Brand identity and logo design, grounded in kaupapa Māori
People often meet your brand before they meet you. It should look like who you are and where you come from, and it should still make sense to someone seeing it for the first time.
Tohu Studio is a Māori design studio based in Mount Maunganui, with a base in Te Tai Tokerau near Whangārei. We create brand identities for iwi, hapū, trusts, Māori businesses and organisations that want their values to be seen, not just written down. Tohu means sign or symbol, and that is the work: finding the symbol that carries your story.
Brand identity that carries your whakapapa
Every identity we create starts with kōrero. We listen to your people, your whakapapa (lineage and connection), your history and your plans for the future, then shape what we hear into a visual language that belongs to you.
We work with:
- Iwi and hapū entities, post-settlement groups and marae
- Charitable and land trusts
- Māori-owned businesses and social enterprises
- Health, education and community organisations working with whānau
- Businesses in Tauranga Moana and Te Tai Tokerau that want a brand with a sense of place
What a Tohu brand identity includes
- Logo design, including landscape, portrait and icon versions
- Motif and pattern development drawn from your story, such as harakeke (flax) weaving or the koru (unfurling fern)
- Colour palette with print and digital values
- Typography for headings, body text and te reo Māori with correct macrons
- Brand guidelines your team and suppliers can follow
- Ready-to-use templates: business cards, letterhead, email signatures, social media and presentations
- Signage, uniforms and merchandise when you need them
How we work
- Kōrero and whanaungatanga (building the relationship). We meet with you, ideally kanohi ki te kanohi (face to face), to understand your kaupapa (purpose), audience and goals.
- Research and mātauranga (knowledge). We look at your history, your rohe and the stories that matter, and check cultural meaning with the right people as the work develops.
- Concepts. We present two or three directions, each with the thinking behind it, so you can see why a shape or colour was chosen.
- Refine. We work through changes with you until the identity feels right for your people.
- Guidelines and rollout. We hand over final files and guidelines, and can design everything that carries the brand, from signage to your website.
Recent brand identity work
- Pou Ora: brand identity and guidelines for a Wairoa kaupapa supporting the journey to wellness, drawn from the pūrākau of the taniwha Ruamano and Hinekorako.
- Tāpoi Māori ō Tauranga Moana: brand identity for Māori tourism in Tauranga Moana, bringing the whai, Mauao and pīngao together in one tohu.
- Kohinga Koha: brand identity, guidelines and website for the Māori Economic Summit hosted by the iwi of Tauranga Moana, built around Tirikawa rock standing firm against the waves.
- Ngā Pōtiki: brand identity and guidelines for Ngā Pōtiki ā Tamapahore Trust, built around the three whale tails of the Mangatawa legend.
- Te Tomika Trust: brand identity, graphic design and website for a trust nurturing resilience for individuals and whānau.
- Kahukuraariki Trust: identity, graphic design and annual report for the kaitiaki (guardians) of assets returned to Ngātikahu ki Whangaroa.
- Aukaha: logo, typography and waka lashing motifs for the Māori news service from Radio Tainui, Moana Radio and Te Arawa FM.
- Bay Packers: brand identity, design and photography for a seafood wholesaler.
Where we work
Our studio is in Mount Maunganui, Tauranga, with a base in Te Tai Tokerau near Whangārei. We work with clients across Aotearoa, in person where we can and online when distance calls for it.
Frequently asked questions
How long does a brand identity take?
Most identities take 6–10 weeks from first kōrero to final files. Larger projects with consultation or a wider rollout take longer, and we will agree a timeline with you at the start.
Can you refresh our existing logo instead of starting again?
Yes. Sometimes a brand needs a full rebuild, and sometimes it needs a refresh that keeps what people already recognise. We will be honest about which one you need.
How do you make sure cultural elements are used correctly?
We draw on mātauranga Māori within our team and check the meaning of motifs and kupu with you and, where needed, with your kaumātua (elders) or iwi experts before anything is final.
Do we own the final logo?
Yes. Once the project is paid, the final artwork and its use are yours, as set out in our terms.
Let's Kōrero
Tell us about your kaupapa and where you are heading. We will come back with ideas on how your brand can carry it.
