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The second main value of the mountains brand identity should be resilience. We define this value as a quality of a mountain's student. Someone who may not successfully complete something but will get back up and try again, someone who overcomes difficulties, someone who keeps going forward. Resilience is being able to bounce back from setbacks, the ability to thrive in the face of challenges. Referring to our mountains slogan, ‘It is not the mountains we conquer but ourselves’, when we fail to do something, when we fail to conquer the mountain, we fail and get back up. We motivate ourselves to get back up, to eventually conquer the mountain. According to our market research, we saw that 52 out of the 161 responses said that mountains whanau represent resilience. In the fonterra ad we saw that the similarity of the core values they had, they also portrayed the qualities of our whanau. From this data, we can infer that the brand identity of our whanau is Resilience. That is the thought that comes to the minds of students when they hear Mountains Whanau. Along with the data, we can see that resilience is already tied into our whanau’s slogan. Which also reinforces the fact that we are indeed a resilient whanau. To sum up, we strongly believe resilience should become one of the the core values of the mountains brand identity.

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The first core value of the mountains brand identity should be good citizens. This value would be defined as a person who obeys the rules of the school, listens to the views of others and takes responsibility for the environment and does not damage it in any way. Mountains also demonstrate this by representing this schools honor and success in a mannerly way, both in and out of the school zone. The value of being responsible is an ideal focus for the mountains brand identity because it creates the dominant image of our whanau in the form of a core representational word. It is a value of the MHJC growing greatness as it emphasizes the values of what every MHJC student should signify. From our market research, we learned that 114 out of the 161 responses said that mountains whanau represent good citizens. This is a very high number, this is the value people relate mountains whanau with. Moreover, analysis of successful NZ business brand identities identified that great citizenship is relative to being trustworthy. This is the value NZ businesses try to sell out to their consumers, their target market. The mix marketing plan would see that the value depicted through the use of promotion in NZ businesses varies similarly from company to company. To sum up, we as a whanau portray this value at a good quality. For it to be apart of our brand identity would signify our contribution towards being known as good mountains citizens.

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Explanation/Justification of Logo - Symbolism 

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Explanation/Justification of Logo - Symbolism 

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The logo we have created has a use of symbolism to express our whanau identity. First of all, our logo, the letter ‘M’ has been changed in such a way that the structure forms the image of two mountains. This image has been created to symbolize how all students are different and unique in their own ways. ‘It is not the mountain we conquer but ourselves’. Our logo is outlined with koru patterns. In Maori culture, the koru pattern has various meanings in different places. By using this particular koru pattern it reinforces the idea that we as a whanau represent: peace and respect. We have also included the 3 main colors of the Maori culture as a way to reinforce and emphasize the meaning of the korus and our whanau colors (white/red). Symbolism plays an important role in this logo as it merges each of our whanau’s aspects and creates it into one image. Symbolism contributes to express the inner and outer meaning of our whanau. The students of our whanau can be expressed through the two images which are joined together to create the logo. Overall, symbolism connects all the aspects of this logo together and is what emphasizes our whanau’s inner and outer meaning.

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Explanation/Justification of Logo - Typeface/Slogan Placement 

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Explanation/Justification of Logo - Typeface/Slogan Placement 

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In this logo, the slogan has been placed below the dominant image. 'It is not the mountain we conquer, but ourselves'.Our slogan is placed at the bottom of our logo. We believe this is the correct place to put it as it will be the last thing the viewer will see. The size font used for the slogan is not large. We have chosen for it to be this way so that the viewer will guide their way through while reading it. The color of the slogan text is plain bold black, and the text is written in capital letters. This would make it stand out. We have changed the font to a bold text as it will capture the attention of the audience once they have set eyes on our logo. The point of capturing their attention is to make them come back to it and eventually make them remember who Mountains are. To sum up, the placement of the slogan plays a major role in the appeal of the logo.

