Media resources, logos and brand guidelines

Download Te Awhi Rito logos and read our guidelines for using the Te Awhi Rito brand.

Te Awhi Rito New Zealand Reading Ambassador logo.

Download Te Awhi Rito logos and web banners

Te Awhi Rito logos (zip, 6.6 MB)

Te Awhi Rito web banners (zip, 3.7 MB)

Te Awhi Rito brand guidelines

Download and print the pdf: Te Awhi Rito brand guidelines (pdf, 2.0 MB).

Read the accessible version below.

The concept of the harakeke

The name ‘Te Awhi Rito’

The name Te Awhi Rito comes from the harakeke or flax plant. The ‘rito’ is the young shoot at the centre of the plant. ‘Awhi rito’ are the strong, mature leaves that stand straight and tall to surround, protect and nurture the rito. Outside Te Awhi Rito are the ‘tūpuna’ or older leaves that bend towards the ground. These support the entire harakeke bush and eventually become part of the fertile ground beneath.

The harakeke is sometimes used as a metaphor for generations in a family. Te Awhi Rito are parents, connecting the young people or rito in the centre of the bush to their grandparents or tūpuna.

Te Awhi Rito is not a direct translation for Reading Ambassador but represents this role in nurturing and inspiring the rito — the young and new readers. The tūpuna represent the many organisations, authors, teachers, libraries and other advocates for reading in Aotearoa New Zealand.

Over time, each Te Awhi Rito Reading Ambassador will add their mana and mahi to strengthen the whole harakeke.

Te Awhi Rito master logo

Te Awhi Rito (Reading Ambassador) logo can be used on a white or dark background. Select a version that will display in a legible and readable way. Contrast with the background colour is important. Where possible, use a version from the artwork files below.

Colour options

The logo can appear in up to 3 colours — kārerarera (light green), mā (white) or papatūānuku (deep brown) — with specific colours to use on light or dark backgrounds.

The harakeke must be kākāriki or mā, whichever colour contrasts best with the background colour.

Te Awhi Rito master logo — 2 colour version on different background colours. The logo on the left is on a mā (white) background. The logo on the left is on a dark background — papatūānuku.

2 colour versions — kārerarera and papatūānuku

Te Awhi Rito master logo — single colour version on different background colours. The logo on the left is on a dark background — papatūānuku. The logo on the right is on a light background.

Single colour versions in mā and papatūānuku

Te Awhi Rito avatar, favicon and banners

For digital use (web or social media), the logo is condensed to its simplest visual form. Edit or optimise the size to suit the destination channel.

Te Awhi Rito brand elements for digital use. Includes: 3 social media avatars in different brand colours, a favicon and 2 banners. One banner has the logo on the right side, the other has the logo on the left side.

Social media avatar — options, favicon, banners

Te Awhi Rito colour palette

The Te Awhi Rito colour palette has 2 levels:

  • The primary palette contains the colours used to generate all elements of the brand in the visual identity system.

  • Use secondary colours to accent, amplify, highlight and build vibrancy and interest in print and digital communications.

Primary palette

Kārerarera:

  • Pantone 2299C

  • CMYK — 26c 0m 95y 0k

  • RBG — 192r 223g 22b

  • Hex code — C0DF16

Papatūānuku:

  • Pantone 439C

  • CMYK — 56c 68m 59y 64k

  • RBG — 69r 53g 54b

  • Hex code — 453536

Secondary palette

Pantone 376 C:

  • 50c 0m 100y 0k

  • 132r 189g 65b

  • 84BD00

Pantone 640 C:

  • 95c 0m 3y 26k

  • 29r 120g 172b

  • 0082BA

Pantone 675 C:

  • 20c 100m 0y 10k

  • 174r 37g 115b

  • AE2573

Pantone 144 C:

  • 0c 50m 100y 0k

  • 235r 139g 35b

  • EB8B23

Pantone 2250C:

  • 78c 0m 73y 0k

  • 0r 179g 115b

  • 00B373

Help and guidance

If you have questions about using any of the brand artwork or assets, contact Te Awhi Rito programme team: reading-ambassador@dia.govt.nz.

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