The CAB brand reflects our culture, values and principles.
Our visual identity is composed of many parts. Each part is explained below.
The Manaia
Auckland artist Don Solomon was commissioned to design the manaia in the early seventies. The British CAB had adopted an owl as its symbol, but because the owl represents death to some Iwi, a new symbol was sought. Peter Harwood suggested the manaia, a mythical bird-man creature which is commonly incorporated into the lintels of Māori meeting houses and is a symbol of protection. While the CAB manaia is based on the traditional manaia design, it was also adapted so that it is unique to our organisation.
The word ‘manaia’ is made up of two words: ‘mana’ which means the enduring, indestructible power of the gods; and the word ‘ia’ which refers to he, she, him, her, each. It is the first breath of all living things that activates life, be it mountains, streams, winds, rain, trees, birds, fish, insects, animals and man.
The manaia was carved in rimu by Jack Edgely, a bureau worker at the time. The carving is looked after by the Association’s National Office in Wellington. It is displayed at the national AGM each year.
The logo
Between the seventies and 2010, the CAB logo consisted of a manaia surrounded by two circles, with the words ‘Citizens Advice Bureau’ inside the circles.
A group of Ngāti Whātua elders, some of whom were active in CAB in the seventies, were involved in the development of CAB’s logo, commenting on early drafts and suggesting amendments.
The design department at the Auckland City Council was asked to incorporate the manaia into a logo. The final design, which was done in consultation with local Māori, is the logo we used until October 2010.
In 2009 CABNZ began a process of refreshing the brand and so the new logo of two speech bubbles was born. The combination of the English text and the Manaia symbolizes the bi-cultural partnership between Maori and Tauiwi. Brian Slade of Origin Design, with the approval of Don Solomon, simplified the manaia for ease of reproduction and created the new logo.
The Māori name
For many years the CAB used Ngā Pokapū Whakahoki Pātai Mai I Te Iwi Whānui - a name that was intended to be a literal translation of Citizens Advice Bureau.
As part of the branding refresh and to coincide with the change of the name of the Association, in 2010 a new Maori name was developed which conveys the concept of the CAB and its service, rather than being a literal translation.
The new Maori name for the CAB is:
Ngā Pou Whakawhirinaki o Aotearoa
This name was identified for the CAB by Julian Wilcox, nephew of Peter Harwood. Julian also provided the explanation of the meaning of the name, set out below:
“A Pou Whakawhirinaki is a person whom one can rely upon when seeking solace, strength, assistance and help. The whakatauki (proverb) says – Taku pou whakawhirinaki I nga wa o te porotaika. My source of strength in moments of adversity”.
“Given the work that the Citizens Advice Bureau undertakes, the notion of people seeking assistance is carried with this name. It also denotes a sense of giving assistance without any pecuniary gain being sought in return.”
The typeface
As part of the 2009 branding refresh, Origin Design also specially created a new typeface for CAB. The decorative font utilizes the koru that represents new life and also draws on the forms of the Manaia.
The positioning line
The CAB is about providing assistance to people who need help, options and clarity. Our bureaux are places to have conversations and to learn. ‘Not sure? Ask Us’ celebrates the relevance and accessibility of CAB’s service to all. People can come to us about anything and we will help them.