The principal reason for PARS’ rebrand was to raise their profile, to have a greater voice, to be more influential and to attract greater support from a wider audience.
The visual expression of the brand is predicated on the concept of interweave, and captures PARS’ commitment to Kaupapa Māori - indivisible and inseparable, with a single vision and a common purpose.
The idea translates into a contemporary weaving treatment that illustrates the concept of diversity and effortlessly houses the letterforms, creating a logo treatment that is highly recognisable, yet fresh and different. The weaving treatment has been expanded to house language and create graphic messages, creating a cohesive and recognisable brand identity system.
