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In 2018, Oranga Tamariki—Ministry for Children needed a new brand identity for the 'William Wallace Awards'. These awards honour outstanding young people who have been in care, and help them to pursue their dreams of tertiary, vocational or leadership training.
The awards were renamed 'The Prime Minister's Oranga Tamariki Awards'. The new name needed a new look, with a refreshed logo and brand.
The Oranga Tamariki design team was tasked with creating the new brand. Two other designers and I each created a concept, which were presented to a panel of young people to vote on. I developed my concept of the kōtuku logo mark in consultation with O'Dell Toi, a respected Māori artist and whakairo carver. The judging panel who unanimously voted for my idea, which was selected as the final brand. I also had the amazing privilege of being a part of the awards day for 2018 and 2019, as the official awards ceremony photographer.
The branding for the Prime Minister's Oranga Tamariki Awards had two requirements to fulfil. Firstly, it needed to reflect the spirit of the awards and the young people being recognised: it was important that the brand be positive, aspirational, and reflective of the recipients' triumphs. Secondly, the Award branding had to fit in as a sub-brand the existing Oranga Tamariki branding, and indicate the relationship between them.
My design features a kōtuku (white heron) created from puhoro patterns (wind shapes). The kōtuku is a bird that is incredibly rare, it is known as He kōtuku rerenga tahi, the bird that could be seen perhaps once in a lifetime. The kōtuku therefore represents the outstanding young people nominated for The Prime Minister’s Oranga Tamariki Awards, they are people of exceptional rarity.
The logo was been designed to represent the young people and their journey - not only where they have come from, but also where they are going. This is represented by the puhoro pattern, a traditional Māori design pattern used in moko tattoos and kōwhaiwhai panels. The shape of the puhoro is to represent the movement of water as your waka (canoe) moves foward on your journey. There are four of these symbols in the logo, which means the puhoro indicate ngā hau e wha, that the four winds shall always fill the sails of your waka as you move forward into the future. The hei-matau (fish hook) that is silhouetted in the neck of the kōtuku and feathers represents strength, prosperity and abundance.
After designing the new brand I also designed a trophy from wood and clear perspex so the young people had something special to keep forever.
Flavia Rose: Logo concept, design, and animation
O'Dell Toi: Cultural advisor
Jono Bibby: Logo typography