Brand development
The 'Rotorua - feel the spirit - Manaakitanga' brand represents Rotorua's core qualities.
The brand identity was designed to reflect every unique facet of Rotorua. 'Feel the Spirit' encompasses it all - our cultural diversity, our stunning natural environment and awe-inspiring earth forces, our sense of adventure, our people, and the spirit of a progressive community.
Lyonel Grant, a respected Te Arawa carver/sculptor, developed the contemporary takarangi design, which evolved from the classical takarangi design.
The type face for the word Rotorua reflects the traditions of the late 1800s when visitors came to the Pink and White Terraces.
The colours reflect Rotorua's beautiful lakes, rivers, springs and forests. The royal blue, lime green and white were chosen for their fresh, clean vibrant 'outdoors' feel.
Manaakitanga is a feeling, an invitation, and a responsibility. It implies guardianship - of the land (whenua), treasures (taaonga), visitors (manuhiri) and people (tangata).
When Manuhiri tread their first footprint on a new land, manaakitanga begins. The invitation is issued. A responsibility is placed upon the Tangata Whenua (people of the land). Manaakitanga seeks a common ground on which an affinity and sense of sharing and respect can grow. It is a deep-rooted concept in Maori culture.
Together, Te Arawa Maori and European were among the first to host visitors to New Zealand. Over the years this has developed into an unmistakable and unique kinship between the two cultures, a spirit of respect and unity which is embodied in manaakitanga.
Do you want to use the Rotorua brand?
The brand reflects a 'quality' promise, therefore whatever the brand is used on or associated with needs to demonstrate this quality. This is why we, at Destination Rotorua Marketing, are guardians of the brand and maintain strict standards for its use.
Using the Rotorua brand and the brand-use protocols, Click here
Download a PDF copy of our brand-use licensing agreement
