Otago Daily Times

Unveiling of branding ‘milestone’ moment

- MATTHEW LITTLEWOOD

THE unveiling of the University of Otago’s new logo has been hailed as a ‘‘milestone’’ moment in its evolution towards becoming more Te Tiritiled.

About 300 people attended a special dawn ceremony yesterday as the new logo was revealed on the Dunedin campus’ St David St plinth, as part of a $1.3 million rebranding.

The name University of Otago remains, but the te reo name has changed to takou ¯ Whakaihu Waka — a metaphor meaning ‘‘a place of many firsts’’.

Te Runanga ¯ o takou ¯ upoko (head) Edward Ellison said the adoption of the te reo name was an ‘‘important step in the evolution of the university’’.

‘‘It means our name is recognised, instead of being a transliter­ation without context.

‘‘We see this as the university building on its foundation­s as being Te Tiritiled.

‘‘Off the back of working on this with the university, we have solidified relationsh­ips. ‘‘There are many connection­s between takou ¯ and the university.’’

Te Ropu ¯ ¯ Maori ¯ tumuaki takirua (copresiden­t) Gemella ReynoldsHa­tem was proud to be representi­ng students for the occasion.

‘‘It means quite a lot.

‘‘I’m looking forward to seeing a lot more paths being made, and a lot more engagement and connection­s.’’ Deputy vicechance­llor Maori ¯ Jacinta Ruru said the new te reo name would be used throughout the university’s engagement­s.

‘‘It’s more than 150 years since we’ve done something as significan­t as this.

‘‘We will be maintainin­g the University of Otago name, but over time takou ¯ Whakaihu Waka will be used in conjunctio­n.’’

It was a ‘‘milestone’’ moment

that built on all the engagement with runaka over the past few years.

The new tohu (symbol) drew inspiratio­n from the takou ¯ channel in Otago Harbour and it was the culminatio­n of years of discussion, she said.

The university will use the new brand in all

communicat­ion and marketing and has already updated its online presence to reflect it. The traditiona­l crest will continue ¯ toObe used in ceremonial and some other settings.O ¯ A phased rollout of most physical signs will begin next year.

‘‘It’s a name and logo that

makes sense — it connects us to the land, and the whenua. ‘‘There’s been a huge, deliberate, careful consultati­on over many years,’’ Prof Ruru said.

Chancellor Stephen Higgs said the change was a visible marker on the university’s path to become Te Tiritiled and to achieving the wider objectives in Vision 2040.

‘‘There is work ahead to achieve our various strategic and operationa­l ambitions, and the new brand is a clear signal of the type of institutio­n we want to be — worldleadi­ng in teaching and research, unique, nationally and internatio­nally connected, and supportive of all our staff and students.’’

The new brand was also revealed in ceremonies on the Christchur­ch and Wellington campuses yesterday. matthew.littlewood@odt.co.nz

 ?? PHOTO: STEPHEN JAQUIERY ?? Smile of approval . . . University of Otago staff members Tui Kent (left) and Lisa Kremer take a selfie after the unveiling of the university’s new branding.
PHOTO: STEPHEN JAQUIERY Smile of approval . . . University of Otago staff members Tui Kent (left) and Lisa Kremer take a selfie after the unveiling of the university’s new branding.

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