Brand resources

Download essential assets and guidelines for our brand identity:

Always prioritise usage of the Primary Colour Logo. Only use the Secondary Horizontal Logo if space or legibility permits.

For use against Festival events curated under Toitū Te Reo only:

For CMYK values and full colour guidance, please consult Brand Colours.

		#000000
		#ff7a21
		#0e9159
		#0e52d9
		#9940d9
		#ff214e
		#f3a0c6
		#f3c00c
		#f1e2f1
		#f8dbbb

For correct usage of our logos, typeface, colours and naming conventions, please consult the brand guidelines. (Note: our typeface is a licensed font and not available externally.)

At a glance, some essential naming conventions:

• Full Festival Name: Te Ahurei Toi o Tāmaki Auckland Arts Festival (English runs on from te reo Māori, no separator)
• Never use Te Ahurei Toi o Tāmaki in possessive form (i.e. use “Auckland Arts Festival’s” or “the Festival’s” instead)
• Never use a definite article before Auckland Arts Festival (i.e. the Auckland Arts Festival)
• Approved abbreviations: AAF, the Festival
• Approved acronyms in copy: AAF, AAF 2025 (always with a space)
• Approved hashtags in social media: #AAF, #AAF2025 (no space)
• Approved URL: aaf.co.nz (always lowercase)
• Bilingual Festival dates: 6–23 o Māehe · March 2025

Note: AKLFEST as a shorthand and hashtag has been discontinued was retired from all Festival comms in 2024.

Are you a designer, marketer or producer working with the Festival and require access to the full brand assets and guidelines?

To request access or consult on usage, please contact our Kaihoahoa Matua, Kaiwhakahaere Waitohu · Senior Designer & Brand Manager, tim.wong@aaf.co.nz

Main image: Aotea Square, 2025. Image by Jinki Cambronero.