Our Brand | Toi Foundation – Meaningful Design & Values

About Us | Our Brand

Our name

Toi has two meanings – ‘origin and source’, and ‘tip or summit’; both reflect our organisation’s commitment to contribute to the success and wellbeing of Taranaki and its people.

Our logo

Our logo embodies Toi Foundation’s vision for Taranaki – its people, land, history, culture, and partnerships. The contemporary design echoes Māori tukutuku panels, with repeating triangles symbolising Taranaki Mounga, Pouakai, and Kaitake, as well as our three strategic pou: Funding, Effective Organisation, and Asset Management. The ‘O’ in TOI forms a ring, representing the region around Taranaki Maunga – a symbol of inclusion, collaboration, and community unity.

Our brand expressions

Alongside our logo, four contemporary designs reflect our values. These brand expressions, inspired by traditional tukutuku patterns, appear on our vehicles, signage, and across Toi Foundation’s touchpoints, symbolising our work and approach.

COLLABORATIVE

Together we are stronger.
Relationships are authentic, enduring and based on trust.

PURAPURA WHETŪ

This design is inspired by the purapura whetū pattern, symbolising stars and the people of a region. Traditionally, it reflects the strength in unity – just as the stars of the Milky Way gather, so must iwi, hāpu, and whānau to thrive.
For Toi Foundation, it represents enduring relationships – together, we are stronger.

FOCUSED

Targeted philanthropic efforts on areas of greatest need. Deliberate in our actions.

NIHO TANIWHA

This design reflects Toi Foundation’s focus on areas of greatest need. Inspired by the niho taniwha moti – seen in tukutuku panels and tāniko weaving – it symbolises strength, resilience, and the interconnectedness of whānau. Just as the pattern’s sharp, upward-facing shapes represent stability, we build resilient communities through deliberate action.

INTEGRITY

Open and trustworthy.
Value differences and knowledge within the community.

TAKITORU

This tukutuku pattern, found on meeting house beams and panels, features single stitches in groups of three at alternating angles. It symbolises communication, identity, and meaningful relationships – values that align with our commitment to inclusivity, openness, and trust. Takitoru reflects our respect for diverse perspectives and shared knowledge as we work together.

INNOVATIVE

Pursue the new.
Grow from success and
learn from failure.

POUTAMA

This stepped pattern symbolises genealogy, learning, and intellectual growth. Traditionally used in meeting houses as a mirrored design, it reflects the journey of progress – steps rising from both sides toward a shared summit. For Toi Foundation, Poutama represents continuous growth, learning from both success and failure as we move forward.

Download our logo

As a grant recipient, you’re welcome to display Toi Foundation’s logo to acknowledge our support. Please download the files and follow the guidelines to ensure our brand is presented consistently.

Using our logo highlights our partnership and the impact of our funding in the community. Below, you’ll find official logo files and usage guidelines.

download our logo

Building a thriving, inclusive and equitable Taranaki