Tō Tātou Tuakiritaka | Pride in our identity

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The University of Otago’s new brand

The University of Otago will adopt a new brand, made up of a tohu (symbol), our name, University of Otago, and our new Māori name, Ōtākou Whakaihu Waka.

From May 2024, the University will use this brand in all communication and marketing. A phased roll-out of signage with this new brand will begin in 2025.

This brand acknowledges the University’s shared heritage and whakapapa. It is one of many steps our institution aspires to take toward becoming a Te Tiriti-led university, as laid out in our strategy, Vision 2040.

Our te reo Māori name, Ōtākou Whakaihu Waka, is a metaphor meaning A Place of Many Firsts. The tohu draws inspiration from Ōtākou channel, in Otago Harbour, which brings life to and from the region – just as the University brings and shares knowledge across Aotearoa New Zealand. It emphasises the importance of relationships, reciprocity and the transmission of knowledge between generations.

A full set of guidelines for using the different components of this brand will be released before implementation in 2024.

The University of Otago’s brand from May 2024. Long description.

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Our brand in te reo Māori

A te reo Māori version of the brand has been created with our te reo Māori name displayed in larger font. It will be used in spaces, communication and campaigns that directly celebrate or promote kaupapa Māori (Māori initiatives, language and customs).

The University of Otago brand for kaupapa Māori contexts. Description.

Hear how Ōtākou Whakaihu Waka is pronounced below.

Retaining our heritage

A stylised Coat of Arms featuring our foundation year, 1869, will be added in digital communication to alumni.

It will also be used in international marketing, to signpost our history and prestige. Other design elements, such as the six-pointed star and shield, will also be used more frequently.

Our current Coat of Arms will remain in alumni publications, graduation certificates and ceremonies, and will be retained as part of the decorative features of our heritage buildings on campus. Our residential colleges, clubs and societies, and sports teams can continue to use the Coat of Arms.

Variations of the Coat of Arms.

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Consultation process

The University undertook a five-week period of consultation with key stakeholders in March–April 2023, to seek their feedback on the Tuakiritaka proposals. More than 9,000 completed responses were received from alumni, staff and students.

Almost three quarters of those surveyed by the University supported the proposed brand as reflecting the University’s future direction. More than two-thirds supported both the English and te reo Māori version initially proposed.

Based on the findings of the survey, there can be a high degree of confidence that a broad cross-section of alumni, staff and students agree that the proposals align with Vision 2040 and reflect the future of the University.

There were concerns raised around a perceived loss of heritage, as well as accessibility of the designs, which resulted in the brand being refined.

A report was produced for the University of Otago Council, as they deliberated on the Tuakiritaka proposals, and includes a selection of feedback received during the consultation process. In the interests of transparency, it is published here in full, but please note that some language and sentiment may cause distress. 

Read the full Tuakiritaka consultation findings report.

As part of consultation, community members were recorded discussing elements of the Tuakiritaka proposals, captured in the video below.

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Frequently Asked Questions

See Frequently Asked Questions