Manaaki Brand Manual 2018
CONTENTS Introduction Story Values
Logo Application Brand Elements
INTRODUCTION Technique is a training restaurant at Otago Polytechnic and has been re-purposed during the summer of 2017/18. The new space, in contrast to the current restaurant, has a modern, lighter aesthetic with a “Scandinavian” theme. This space will be multi-purpose and event based. It will be used for teaching and learning, dining, gastronomy events and pop-ups. The staff at the Food Design Institute wanted a name and logo that encompasses the contemporary feeling of the new space as well as highlighting the students’ journey and achievements while studying at Otago Polytechnic. They decided to name the new space Manaaki which means ‘to support, take care of, and give hospitality to’. The idea behind the branding of Manaaki takes into account the vision for the new space, the literal meaning of Manaaki and also the land on which the building rests and what it signifies for Kai Tahu. Before European settlement, this area was used for mahika kai (food gathering) so it was important to incorporate this as part of the symbolism of the branding.
STORY Technique restaurant already has a strong following in the Dunedin community. It has a loyal clientele which the Otago Polytechnic Food Design Institute want to preserve as well as attract new customers. Manaaki is connected with the students that the staff train (for cooking, front of house or hotel management) and also with the land (whenua) that the building rests on. There is a past that is important to observe and also a future to look forward to. The new name required a new visual identity which represents the values (kaupapa) of the staff and students as well as observing what came before. During pre-European settlement, the hills surrounding Otakou Harbour were covered in forest. This and the harbour, provided Kai Tahu with essential food resources such as Ti Kouka (Cabbage tree), Kahikatea, Aruhe (fern root), Kereru, Weka and Eel. Mahika Kai translates as ‘places where food is gathered’ and the foods that were collected around this area all provided Kai Tahu with the essential elements of life. The local kai contain either a backbone or veins and the Manaaki design emcompasses the essence of this with a particular focus on the Eel and the kumete (bowl) which gives visitors to Manaaki the nourishment they need.
VALUES The design of a logo depends on the values of the business and the Otago Polytechnic Food Design Institute hightlighted the following as some of the values that they adhere to; Hosptiality Nourish Loyal Sustenance Encourage
Care Whanau Welcome Generosity Aroha
This also aligns with the values of Otago Polytechnic Caring / Manaakitaka Courage / Whakamanawanui Accountability / Takohaka Empowerment / Whakamana
Manaaki
Manaaki Manaaki
Typography
Lato Bold - used for Headlines only.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Manaaki
Any of the Lato versions below can be used for body text. Lato was chosen for its clean, modern look and ability to add macrons.
Lato Regular
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Lato Medium Logo Typeface - Javacom
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
The typeface for the Manaaki logo is Javacom and the license has been purchased for use by Otago Polytechnic.
Lato Italic
The word Manaaki has been slightly altered for the purposes of the logo design. Javacom can also be used for headings.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Lato Light
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Lato Light Itatic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ
Secondary Colours
Primary Colour Sea Teal C M Y K
76 18 41 1
R G B
48 158 156 #309E9C
The Primary colour, Sea Teal was chosen for its association with the following attributes; refreshing, wisdom, energy, intuition and creativity. It should only be used for the bowl of the Manaaki logo and any headings of documents.
Blue Bay C 93 M 69 Y 43 K 31
Paua Blue C 100 M 95 Y 24 K 12
Kahikatea C 67 M 31 Y 61 K 9
Green Smoke C 22 M 7 Y 19 K 0
R 27 G 68 B 91 #1b445b
R 41 G 49 B 113 #293171
R 92 G 135 B 112 #5c8770
R 198 G 214 B 206 #c6d6ce
The Secondary colours were chosen as they are complimentary to Sea Teal and can be used for any subgroups of text, for example, the explanation of a menu item.
LOGO APPLICATION DO Logo Clearspace
To ensure logo legibility, it must be surrounded by a minimum of at least 2cm except for above the text, which should be 3cm.
3cm
2cm
Manaaki
Manaaki
2cm
2cm
Minimum Logo Size
To ensure logo legibility, the logo should be no smaller than 10cm
Manaaki 10cm
Squash or stretch the logo
Manaaki Use any colour than that which is speciďŹ ed
LOGO APPLICATION DON’T
Alter the size of the logo in proportion to the typeface
Manaaki
Manaaki Place logo over a busy background Change the typeface
Manaaki
Manaaki
Use of Manaaki Bowl only It is acceptable to use the bowl without the Manaaki font in the following circumstances; 1) on items like cups, wine glasses, aprons, plates etc 2) on Word documents if used as a watermark.
If only the bowl is being used, it should be no smaller than 2.5cm and should be either Black or Sea Teal.
2.5cm
Manaaki
I had this idea about visitors eating a disc of rice paper with an editable logo of Manaaki on it. When they finished their meal, they would leave with a little bit of manaaki inside them.
Thank You
Contact
To the sta at the Otago Polytechnic Food Design Institute for their collaboration on this project.
Inge Andrew ingethesinger@yahoo.com 0277651525
To Denise Narciso and Caro McCaw from the Otago Polytechnic School of Design for advice and encouragement.