore.
Concept 2 - geometric, maunga and weaving design
Ko te āhua nei i heke mai i nga tini mahi ā ringa ā ō tātou mātua tupuna, ko nga whatu rāranga, tānikoniko, tuhi whakaniko ko nga moko tapatapa ēra.
I ahu mai ko nga whakāro o nga tūhonotanga o tētahi ki tētahi atu, ko te rangaranga tangata, he mahi rangatira. I ehu mai ko nga āhuatanga o nga maihi o te whare tūpuna, ko te tikanga o nga maihi, raparapa ranei, ko nga ringa o taua tupuna kia whakatau kia arahi te iwi kia eke mai kia ahu mai ki roto i te whare Māori e tū mārohirohi tonu.
He kura, he kura, he kōkōwai hei tohu maumaharatanga o te wehenga on nga Matua nui, ko Rangi, rāua ko Papa.
A geometric design with shapes that imply representations of the maunga, the maihi of the whare tūpuna. This type of design is well referenced within Māori cultural arts in moko etc and is about crafting a fabric that is strong, durable and stable.
The pattern can change depending on the proximity. The eye processes it differently depending on the distance the reader engages the positive and negative shapes/space.
Has a connection with kōkōwai, the dark red associated with ochre and the earth and used on wharenui but there is the possibility of using a cobalt blue, pukepoto, that is rare but found naturally in the Taranaki environment around Ohura.
Concept 3 – Huia feather
Ko te Rau-huia hei tohu rangatira nō tuawhakarere, no te wao nui a Tāne, ko tēnei manu, ehara tēnei tohu he Raukura, he tuakana kē tēnei tohu i te raukura.
I ahu mai ai tēnei tae ko te Pukepoto, he kahurangi te waituhi nei. Ko te e tohu mareikura nei, hai pani tangata, hai waituhi ki nga heke o whare, hai ngārahu moko hoki, he uaua te whiwhi he ouou te oha nei, he taonga marihi tenei i to mātou ao Māori, No Taranaki kē tēnei kōkō
This shows a huia feather upright and incorporated into the words Tui Ora. Two colours used with white – the red, kōkōwai, as well as the cobalt blue, pukepoto.Us a font that is more casual and a design seeking to be approachable and friendly.
Concept 4 – Tui and harakeke design
He tohu, i ahu i nga i nga puna e rua, ko te manu Tui, ko te Pā Harakeke hoki. I tāpiri ēnei whakāro e rua, kia hanga he tohu kia kotahi ai te tū, ahakoa he rerekē nga ahunga.
Ko te manu e whakairiiri ake ko tētaehi Tui, kia whakairi, kia rere. Ko te Pā Harakeke, he huahuatau hai oranga whanau, hapū, Tūngia te ururoa, kia tupu whakaritorito te tupu o te harakeke. Set fire to the scrub that the Harakeke shoots may shoot forth. Me tōmai nei e tātou, let our strength of being bound prevail.
References the whānau ora strategy that has already been developed within Tui Ora.
Symbolic of the wings of the Tui as well as of seeing through the eye of the bird, who travels with people on their journey. In addition, representative of the harakeke plant and the idea that young shoots are protected by outer layers to help them grow.