Tā mātou tohu

Our brand refresh was a collaboration between artists Kereama Taepa and Tim Walter-Hansen. It is a tribute to our iwi, our whakapapa and our collective influence.

Our tohu was designed by Kereama Taepa (Te Arawa, Te Ātiawa), a renowned contemporary Māori artist who creates artwork based on customary Māori artforms with a technological twist. His works are informed by customary Māori art forms and conventions yet use digital technologies to explore Te Ao Matihiko and it’s relationship to Te Ao Māori.

Our brand elements and custom font was brought to life by award winning illustrator and graphic designer Tim (Walter) Hansen from Fay & Walter. Tim has worked on a number of impressive brand refreshes and projects with clients such as Te Māngai Pāhō, Te Taura Whiri, Te Mātāwai, ASB, Garage Project, Icebreaker and Huia Publishers.

Below we have explained the meaning behind the design elements used for our tohu, our custom font and the philosophy behind using a marakihau to represent Te Ohu Kaimoana.

He whakamārama
Marakihau are a moana-specific taniwha. They are supernatural creatures, and a part of our natural environment. We know from pūrākau, whakairo, waiata, that there are many stories and perspectives from iwi and hapū on the roles that marakihau and taniwha have played throughout time across Aotearoa.

Below is an explanation of some of the themes and values represented in our tohu.

Kotahitanga‍
Where our true strength as an organisation lies — is with our iwi. That is why we have 58 pākati (knotches) on our marakihau — to represent our iwi, and to show that when we all come together, iwi unified through Te Ohu Kaimoana — we are all powerful — a true taniwha through kotahitanga / unity.

Whakapapa
An important component of any brand is whakapapa and provenance. In 1992 the logo of the Treaty of Waitangi Fisheries Commission was comprised of three fish, and three koru.

In 2004 when the brand was refreshed (and again in 2017), Te Ohu Kaimoana was presented with three waves which represented the breaking of the water from the prow of a waka, representative of leadership in the ocean.

Our marakihau and also our custom font pay homage to this tradition with the breaking of three waves on each side of the face, and also three haehae lines on the brow/forehead and mouth. Our font lettering is made of three haehae, and three unaunahi (scales) in the negative space. An evolution from 1992 and 2004.

Kaitiakitanga
The initial voyagers of our ancestors to Aotearoa were accompanied by marakihau and taniwha such as Tuhirangi, Āraiteuru, Ruamano and Ureia; who helped to provide safe passage, and protected our people from the elements on their journey.

Taniwha, such as Moremore, are also known for protecting waters and harbours while people would fish and gather kaimoana. Moremore can take the form of a shark to warn people away from an area, which may become dangerous due to changing conditions or an incoming storm.

There are equally many stories of taniwha and marakihau, who are fierce and frightening towards people. Tūtaeporoporo began life as a shark in the ocean and ended up in the Whanganui river; he acquired a taste for human flesh, and would swallow people and their waka whole. Taniwha have been known to kidnap people and punish ‘greedy’ sailors by eating them.

Much like the many traits that our marakihau and taniwha are known for, we too as Te Ohu Kaimoana have role that is not simple and is often misunderstood.

Sometimes people see Te Ohu Kaimoana act in the role of a kaitiaki, to protect the settlements and Māori fishing rights, as well as our natural environment.

For those same reasons in the eyes of others, we can be seen and depicted as a monster — because our indigenous world view and the role we must play for our people can be of a contrast to western values system.

Hihiritanga
Taniwha and marakihau hold the special ability to change their form and shape — to adapt to their environment when needed.

Te Ohu Kaimoana has also evolved and adapted in its role as and when required throughout its over 30 year history, as our primary purpose or priorities have changed. We are an adaptable and ever evolving entity - and change is a constant in our space.

Rangatiratanga
In oral histories it is said that when some great chiefs pass, their spirits have crossed over into the form of taniwha and marakihau. Taniwha are a known symbol and metaphor of great leadership — we often hear within Māoridom of leaders past and present - 'they were/are a taniwha'.

When thinking of the plethora of incredible leaders we have been fortunate to have at the helm of the Māori Fisheries Commission, the Treaty of Waitangi Fisheries Commission and Te Ohu Kaimoana since 1989 — a taniwha is a fitting tohu to honour their collective legacy.

Customary design elements and their significance

Marakihau
Marakihau are taniwha that live in the ocean. They can be identified visually through some unique features. They possess the torso of a man or a woman, and their bottom half is that of a sea creature.
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Tongue
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They have a long tubular tongue, which can be used for sucking up fish (and in oral histories the odd greedy sailor). We have used the tongue of the marakihau to also serve as its body. The long tongue is easily one of their most distinct features.
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Horns / fins
Marakihau are depicted with fins or horns that sit upon its head, and in carvings of marakihau you will see versions with either/or.

Topknot
As is customary with marakihau and also manaia, many depictions in wood carving, pounamu and bone come with the feature of a topknot - which can often be mistaken for a third-eye. In this instance we have used the whiore (tail) of a tohorā (whale) to link the top knot and karu (eyes).

Pākati
We have used 58 individual pākati (knotches) in the brow and mouth of the marakihau. These individually represent the 58 iwi organisations that govern Te Ohu Kaimoana, and more broadly are representative and inclusive of all tangata whenua in Aotearoa.‍‍‍