A rebranding initiative to communicate vision and values by Titirangi Primary School in West Auckland has created a rich learning experience for the school.
Principal Gary Pearce says staff, parents, and the school board worked for 18 months to create a vision and a set of values for the school that encapsulated the partnership between the school, parents and community.
“We wanted to reflect both vision and values in our branding, and communicate it visually.”
There are five key components that define Titirangi Learners (both teachers and children): ‘Thinkers’, ‘Respectful’, ‘Connected’, ‘Achievers’ and ‘Well Rounded’.
“After a process of trial, error and thinking amongst ourselves and Jag, we went back to our environment for typical and recognisable plants and animals that the children could relate to.
“Rather than identifying things that encapsulate the five key learning concepts, we sought to build connections between those concepts and our environment to give our children a richer learning experience,” says Gary.
The associations made were: ‘Thinkers’ – nikau palm, ‘Well Rounded’ – piwakawaka (fan tail), “Achievers’ – young kauri tree, ‘Connected’ – a spider sitting in a stylised web and ‘Respectful’ – tui.
“We can do a lot of learning exploration around building connections between these symbols and concepts. It’s a more fun way to do it rather than just coming up with a symbol that encapsulates the Titirangi Primary School learning concept.”
Rebranding with the kereru (wood pigeon)
Titirangi Primary School’s original logo depicted a kereru (New Zealand wood pigeon), which was done in the mid 1990s to celebrate the school’s 125th jubilee.
“We wanted to update the logo to represent our partnership between school, children, parents and community as well as honour the past. A few years ago a parent of our fledgling PTA committee did some work on a logo representing a kereru family.
“We talked this concept through with gardyneHOLT and they really took on board what we said. The result is two adult kereru with a chick between them, to symbolise the ‘partnership’ aspect of our vision.
“We also wanted to capture a sense of the place, the hills, a bit of water… because you can see both the Manukau and Waitemata harbours from Titirangi, as well as the city. The logo Jag came up with captured that beautifully.”
Gary says another layer to rebranding and communicating the vision was reflecting a bi-cultural perspective. The logo and each learning component, like ‘Respectful’ has values associated with te ao Maori that have relevance to the school (with “Respectful’ they are manaakitanga – care and respect for each other and kaitia kitanga – care for the environment).
“When we unpack our five visual symbols they translate into a whole lot of learning which has a richness of stories and associations we can explore with the children – it’s a great outcome of our vision and branding process.
“Part of that is thanks to good collaboration between the school and Jag, who were great to work with,” says Gary.