Te Hekenga Taikoa

Always revealing more

Despite generations in New Zealand, Chinese New Zealanders still experience racism, internalised shame and a sense of exclusion. Part of the problem is a lack of understanding of the true depth and significance of the history and experience of Chinese New Zealanders in our nation – not only from the wider New Zealand public, but from many Chinese New Zealanders themselves. For this reason, the New Zealand Chinese Association set out to create a website that would act as repository for the rich yet diffuse tapestry of New Zealand Chinese history and experience. Our brief was to help build a brand around this incredibly rich yet complex kaupapa.

The name, Te Hekenga Taikoa, was created from kupu māori in tandem with Chinese language concepts. Hekenga means journey, migration, voyage. Tai comes from te reo Māori for tide, while in Cantonese and Mandarin is means elevated, intensified. Koa in te reo Māori means joyful, happy, elated, while it is also a transliteration of guok, from joonguok, meaning middle kingdom, the widely recognised term for China throughout the wider Asian world. We drew from the concepts in the name and leaned into the idea of ‘always revealing more’, inspired by the movement of tides and waves of migration, and how they connect us across the seas. The purpose of this project is not commercial gain. But to be a gift from previous generations to the next, so that they may have a stronger sense of community and identity as Chinese New Zealanders.

Connected by the waves of migration. Bound by history and heritage, culture and identity, past and future. Recognising our individual journeys and shared identity. The interwoven threads of heritage, whakapapa and knowledge. Embedding our name into our journey. Creating a distinct, iconic and ownable symbol.

Working closely with Cantonese–Māori artist Simon Kaan, our colour draws from the important connection our natural world in both traditional Chinese culture and te ao Māori.

Our language is how we tell the stories of our heritage and our future. Inspired by the gateways (Paifang and Waharoa) that we use to invite people into both of our worlds. Creating a custom display typeface that had a sculptural quality and reflected affinities through both cultures.