Tuakiritanga

Identity

Te Manawataki o Te Papa logo.

A shared identity grounded in place

The Te Manawataki o Te Papa master brand is grounded in a cultural narrative that reflects the history, identity and lived experience of this place.

Its design draws inspiration from traditional Māori architecture, particularly the form of the wharenui, a space of gathering, knowledge and connection. Elements within the identity reference architectural features such as the koruru, maihi and tukutuku patterns, each carrying layers of cultural meaning.

Together, these elements create a contemporary expression of place, one that acknowledges the past, reflects the present, and supports the future of the precinct.

The master brand provides a unifying identity across Te Manawataki o Te Papa, connecting a range of spaces and experiences through a shared visual language and cultural foundation.

A connected family of places

Te Manawataki o Te Papa brings together a number of distinct places, each with its own identity and purpose.

While connected through the master brand, each sub-brand has been designed with its own visual expression. These individual identities draw inspiration from taonga held within the museum’s collection, grounding them in the stories, history and cultural knowledge of this place.

Together, they form a connected precinct, offering a range of experiences that support the community across learning, creativity, performance and civic life.

Inspired by the raru (spiral)

This tohu (logo symbol) design references the Māori cosmological story of Ranginui (Sky Father) and Papatūānuku (Earth Mother) and the emergence of Te Ao Mārama, the world of light. Symbolising whakapapa (lineage), growth and connection, the tohu reflects the library and community hub as a place where knowledge is shared, creativity flourishes and communities come together.

Inspired by Taratara-ā-Kae, a carved pattern reserved for whare pātaka (storehouses)

This tohu design honours Te Whare Tapere (the house of performance) and the enduring legacy of Māori performing arts. Repeating angular forms reference the distinctive notched pattern associated with the story of Kae, expressing artistry, discipline and collective performance. The tohu speaks to storytelling, cultural expression and the values shared through generations.

Inspired by the pihapiha (blowhole) of the tohorā (whale)

This tohu design represents the breath of life, spirit and ancestral narrative. Flowing forms evoke the sacred inhale and final exhale of the tohorā, connecting ancestral narratives with whenua (land) and moana (ocean). The tohu speaks to remembrance, belonging and the enduring wairua (spirit) that continues to shape place and identity.

Inspired by the rau of Manu Hui (single huia feather)

This tohu design honours the faithful service of Manu-Tea (pure white bird) and the dedication shown in carrying out an important mission. The tohu symbolises a voice that is true and steadfast, serving as a reminder that words and actions should be guided by integrity, commitment and the wellbeing of the community.

Our brand values

The four Pou are the guiding pillars of Te Manawataki o Te Papa. Defined by mana whenua, and shaped by the land, people and history of the area, they represent the values that underpin the precinct.

They also form a central foundation of the master brand and each sub-brand, shaping how the identity is expressed across the precinct through its visual appearance and physical design.

Pou – guiding pillars

Together, the four Pou reflect the relationship between people, place and environment, guiding how the precinct is brought to life and experienced, and supporting a shared sense of connection, inclusion and belonging.

Te Papa o Ngā Waka

Connection and movement. Reflecting Te Papa as a place of arrival, exchange and connection. This value speaks to movement, wayfinding and the journeys of people through this place.

Te Papa Kāinga o te Iwi

The home of the people. A place of belonging, resilience and shared wellbeing. This value recognises Te Papa as a place where communities gather, learn and support one another.

Te Papa Manawa Whenua

The life of land and water. Acknowledging water as a source of life, connection and renewal. This value reflects the natural systems that sustain both the environment and the people.

Te Papa Houkura

Wellbeing and sustainability. A focus on the health of the environment and the wellbeing of people. This value recognises the interconnection between land, water and community, and the responsibility to care for these for future generations.