Our brand-identity

Published on 02 July 2020

UHCC logo 2020

In conjunction with a new website in June 2019, we also introduced new logos for Upper Hutt, Council, our libraries, and H2O Xtream. The new logos were designed to be more accessible than the former ‘postage stamp’ logo and to better reflect the balance of community and lifestyle as a connected city. Upper Hutt is a city that has the benefits of a close knit suburban community and open spaces, nature and parks (lifestyle). A ‘U device’ was developed as part of this identity to celebrate the connectedness and balance of our community and lifestyle.

The logo family, with bespoke variations of the U device for Upper Hutt Libraries and H2O Xtream, was rolled out on the new websites and some other digital-only applications.

As we were considering our next steps this year we felt that it was a perfect opportunity to incorporate a bilingual approach as part of our response to the Treaty of Waitangi, to embrace our heritage, and increase our promotion for the use of Te Reo in the community. 

The process of determining the names and applying these to the logos has included consultation and advice from our iwi partners and/or Kaitakawaenga Kaupapa Māori (Māori Liaison). Based on these discussions, we have resolved the translations for our business centres as Te Kaunihera o Te Awa Kairangi ki Uta for Council, and Ngā Puna Mātauranga o Te Awa Kairangi ki Uta for Upper Hutt Libraries. Because H2O Xtream is a brand name in and of itself, there is no specific translation, so we’ve resolved it as H2O Xtream ki Te Awa Kairangi ki Uta.

The Māori translation of Upper Hutt takes its inspiration from Te Awa Kairangi, the oldest name for the Hutt River, attributed to Kupe, the first Polynesian explorer to come to this area.  

Te Awa Kairangi fits our city’s narrative the best, as one that is teeming with life and possibility, as well as acknowledging our surroundings and the beautiful vista upon which this city is set. The river unites us.

Just as Upper Hutt is linked with Hutt City, it is practical for our Māori names to align to each other as well. To do this, we have added the location word ‘Uta’, preceded by the particle ‘ki’. ‘Uta’, by definition, locates anything that is inland, from a coastal perspective, or at the interior of a country or island. 

We’ve considered how we can make things as simple as possible, and avoid repetition where we can. We have resolved this bilingual partnership in the logos below. These new logos will start to appear in our communications and marketing as well as city and Council assets such as signs and vehicles as they come up for replacement. 

 2020 UHCC logos