Te Manatū Waka – Ministry of Transport
Te Manatū Waka – Ministry of Transport is the Government’s system lead on transport. Scenario was asked to refresh their visual identity to better align with their recently launched new website. Central to the brand refresh was to bring to life Hei Arataki – their Māori Strategy and place it at the forefront of the brand.
The Ministry’s Māori name, ‘Te Manatū Waka’, underpinned the direction of the logo refresh. Guided by Dan Brown (Māori Strategist), the logo narrative was born. At first glance, you might see a whētu – a star – representing navigation. However, if we deconstruct the six points of the logo marque – and the spaces between – we can see elements of the journeys as everyone in Aotearoa travels through our environment – through mountains, lakes, oceans, rivers, valleys, cities and communities.
To create a deeper narrative, we applied the concepts and narratives of the Ministry’s Ngā Pou and Ngā Mātāpono (strategic pillars and guiding principles) to all areas of the updated brand in an empowering way that increases awareness and engagement with Hei Arataki and te ao Māori. Rather than simply an aesthetic decision, applying the brand’s graphic elements links the Ministry’s work back to these fundamental principles and pillars that guide everything they do.
