Monster Valley were invited to develop a new logo for the KBA in response top brief generated by The Karangahape identity Project.
Specifications within the brief noted that a new logo should:
Reflect the identity of Karangahape Rd, its people, its heritage and its special character.
Operate successfully in a range of contexts across a range of applications. Small/large, print/web, corporate/community etc.
Hold the potential to become an iconic symbol of our precinct.
Address the diversity of the K’ Rd precinct within a unifying outcome.
Hold the ability to host discussion about the identity of K’ Rd and our people (storytelling potential).
Employ the full name of the road, Karangahape, within the design.
It was also acknowledged within the brief that:
K’ Rd is a place that people feel very passionate about, you will never be able to please all.
There is a lack of visibility of our cultural heritage on K’ Rd.
The loss of Hape through the popularized abbreviated form of Karangahape is something that must be addressed within the logo.
“To address the diversity of the K’ Rd precinct, the “K” sits on a 45 degree angle to represent the unique nature of Karangahape Road, it doesn’t necessarily align with convention. The area’s attitude towards inclusivity is represented by the circle, encompassing all. The road’s full un-abbreviated name is used to acknowledge the heritage and origin of the place. It establishes the relationship between people and place.”
