Description:

The University of Otago was the first university established in New Zealand. It has an incredibly rich and proud history. But its brand and identity was no longer a genuine reflection of who they had become and what they aspired to be.

After 154 years, it was time for change. To signal a new direction for the University as a leader in Aotearoa me Te Waipounamu New Zealand and the world, embody its vision of becoming a truly Te Tiriti-centric institution, and better reflect the future makeup of staff and students.

Alongside mana whenua and the university, we set out to co-design an identity and brand that would speak to the present, be sensitive to and honour the true past, and provide clear momentum to navigate a path into the future.

Acknowledging the University’s rich heritage, while amplifying their unique place in the Pacific. Helping recorrect colonial distortion and taking a future-forward outlook. As one stakeholder so succinctly described it, “Scottish bones with a Māori heart”.

Inspired by the richness in the original name Ōtākou and its connection to the channel of the region, we leaned into the idea of a two-way current. Acknowledging the connected duality of past and future. Referencing the sharing and exchange of ideas that has long been facilitated by the channel.

Beyond a logo, this was a comprehensive identity transformation spanning strategy and positioning, tone of voice and comms, name and wordmark, colour and typography and everything in between.

Across the entire system and identity, there was an intentional imbuement of Māori storytelling and creative expression. But it was done in a considered way, taking care not to descend into tokenism or exclusion.

The core idea, for example, comes from the richness and lineage of the name Ōtākou and the idea of a two way current. This was the foundation for shaping the new mark at the heart of the identity. The waka that sits above the new mark recognises the first waka and endeavour to enter through the channel.

The name Ōtākou Whakaihu Waka was composed by mana whenua, meaning ‘a place of many firsts’. This acts as a commitment to continue to be leaders and inspire future generations of student thinking.

On the other hand, the bespoke type family was intentionally not inspired by te ao Māori, as the alphabet was an imported tool. Instead, it draws inspiration from the technical typographic hand scripture of the first surveyor of the region, Charles Henry.

This project is built on the foundation of a highly formalised, multi-year process of collaboration and engagement, led by a core Māori stakeholder group representing three hapu across both external perspectives and the University’s internal Māori support liaison.

Without this process, such transformational positive change would never have been possible.