Te Manawa needed an identity do-up. They needed a more flexible and expressive visual system for the museum that spanned marketing, exhibition and events needs. Working together with Graeme Beal, we developed a new icon and updated logotype that represented Te Manawa’s spirit.
The Te Manawa brand is more than simply a “logo”. It is an identity that represents those who act as kaimahi (workers) and kaitiaki (guardians) of its treasures and endeavours. It reflects the spirit of its people as learners, explorers, discoverers, artists and creatives.
It is a mark of recognition and trust that represents what we stand for. Within the stories we share, it is a promise that defines us. It is expressed through our people, services, communications and environments.
Te Manawa rebrand
Logo before
Logo after
Te Manawa - The heart.
Te Manawa is at the cultural heart of a city that thrives on discovery – entertaining and inspiring people from all walks of life. It’s more than a museum and a gallery. It’s a place where concepts and communities come together. Where each individual is valued, and safe to express themselves and have their stories treasured.
The organic ‘freeflow’ lines of the heart icon are curved and smooth, representing fluidity and movement. They allude to a pen stroke, sound waves or a bubble.
The intersection of different lines and imperfect shape symbolises the points at which our journeys collide, creating a unified form of many paths.
Te Manawa is one of many - the concept of the heart being popular in many places because of its humanity and ease of association.
What makes this Te Manawa special is ‘who’ and ‘where’ we are. The logotype now places priority on communicating our home and place in the world. Te Papaioea gives mana to Te Reo Māori and tāngata whenua by using the Māori identifier for our city name and giving it prominence.
The bold, simple font is easy to read, contemporary and clean. When paired with the icon it creates a logo that is both friendly and balanced.
Te Manawa is a museum, an art gallery and a science centre. It is so much more than a logo allows it to state. By emphasising the location of ‘this’ Te Manawa in the logo, the other components of the overall brand will communicate the broader story in a way that allows our boundaries to expand.