Our name - Takitini
Ngaa Koorero Whakamaarama
Takitini - Waikato district economic development
Navigating together for a thriving future
Takitini is Waikato District Council's refreshed economic development brand.
Mahana Toka, Waikato-Tainui cultural expert put forward the name Takitini as a reflection of the outcomes outlined in the brand strategy.
The Tohu (brand mark) was designed Run Agency, a Waikato-Tainui tribal business.
The name 'Takitini' captures the essence of our collective vision for economic development in our takiwaa (district).
Brand vision and mission
Planning for future generations
Over the past two years, the Waikato District Council have worked in partnership with Waikato-Tainui to develop a brand that reflects the evolution of the economic opportunities in the district and the significance of the area to the Waikato people.
Our brand mission is to:
"Foster strategic partnerships to stimulate sustainable economic growth within our district, enabling the hauora of our natural environment, towns and communities to facilitate intergenerational prosperity"
"Ehara taku toa i te toa takitahi, engari he toa takitini
Success is not the work of an individual, but the work of many"
Te Tohu
The brand mark
The tohu (brand mark) is inspired by the taurapa (sternpost) of the waka and the circular piitau motif traditionally carved on them. This is in reference to the name, Takitini, and the notion of paddling in unison and navigating as a collective towards a shared goal.
The metaphor of the waka relates to the Waikato River from whom the district takes its name.
The circular motif is an acknowledgement of the central element of Te Paki o Matariki, the coat of arms of the Kiingitanga and the close affiliation of the District Council to Waikato-Tainui.
The brand colour palette is warm and inspired by the earth and water elements. The red colour refers to the kaakaramea / kookoowai clay, used to colour carvings including the taurapa and tauihu of waka.
Brand elements
Our brand design
These brand elements were created using the shape of the tohu and represent parts of the waka, including the tauihu (bow) and the base and tip of the taurapa. They have been rotated to lay horizontally to represent the awa and its movement across the whenua.
The circle shape is the outline of the full piitau in the tohu, representing the many people involved in the kaupapa.
In these patterns the abstract shapes of the waka are arranged to express movement, symbolising the future-focused outlook of the kaupapa, and the many beds of the Waikato awa, as referenced in the saying - Waikato taniwha rau, he piko, he taniwha, he piko, he taniwha.
Our brand design was given approval by the office of the Kiingitanga under the reign of the late King Tuheita Paki.
We are honored to have been given permission to use these designs as and appreciate our ongoing partnership with Waikato-Tainui and Run Agency.
