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Supplied
A screenshot of Otago’s new branding.
The University of Otago council has adopted a new Māori name and symbol, with the new ‘’visual identity’’ to be implemented next year.
The change was confirmed at the council meeting, held at the Clocktower building on Tuesday afternoon, which was attended by iwi representatives in the public gallery.
The university launched in March a proposal to change the tertiary institution’s current Māori name from Te Whare Wānanga o Otāgo, to Ōtākou Whakaihu Waka – a metaphor meaning A Place of Many Firsts, as well as a new tohu (symbol).
Meanwhile, the University of Otago would retain its name.
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The Tuakiritaka project prompted an acknowledgement to students and former students who took part in the consultation process, with some 9000 people involved in a survey.
Nearly two thirds agreed that the proposed visual identities reflected the future direction of the university.
Council, in a pre-council meeting, reached a unanimous decision. The changes would take effect from May 2024.
University of Otago/Supplied
The new Māori name and tohu (symbol) for the University of Otago.
The University of Otago name would remain the same, while a new Māori name and new symbol would be introduced to create a new brand.
The traditional coat of arms would also be retained, while a newly-created stylised version of the Coat of Arms would also be used.
The rebranding decision cost a total of $1.3 million, and comes after the tertiary institution announced earlier this year that it faced a financial shortfall of $60m and faced cutting hundreds of staff.
Hamish McNeilly/Stuff
Prime Minister Chris Hipkins addresses students at the University of Otago. (First published 02/06/23)
Chancellor Stephen Higgs said: “We believe the new brand reflects the shared view of council, and the vast majority of our community, of the importance of our relationship with mana whenua and our goal to be Te Tiriti-led’’.
Council member Suzanne Ellison said it was about elevating the name, and improving something that wasn’t ‘’quite right’’.
Otago University Students’ Association president Quintin Jane said consultation showed that the changes were what students wanted.
‘’This is just the start of the journey,” Jane said.
Jane said it wasn’t just a brand refresh, but showed the tertiary institution’s commitment to e Tiriti o Waitangi.
Hamish McNeilly/Stuff
University of Otago staff march over proposed cuts featured a sign taking aim at the new logos.
After the proposals were first announced it led to some voicing their displeasure including one who wrote that the proposed move was motivated by “fear”, with many people “presently terrified of the consequences of expressing any view that does not align with the current progressive ideology”.
As part the announcement:
– The current te reo name will change from Te Whare Wānanga o Otāgo, to Ōtākou Whakaihu Waka
– The new tohu draws inspiration from Ōtākou channel, in Otago Harbour, which brings water, kai and life to and from the region
– The brand will be supported by a te reo Māori version used in spaces, communications or campaigns which directly celebrate or promote kaupapa Māori.
– The present Coat of Arms will continue to be used in a range of applications.
– A stylised version of our Coat of Arms has also been designed to be used in international marketing and alumni communications to reflect the institution’s history.
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