Te Korowai Brand & Identity

Te Korowai was chosen as the name that represents our organisation. This is based on the role that SPCNZ will play with the Performance Coaching Community in New Zealand – providing a “wrap around” support to Performance Coaches.

The Korowai is often referred to as a cloak. Each Korowai having its own story woven into the garment. It is a form of art which connects through an appropriate whakapapa (genealogy) and narrative.

Likewise, each coach brings their own stories and whakapapa.

SPCNZ’s role is to support each coach on their coaching journey, adding strands to their individual Korowai as they grow and develop.

Metaphorically, Korowai is also referred to as a form of shelter to protect, uphold and uplift the mana of the wearer.​

Kua whiriwhiria ngā wāhanga e whā o te korowai hei whakarite atu ki ngā mātāpono matua o te kāhui nei

Three different strands of the Korowai have been selected to represent the main purposes of SPCNZ:

Tāniko:​ Origins and Culture​
Kaupapa:​ Purpose​
Remu:​ Outcome​

Using the above as the foundation, we commissioned Superbold, a digital innovation agency to develop an appropriate logo and brand identity for the organisation.

At the core of the logo is the Korowai, the traditional Māori cloak, symbolising protection and support for coaches, much like the cloak shelters its wearer. The logo’s outline shape represents the shoulder of the Korowai cloak. A form of shelter to protect, uphold, and uplift the mana of the wearer – or in this case, the community of coaches who are protected by the symbol’s meaning.

The three strands of the Korowai – Tāniko, Kapapa, and Remu – represent the organisation’s cultural roots, purpose-driven approach, and focus on tangible outcomes, respectively.

To elevate further, the Koru has also been included, a symbol of growth and new beginnings, reflecting SPCNZ’s commitment to nurturing talent and development within the coaching community.

The logo’s koru outline represents the pītau, the unfurled shoot of the fern, symbolising new beginnings, birth, and the unfolding of new life and growth.

Keywords such as passion, collaboration, and advocacy further underscore SPCNZ’s guiding principles, shaping its drive towards excellence and inclusivity. Together, these elements form a visual representation of the organisation’s dedication to strengthening coaches and advancing the field of sport performance in New Zealand.

The Koru represents the pītau, the unfurled shoot of the fern, symbolising new beginnings, birth, and the unfolding of new life and growth.

The second shape represents the shoulder of the Korowai cloak. A form of shelter to protect, uphold and uplift the mana of the wearer.

Three strands of the Korowai:

Tāniko: Origins and Culture

Kaupapa: Purpose

Remu: Outcome