September 17th, 2024
The University of Otago has introduced a bold new brand identity, including a reo Māori name, Ōtākou Whakaihu Waka, and a new tohu (symbol), at a launch ceremony held today on its Dunedin campus. This change marks a significant step in the university's commitment to becoming Te Tiriti-led, in line with its Vision 2040 strategy, according to a media release from the university.
Approximately 300 attendees, comprising university community members and mana whenua, gathered at the St David St plinth on Wednseday to witness the unveiling of the new signage. The reo name translates to 'A Place of Many Firsts', symbolising the university's pioneering spirit and its role in leading educational, social, and cultural initiatives.
The new tohu, inspired by the Ōtākou channel in Otago Harbour, represents the flow of water, kai, and life, paralleling the university's mission to disseminate and cultivate knowledge both locally and globally. This emblem underscores the values of relationship-building, reciprocity, and intergenerational knowledge transfer.
Chancellor Stephen Higgs highlighted that the rebranding is a clear indication of the university's future direction.
"It reflects both the history of the institution, and our shared vision for the future, as outlined in our strategic document, Vision 2040," Higgs was quoted as saying.
He emphasised the university’s goals to be world-leading in teaching and research, while fostering a supportive environment for all staff and students.
Te Rūnanga o Ōtākou upoko, Edward Ellison, expressed the importance of the day for mana whenua, viewing the new brand elements as daily reminders of the university’s commitment to its Te Tiriti-led aspirations.
The brand change, which was approved by the University Council in July of the previous year following extensive consultations, involves a phased roll-out of new signage set to begin in 2025. The transition is budgeted at $1.3 million.
The rebranded identity was also introduced at the Christchurch campus and will be showcased at the Wellington campus later today, signifying a unified approach across all university locations.