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Our Brand Story

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Click to view Our Brand Story video


On 1st December 2021 we launched an exciting new logo and visual identity for the school. This followed a thorough process involving the consultation of our whole community and utilising the design and marketing talents of current and alumni parents. We ran focus groups, undertook a community survey and had a number of design feedback opportunities. The new logo icon is inspired by the pattern of a weave and represents our children ‘weaving their future’ – creating their own stories and forging their own paths. The brand story within the logo identity draws from our school Kaupapa and our vision to ‘grow active learners who make a positive difference.’ It also uses the key words and concepts that our community told us were important about BPS and our school community.


Our community is connected and collaborative (Mahi Tahi) like an interlinking weave. Ascending upwards to the sky, but also grounded at the roots of the icon, the weave symbolises how, with a solid foundation, we support each other to be strong, to develop and to grow here at Birkenhead Primary and beyond (Kia Manawanui, Kia Manawaroa). 


The colours are for our whānau groups (Tohorā, Kauri, Kōtuku, Tuatara) and for the sea, bush, sun, and respect and kindness (Manaakitanga). 

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We can repeat our logo icon weave to create patterns that represents how our weave can grow, just like our tamariki.

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As part of the new visual identity launch, we have created a fantastic new uniform for our tamariki consisting of a school t-shirt, a whānau group shirt (available in the four whānau group colours), shorts, basketball singlet, a pullover hoodie and a bucket hat. Our uniform will remain optional for daily use, however the Board wishes to review this and will be surveying the school community in early 2022.


A slight change to our policy is that all students will be expected to have one school t-shirt by the start of Term 3 2022. To improve visibility and Health & Safety, when children are off site representing the school (sports or trips) they will be required to wear their main school t-shirt. The Board is kindly gifting one bucket hat to all children in early 2022 (and it will be provided to all new entrants when they start school). Replacement hats will need to be purchased. 


We are also introducing a reversible basketball singlet for our basketball teams but this will also be available as a special uniform item for Year 6 students only. We know these students like to have a special piece of clothing to identify them as the leaders of the school and they are responsible enough to use sunscreen (always available in class and encouraged by the teachers). 


The uniform has been designed to be modern, fresh, easy-wear and easy-care, beautifully branded and our tamariki will be proud to wear it along with their peers. We are working with an excellent supplier, NZ Uniforms, to ensure a quality product, competitive pricing and simple purchase options for everyone. The uniform purchase will be through the NZ Uniform website, which offers internet banking, credit card and Zip/AfterPay purchase options, and also WINZ subsidy options to make it easier for every family.

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Please note:  These images are concepts only and not the final designs. Colours will vary on different devices. Final samples will be on display next year.


An enthusiastic team of volunteers, led by school parents Jane Henderson and Katrina King, have been working throughout 2021 to bring this project to life. Jane and Katrina have been part of the Birkenhead Primary community for the past 10 years and Jane is also an Alumni of the school herself. With backgrounds in graphic design, marketing and communications, they have previously project managed and organised several successful BPS school fairs, trivia nights and discos, the 2019 BPS Centenary celebrations, and they have been instrumental in the foundation and development of the school’s Learning Trust. They are delighted to be part of such a transformational change at the school. Graphic Designer and current school parent Gemma Scott also provided invaluable input and design mahi during the project. Eight current or Alumni parents presented designs as part of the logo development phase. Although it has evolved throughout the process, the original chosen concept design was created by new school parent Lucy Olive (a talented and experienced graphic designer) who is excited that she will see her design around the school throughout her children’s time at BPS.