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Regard for the feelings, wishes, or rights of others. The friendly and generous reception guests, visitors, or strangers.

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The skill of  recovering quickly from difficulties and setbacks. Achieving and moving towards your goals no matter what happens. Never Giving Up

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The combined action of a group to achieve a goal, especially when effective and efficient.

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We used various methods to make our typeface more effective and striking. Firstly we made the font bold and black so it stands out amongst the kowhaiwhai patterns and is easily distinguishable. Additionally this makes the slogan visible from longer distances away and grabs a viewers attention. We used a banner to seperate the slogan from the rest of the logo and to add some movement. The font used in our logo is known as Kaushan Script. It is surrounded by a ribbon like banner decorated with kowhaiwhai patterns. Kaushan script is a very simple yet elegant font. Some of the lettering on the font is fancy and shows customers that our product is of high quality. The ribbon like banner also shows that we are welcoming and links back to hospitality (one of our values). To sum up our typeface is simple and has features such as being a specific font and being bold which make it more effective.

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One of the central value's of Mountain's Brand Identity should be Resilience and Determination.This value would be defined as not giving up, trying your very best even after you fail, quickly recovering from any problems and dilemmas that were in your path, and trying your best effort no matter how many times you've been knocked down. The Resilience/Determination value is an ideal focus for the Mountains Brand identity because it shows that we are a Whanau which will stay strong and recover from even the toughest of set backs and come back fighting . Our group wants to convey this belief and message to the other Whanaus. We will achieve this by designing our logo around this belief and using symbolism to convey it to viewers. Once again through our survey and market research we learned that students and teachers see Resilience/Determinations one of the key values shown by Mountains students. When unpacking the brand identities of numerous New Zealand brands we saw that their advertisements all portray New Zealanders as hardworking citizens who give it their all. Lastly resilience is one of the key values of the MHJC vision which states that all students must stay resilient. All of these examples show why resilience /determination should be a key value in the Mountains Brand Identity. Our market research shows that this value is definitely relevant and also something our students are already known for. Our group definitely believes that Resilience/Determination should be a key part of our Whanau's brand identity because it is a value which is being shown by our students daily and our whanau is also known for. It also fits in very well with our whanau's mountains theme.

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Hospitality/Respect should definitely be one of the central values of the Mountains Brand Identity. Hospitality/Respect can be described and demonstrated in a range of different ways. The students of our whanau demonstrate hospitality by being welcoming to guests and teachers visiting the whanau. Hospitality/Respect also includes being polite and considerate towards fellow students and teachers. Overall we are aiming to market Mountains as a friendly and welcoming Whanau. Our group is going to achieve this by using "Patiki" Kowhaiwhai patterns in our logo which represent hospitality/respect. We also use other methods of symbolism in our logo to show and convey to viewers that one of the key values of our whanau is Hospitality and Respect. We conducted a survey as a part of our market research which went out to all students. From this the results we obtained showed that the one value that our whanau is most known for is Hospitality/Respect/Politeness. Moreover when looking at the brand identity of various New Zealand businesses we found all of them portrayed New Zealand as very friendly and welcoming country. In our marketing plan we would like to do something similar and portray our Whanau in the same way (friendly and welcoming). Our market research shows that Hospitality/Respect is relevant to our Whanau and is a value which Mountains is already well known for. The brand identity research shows various successful . New Zealand brands are conveying the same values as we are. Therefore since this is succeeding for them surely it will be successful for us. Our group definitely believes that Hospitality/Respect should be a key part of our Whanau's brand identity because it is a value which is being shown by our students daily and is part of the identity of various successful brands.

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One of the central values of Mountains brand identity should be unity and teamwork. Unity and Teamwork basically means that the students of our whanau work together to achieve their goals. It also means that the students of our whanau stand together as one. Unity can be also mean that the students of our whanau treat each-other as family. Therefore creating sense of community. We will depict this by having a specific aspect of our logo represent this value. We will be doing this to show the viewers this value. When researching brand identity we unpacked 3 advertising videos. All 3 videos were quite different but we identified one similarity which was that all of 3 of them created a sense of community. Specifically community was the key idea in Fonterra's advertisement. Since this concept has been used and been successful in a top companies brand identity it will definitely be effective in ours. To sum up unity and teamwork should be a key value in mountains brand identity because it is something shown by our whanau and creates a sense of community. A concept which is used by one of New Zealand's largest brands

