Otago University officially launched its new brand at a dawn ceremony last Wednesday morning on May 1st, unveiling the new tohu (symbol) and reo Māori name Ōtākou Whakaihu Waka on the St Dave’s plinth to a crowd of around 300. The event had a number of speakers from the Uni and OUSA.
The Tuakiritaka project has been years in the making as part of what Chancellor Stephen Higgs says is a “bold change” as part of the Uni’s long-term plan to become a Te Tiriti-led organisation. The Deputy Vice-Chancellor Māori Jacinta Ruru referenced the recent establishment of her position and the construction of Te Rangihīroa, named after the first Māori Otago Uni graduate, as important milestones in commitments to this, with the Uni being “students, staff, whānau and communities.”
In a (freshly branded) press release following the ceremony, the Uni said that the new tohu draws inspiration from the Ōtākou channel (not from a fruit bowl, as student consultation last year suggested) “which brings water, kai and life to the region – just as the university brings and shares knowledge across Aotearoa New Zealand and internationally.” It symbolises this channel, with a waka placed on top.
The name Ōtākou Whakaihu Waka is a change from Te Whare Wananga o Ōtākou, which Te Runanga o Ōtākou upoko Edward Ellison said means “our name is being recognised, instead of being a transliteration without context.” Ōtākou Whakaihu Waka is a metaphor meaning ‘A Place of Many Firsts’.
Writing for the NZ Herald, OUSA President Keegan said, “It is a place of many firsts. Anyone can recall the massive personal growth they experience at university, most of which are defined by firsts. First time you did a keg stand? First time forgetting to take the bins out only to leap out of bed when you hear the truck? First time you realise everyone around you is smarter, except the people in your group project?”
Beyond these stepping stones in the paths of the average uni student, Gemella also spoke to the broader experience of firsts for tauira Māori. On behalf of Te Rōpū Māori, Gemella said, “As for a lot of our tauira Māori, we are here redefining what it is and what it means to be Māori [...] As for a lot of our tauira, we are the first – the first to finish secondary school, we are the first to leave our kāinga, we are the first to attend the education system, we are the first to receive a tohu as we walk the stage at the Dunedin Town Hall. Us as tauira Māori embody and encompass Ōtākou Whakaihu Waka.”
“It is a place of many firsts,” said Gemella. “Us as Māori, we are the many firsts. We are the bow of the waka that pierces the ocean, leading the way for others to follow, creating a path that is suited for our people to take at the beginning of their journey to voyage as they go through the University and manoeuvre unknown waters and obstacles.”
Keegan expressed her support for the change, saying, “It feels so glaringly obvious this new brand identity is the correct one.” She points out how the tohu that “is so deeply connected” to Otago “resonates much more with me than a random coat of arms [...] we are not just a wanna-be British university, tied down by colonial pasts.”
The cost of the project drew some criticism last year during consultation. Overall, it is expected to be $1.3 million. The rebranding will be rolled out over time, with physical signage at St Dave’s, and at the Christchurch and Wellington campuses being changed first, alongside digital spaces like the Uni’s Instagram profile pic. The traditional crest will continue to be used in ceremonial settings in acknowledgement of alumni who have strong associations with the coat of arms.