Te Whare Taonga o Waikato Museum & Gallery
Client
Te Whare Taonga o Waikato Museum & Gallery
scope
Brand
Identity
Motion
Strategy
All Projects
sector
Civic
The Background
Te Whare Taonga o Waikato Museum & Gallery is the cultural and artistic heart of Kirikiriroa, Hamilton. It celebrates the rich and diverse heritage of the Waikato region, with a strong emphasis on its relationship with iwi and the vibrant artistic and scientific innovation of the community. With the Museum undergoing renovations, the opportunity arose to reassess its brand identity. This reflection aimed to refine its purpose, audience, and value proposition, resulting in a clearer, more targeted, and consistent identity that aligns with its role as a cultural destination. The challenge was to craft a brand that inspires, connects with the community, and solidifies the Museum’s reputation nationwide.
The Strategy
At the heart of the Museum’s rebrand is the concept of taonga—treasures both tangible and intangible. Te Whare Taonga o Waikato is a “house of treasures” encompassing objects, art, history, knowledge, and inspiration. The Museum and Gallery act as guardians of the Waikato region's cultural, historical, and artistic heritage, offering immersive exhibitions and collections that bridge the past and future through creative storytelling. The new visual identity centres on duality, reflecting the Museum’s commitment to biculturalism under te Tiriti o Waitangi, its dual role as a Museum and gallery, and the relationship between past and future. The icon is designed as two abstracted hands in a protective clasp, symbolising the guardianship of taonga. The four lines in each half represent the four collection groups: tangata whenua, art, history, and science. At the centre of the combined icon is a depiction of the Waikato River (Te Awa), a sacred taonga and central to the region’s identity. A secondary, detailed icon incorporates 33 threads, symbolising the 33 hapū of Tainui. The wordmark, bold and flexible, leads with the Museum’s reo Māori name to emphasise taonga and reinstates the word "gallery" to clarify its dual function. Set in an authoritative condensed typeface, it balances distinctiveness with simplicity, ensuring the collections and exhibitions remain the focus. The base unit of our graphic device is the humble circle, derived from the silhouette of the hero brand icon. The simplicity of the circle enables a wide range of interpretations and dynamic applications.
The Outcome
The rebranding of Waikato Museum, Te Whare Taonga o Waikato, resulted in a cohesive, inspiring identity that resonates with the community and positions the Museum as a cultural destination of national significance. The new icon encapsulates its role as guardians of taonga while celebrating the region's cultural and historical depth. The bold wordmark confidently centres the Museum’s reo Māori identity while ensuring clarity and flexibility for diverse applications. Together, the visual and conceptual elements of the rebrand reflect the Museum’s commitment to preserving heritage, fostering creativity, and connecting the past with the future.
Credits
Franklin by HEX
GT Alpina by Grilli Type
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