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The mountain range is the focal point and the first aspect we want the viewer to see. The layout utilises the rule of thirds which is technique/guide which shows the designer where to place the focal points. All 4 intersecting horizontal and vertical lines of the guide fall on key elements of our logo. All the content is evenly placed except for the right side of the banner which directs a viewers attention to the slogan and the banner. This effect is known as asymmetrical balance. If we once more look at the rule of thirds the focal points in our logo are the centres of both mountains and along the banner. The mountain range is positioned above the banner and overall at the centre of the logo. Just above the centre of the mountains are where the climbers are positioned.  The mountain range is positioned in the centre so it is grabs the viewers attention, the first object a viewer sees is what he/she will remember the logo by. The climbers are positioned in the top centre because we want the viewers to easily spot them as they convey the logos main message. Lastly at the bottom we placed the banner as it is the last thing we want the viewer to see. We used layout techniques such as the rule of thirds and asymmetrical balance to make our logo more effective and memorable.

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Dominate image and Negative space - Derick

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Dominate image and Negative space - Derick

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In this logo, the dominant image is the mountain and the negative space in the logo is the "M".In our logo, we chose mountains because it is the main symbol that every whanau in Mission Heights Junior College recognises about Mountains whanau and for our negative space we made an "M" because it's the letter that is at the beginning of the word "Mountains". In the logo, there are two red mountains as the dominant image and for the negative space the mountain forms a letter "M". Our dominant image and negative space are simple and straight forward so it is easily recognisable and memorable so whenever someone sees our logo they immediately think of mountains whanau.  Overall the dominant image and the negative space is simple and easily recognised by all the people in Mission Heights Junior College.

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In this logo, the main color and shades that have been used are Red, White, Black, and Grey. I have used these colors and shades Red, White, Black, and Grey because Red symbolizes the Determination or resilience, White represents peace and the purity we have, Black represents our strength and seriousness, and gray represents being cool and neutral. I added these colors to the logo because they all represent the pieces of mountains or the people of mountains. Some people are Determined and Resilient, some may be peaceful and humble, some people of mountains have power or strength or may be serious about their curriculum, and some may just go with the flow. We also used these colors because many companies go with the colors Red, Black, and White and these companies range from KFC to Bridgestone Tires to even the Lotto Sportswear. They use these colors because they have Passion and Seriousness for their job. These certain colors are relevant to our Whanau because they represent the main aspects of us, the Mountains people. Red is Determination, Black is Power or Seriousness, White is the Peace and Humbleness, and Grey is neutral and cool. People in this Whanau are easily represented using these four colors which are soon to be our new colors. Thus all the chosen colors represent this whanau because the colors show the certain but special qualities that people outside our whanau notice and bring to light.

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Our logo uses symbols such as mountain climbers and Kowhaiwhai patterns to convey our whanau's values. The mountain in our logo represents the challenges/obstacles we face and overcome throughout our school year. It also serves as a way of showing that our students are reaching new heights and frontiers. The Kowhaiwhai patterns on the banner link back to our country's heritage and culture. We used a specific pattern called "Patiki" which represents qualities such as hospitality, respect and etiquette. Mountain climbers in our logo represent the students of our whanau achieving their goals and making it to the top after staying resilient and determined as they surmounted and overcome countless obstacles. It displays values such as resilience, determination and conviction. We integrated two climbers holding a flag into a our design to convey values such as teamwork and unity. The key elements of our logo are a red mountain range with mountain climbers making their way to the top holding a flag. A ribbon displaying our whanau's slogan at the base of the mountain range is decorated with kowhaiwhai patterns known as Patiki.  Our group chose to display resilience and determination as the survey showed they are one of the values mountains students are recognised for. The Patiki pattern is ideal for our logo because through our survey we learned that respect/politeness is the one value which our students are most commonly associated with. Through our market research we learned that various successful companies linked back to New Zealand's culture and heritage in their branding therefore we integrated Kowhaiwhai patterns in our design. Furthermore in our market research we identified numerous brands which used community and unity as their main aspect. This and the fact that Mountains Whanau likes to be known as a family or a community is the reasoning behind us having 2 climbers working together. The various aspects of our logo all represent and show the viewer a different quality/value such as resillience, determination, respect and teamwork. All of these values are significant and/or relate to our whanau and branding image.