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Landmarks Whenua Tohunga

We were invited to propose a logo and brand solution for the Landmarks Whenua Tohunga project. Landmarks is a cultural tourism brand that identifies and promotes New Zealand’s most significant cultural and natural places.


Our brief was to create an identity that symbolised New Zealand icons and also suggested a network of these icons throughout the country. We looked to tukutuku panels for inspiration to create an easily identifiable New Zealand mark, formed from a representation of the very landmarks themselves.

The logo is designed to be used as a marker, seen at entranceways to Landmark Whenua Tohunga sites. For the signage markers the specific location is marked with a red tukutuku cross, indicating its place in the network of sites.

Alternatively, we created a simpler sign using a blend of wood/aluminium with printed graphics. These signs also allow for a more detailed description of the Landmarks brand and its significance.

The brochure and web iterations are more subtle than the marker and were developed in a range of sizes that vary the lockup of logo and name.

The nine initial locations for this project were in Northland, including the Waitangi Treaty Grounds, Kororipo Heritage Park, Rangihoua Heritage Park, Cape Brett Rakaumangamanga, Clendon House, Māngungu Mission, Pompallier Mission, Ruapekapeka Pā and Te Waimate Mission. The project has been a success in Northland and will soon be rolled out nationwide.

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