Aotearoa Fisheries Ltd
About the Logo
The stylised ‘map’ of New Zealand or Aotearoa is based on the story of Māui tikitiki a Taranga.
The Māori name for the South Island – Te Waka a Māui - refers to the canoe that Māui was standing on when he fished up the North Island with a fish hook made from his grandmother’s jaw bone. The Māori name for the North Island – Te Ika a Māui – literally means the fish of Māui. You can see both the canoe and the fish represented in the logo.
The stylised fishing line or aho running over the islands refers to the national composition of AFL and the fact that the company is owned by all iwi around the country.
This logo evokes the strong seafaring traditions and legends of our Māori
ancestors and presents a distinctive New Zealand image, including the paua
inlay, to overseas clients and visitors.