03 – Visual Style

01 – About the brand

Logomark Usage

Our Identity

Kia Maanu Kia Ora visual identity has been developed to reflect our culture. It acknowledges that water safety is not merely about teaching water skills. It must start with a deeper understanding and respect for wai that is natural for Māori, which can also lead to the provision of more purposeful drowning prevention for all New Zealanders.

Primary Lockup

We lead with our combined logomark as the hero of our identity. Our graphic icon represents our culture, and our name gives context to our purpose. We should always lead with this as a primary logomark. For social profiles, tighter spaces, or vertical layouts - we can use our icon only.

.75’’ or 50px

MINIMUM SIZE

This version is not intended for extremely small sizes. The minimum height is .75” for print applications and 50px for digital applications.

Clear Space

Clear space, or negative space, is the area that surrounds the logo that is completely clear of any other graphical element. Clear space helps the logo stand out from the rest of the elements on the page and ensures legibility, even at small sizes.

As a general rule, the more clear space around the logo, the better. If you need help applying the correct clear space, use this diagram and the relative size of the graphic icon as a reference guide.

Color Variations

The primary colours of the Kia Maanu Kia Ora identity take cues from our nations waterways. These colours have been chosen to represent the authenticity of our culture and brand.

"Whakapapa" (blue) is our primary brand colour, and is a representation of the source of water safety knowledge. The rain drop within the Wai Puna model depiction.

"Tikanga" (green) is our secondary brand colour and connects to the outer ripple within the Wai Puna model depiction .The usage of this colour represents the various ways Māori engage with the water such as depicting waka sails for voyaging, fish scales (mahinga kai) and waves (recreation).

"Tuna" (off-white) is our primary neutral. It reflects the whitewater and splash of the waves in our oceans. This is the colour you should use when placing the logo on top of imagery, or when using the logo on dark backgrounds. You can also use this as a background accent colour to draw attention to key information.

"Pango" (black) - should only be used on white or light backgrounds. We never use our logo in black on top of any imagery or colours.

Icon Only Lockup

The icon-only logo lockup for Kia Maanu Kia ora is our graphic element. It should be useful in situations where the wordmark lockup cannot be scaled appropriately. It can be used alone or in combination with the primary wordmark where space permits.

Logo Misuse

This page illustrates how not to use the Kia Maanu Kia Ora logo. These examples represent some of the most common errors, but do not necessarily constitute an exhaustive list. To maintain consistency of the Kia Maanu Kia Ora logo, follow the guidelines outlined in this document.

Never attempt to alter, redesign, or add to the Kia Maanu Kia Ora logo lockup.

Do not change the logo color outside of the approved palette.

Do not apply a gradient or pattern fill to the logo.

Do not outline the logo.

Do not stretch, distort, or warp the logo in any way.

Do not crop or cut off the logo.

Do not change the typeface or recreate the Word mark.

Do not rotate the primary or icon versions logo.

Do not add a drop shadow or any other effect to the logo.

Do not position the logo over off-brand colors, patterns, or busy backgrounds.

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