Avonhead-Russley Community Network

Project Description: Avonhead-Russley Community Network Logo

Client: Avonhead-Russley Community Network

Project Overview:

Before work could begin on the Avonhead-Russley Community Directory, a brand identity and logo for the organizing team had to be developed in order to promote confidence for potential viewers to the directory. and provide a visual identity to move forward with.

Design Challenge:

The branding had to be representative of the wider community and the area of Avonhead & Russley. As well as be sensitive and inclusive to Māori culture and associations with the area.

Creative Solution:

Working alongside Damian Mackie at the Whakaraupō Carving Centre and Trust in order to involve an expert perspective and learn the cultural identities and histories about the area and their wider involvement with wider Otautahi, a logo was developed that speaks to and honors multiple aspects, cultural significances, and communities in Avonhead & Russley

Key Ideas & Korero:

• The two arms of the head of the Ōtakaro awa and it’s past use as a delta, being able to launch waka and paddle from one side of Otautahi to the other before colonial settling.
• Avonhead/Russley area being known in Māori as Ngā Puna Wai: ‘many spring waters’ Koru are used here to signify the many springs and creeks in the area. Also being representative of the migration of Hapu to food souces, which were abundant in the area.
• Inclusion of raperape ‘ripples of learning’ to reinforce the idea of motion and how Avonhead shares with the wider communities, and the history the area and of Ōtakaro awa of being used as important launching point for transit out to wider Otautahi.
• Arms of the ‘A’ are representative of two arms coming together, one of Tangata Tiriti and the other of Tangata Whenua, two peoples uniting.
• Cherry Blossoms: Iconic to Avonhead, they signify growth, renewal, and optimism, reinforcing the community’s bond with nature.
• The colours draw from local schools (Russley, Avonhead, Westburn, and Merrin), blending red, blue, and green.

Special thank you and tēnā koe to Damian Mackie from the Whakaraupō Carving Centre Trust for his input on the design and his teaching on the cultural aspects surrounding it.

Project Results:

The logo became the visual identity for the group and for the wider directory project that followed.