After a long and fruitful creative process, today we reveal our new brand identity — a dynamic look that celebrates the Festival in Auckland Arts Festival.
The coming together of friends and strangers in a feast of shared experiences generates a special electricity. This energy of people and performers is Te Ahurei Toi o Tāmaki Auckland Arts Festival — and is the inspiration for the new logo, colourways and typeface that form the backbone of our brand.
The design has been greatly enriched through our collaboration with Colenso BBDO. The team has gifted the brand identity and put an incredible amount of care and dedication into its creation. Their mahi has also brought the key elements of this year’s Festival — fun, festivity, inclusivity and respect — to the fore in a bright and bold manner.
The motifs embedded into the design remind us of the unique place that is Tāmaki Makaurau. The distinctive volcanic maunga, the sustenance and lifeforce of the mana moana that surrounds the city, and the iwi — our artists and audiences — who make this a Festival for people and by people, are symbols that ground the logo in this place we call home.
As we roll out the new brand identity over the coming months, you'll see more of these considered design elements out in the world. We hope some of the principles behind the design — to invite and encourage curiosity, to bottle that festival feeling of excitement, and to feel identifiably from Tāmaki and Aotearoa — can play a part in reigniting love and appreciation for our city. We're a festival for Auckland and we’re yours to explore and have fun with. Everyone is welcome.
