Our Logo

We wanted to approach the redesign of our logo and brand as a College in a way that spoke to our whakapapa, our present, and our future.  

We were fortunate to work with Phila Lagaluga, a very experienced designer who aims to tell stories through a decolonised Māori/Pasifika lense, to proudly speak truth and acknowledge that Aotearoa is a nation built on many narratives, not just one mainstream story.  

His SixOneNine agency is a Māori and Pasifika-focused design agency committed to listening, hearing our clients and crafting that conversation into a creative solution. 

After a wānanga process, Phila aimed to design a logo that authentically embodied St Johns Theological College’s whakapapa and mission. The brand should convey a spirit of community, faith, and inclusivity while honoring the college’s heritage and traditions. 

He acknowledged ‘Tapu’ as the brand essence for St Johns Theological College, which thoughtfully incorporates the principles of Whakapapa, Community, Practice, and Taonga. ‘Tapu’ embodies the values of sacredness, peace, tranquility, community, belonging, dignity, and flourishing. 

He noted that “Tapu” transcends visual representation, embodying a profound emotional and spiritual essence that resonates deeply within individuals and communities. It is not merely a concept that can be captured through images or symbols; rather, it is an experiential reality that shapes interactions, influences behaviors, and fosters connections. 

He acknowledged our past and present visually, including the place of  shields and coats of arms, which conveys a sense of legacy, continuity, and respect for tradition, which can resonate deeply with audiences who value history and cultural heritage. 

By acknowledging and modernizing the new logo, Phila has allowed Hoani Tapu to maintain its historical and cultural significance. By keeping core elements intact, the connection to the organisation’s legacy and identity is preserved, fostering a sense of continuity and respect for tradition. This allows for a thoughtful evolution of the logo that can address current design trends and preferences without losing the essence of the original. This approach enables Hoani Tapu to refresh its visual identity while keeping its foundational elements, leading to a more relevant and appealing representation. 

The final version of the logo showcases several design enhancements. The shield is embossed, giving it a slightly metallic feel that adds depth and sophistication. A multilayered drop shadow creates a floating effect, adding a sense of dimension. He opted for a simple color palette featuring blues, silvers, and a hint of white, which keeps the design clean and elegant. The type for the name is rendered in a modern serif-style font, maintained in a flat and minimalist presentation to provide a striking contrast against the detailed shield logo.