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Explanation/Justification of Logo - Dominant Image  

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Explanation/Justification of Logo - Dominant Image  

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In this logo, the dominant image is the letter 'M'. The letter M, represents the name of Mountains Whanau. It is placed in the center, with a form of korus outlining it. The dominant image represents key ideas in the image and since the movement of the eyes carries from left to right, placing the image in the center assists in focus. The dominant image is basically what the viewer first sees. It surpasses everything else with its size, colour, font, image, and even the meaning of the word itself. We present the ‘M’ as something the viewer should first be able to understand and remember. People would find it hard to remember us with the in-depth description, however the 'M' plays the role of keeping it basic and obvious. In this image, negative space is used to create two mountains below the dominant image. The gap created by the M represents our whanau image in a clever way. The 'M' presents itself and keeps itself onto the viewer's memory in more of a promotional way. This is similar to the apple which is used on the apple logo. It is kept there as the main feature. Using an M as the dominant image keeps the attention of the viewer alive, as they know that this logo belongs to Mountains. Referring back to the apple logo, everyone remembers it as an apple and does not pay attention to the bite as its smaller and has less ‘power’. This relates to the 'M' as it is the dominant image, thus it is what people will identify our logo as. To sum up, this image tells the audience of what whanau we are.

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Explanation/Justification of Logo - Negative Space 

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Explanation/Justification of Logo - Negative Space 

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In this logo, we have used negative space as an important aspect to perfect our mountains logo. Negative space is the space around the subjects of an image. In our logo, we have designed the letter 'M’ to depict our whanau name "Mountains". The structure of the ‘M’ has been changed in such a way that it has created the image of two mountains within the two bottom gaps of the letter. The angle and size of the bottom lines have been changed so that the normal triangular look forms a new mountain-like image. We have blended the image of the ‘M’ as a way to emphasize what mountains is known as. The effect negative space has on the viewers is that it make

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Explanation/Justification of Logo - Color 

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Explanation/Justification of Logo - Color 

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In this particular logo, the key colors that have been used are red, black and white. I have used red because it symbolizes power and courage. Black is associated with mystery and protection, it is considered to be a prestigious color. White is the color of perfection, it exemplifies purity and goodness. These three colors together emphasize the visual appeal. In this image, these three colors have been used in the outline of the dominant image to create a pattern of korus. In the center of the image, a deep red has been used to reinforce the idea of being powerful and courageous. The white outline against the center red works to contrast between the three colors. It highlights visual interest. The three colors are important to us as they work together to depict our mountains core values. The idea of us being balanced and courageous. All in all, these three colors all impact the way visual appeal is emphasized

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Always give it another go! You never know how you will do until you try.

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Always give it another go! You never know how you will do until you try.

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Respect, friendship, loyalty. It makes a great citizen.

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Respect, friendship, loyalty. It makes a great citizen.

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You are the creator of your own destiny. 

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You are the creator of your own destiny. 

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Always go with the choice that scares you the most, because that's the one that is going to help you grow.

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Always go with the choice that scares you the most, because that's the one that is going to help you grow.

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- The Help

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The art of bouncing back

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Dedicate yourself and you can find yourself, standing in the hall of fame. 

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Dedicate yourself and you can find yourself, standing in the hall of fame. 

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There's always gonna be another mountain, I'm always gonna wanna make it move. Always gonna be a uphill battle, sometimes I'm gonna have to lose.

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There's always gonna be another mountain, I'm always gonna wanna make it move. Always gonna be a uphill battle, sometimes I'm gonna have to lose.

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Reach for the stars, you never know what you can do until you try.

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Reach for the stars, you never know what you can do until you try.

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You have been assigned this mountain to show others it can be moved 

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You have been assigned this mountain to show others it can be moved 

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What doesn't kill you makes you stronger 

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What doesn't kill you makes you stronger 

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- Kelly Clarkson

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Mountains - The creator of the existence of others 

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Mountains - The creator of the existence of others 

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It is not the mountains we conquer, but ourselves. 

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It is not the mountains we conquer, but ourselves. 