A logo for Council - not a rebrand for Ōtorohanga

Kia ora koutou,

I want to take a moment to speak directly to the heart of recent conversations about our Council’s logo. We’ve heard the questions, the pride, and the passion, and I thank everyone who has reached out.

I’ve read the recent article and the opinion piece, and I’ve spoken with members of the public. What’s become clear is that there’s been some misunderstanding about what this change involves - and what it doesn’t.

Te Ōhanga – The Nest is the new logo for Ōtorohanga District Council. It represents our role as your Council – the work we do with and for all our communities. It’s not a new logo for the town, or for the district, and it certainly doesn’t replace the identity that so many of us proudly carry as the “Kiwi town.”

Let me be clear:
We did not spend $100,000 on a new website just to match a logo. That would be ridiculous.
Back in 2023 - well before any logo change was considered - we commissioned analysis on our old website. The feedback was clear: it was clunky, outdated, and didn’t serve the community well. We approved a larger budget ($150,000) to improve its usability and accessibility, making sure people could easily find information and engage with us online. That work was about improving service, not branding.

The logo itself cost under $5,000.
Te Ōhanga/The Nest was created to support the Long Term Plan 2024–2034 and later adopted as Council’s logo because it resonated strongly with our community and partners. No additional work or cost was needed. I’ve also done a quick scan of other councils' rebrands, and it’s not uncommon for logo updates to cost tens of thousands of dollars. We’ve taken a far more prudent and intentional approach.

This is a change to Council’s corporate logo - nothing more.
We are not getting rid of the kiwi statues, the Kiwiana Walkway, or the township’s iconic Kiwiana theme. Those are a treasured part of our story, and they’re here to stay.

The kiwi remains a powerful part of who we are. Our continued investment in the Ōtorohanga Kiwi House, including the $2 million loan to support its redevelopment, is one example of how deeply we value this taonga and what it represents.

But as we shape the future, we must also ensure our identity reflects everyone we serve. Through years of engagement, we heard voices from across the rohe - rural communities, coastal and urban townships, and mana whenua, all calling for a shared sense of belonging.

That’s what Te Ōhanga symbolises: unity, strength through connection, and a future we weave together. It includes the stylised ‘Ō’ for Ōtorohanga and visually represents the values that came through loud and clear in our community engagement - kotahitanga, care, and collaboration. Like any piece of visual identity, design is inherently subjective, not everyone liked the previous logo, and not everyone will like this one, and that’s ok.

We’re rolling out this new logo responsibly - digitally first, and only updating signs, cars and materials as they naturally need replacing. This isn’t a full rebrand. It’s about aligning our face with our values being practical, inclusive, and future-focused.

To those who feel a sense of loss, I hear you. The kiwi remains a cherished part of our district’s story. And so does this next chapter.

We don’t just represent Ōtorohanga township. We serve the people and communities of our entire district, from the shores of Kāwhia to the Waikato River in Arohena, and everywhere in-between

This change is not about discarding who we are - it’s about reflecting the work we do today and the future we’re building together.

Ngā mihi nui,

Mayor Max Baxter