Introducing Te Pātaka Whaioranga
We’re proud to announce that PHARMAC has adopted Te Pātaka Whaioranga into our identity as an expression of who we are and the role we play in New Zealand.
Te Pātaka Whaioranga, ‘the storehouse of wellbeing’, sums up the part we play in managing and safeguarding something that is valuable to our whole community.
Incorporating Te Reo Māori with our name signals our commitment to Te Tīriti o Waitangi, and the work we’re doing with Māori communities, our Whānau Ora partners and Māori health professionals to help them achieve the best possible health outcomes for Māori from funded medicines.
Choosing the Te Reo expression of our identity
“The term was gifted to us by our Kaumātua, Bill Kaua ONZM, and the feedback we received reassured us that it embodies what PHARMAC is about, and the ‘story’ we want to tell,” says Sarah Fitt.
“We adopted Te Pātaka Whaioranga after seeking feedback from Māori communities and healthcare professionals.”
A pātaka has many literal and metaphorical associations in Te Reo Māori. It refers, literally, to the raised platform for food storage and protection of taonga, and is also a symbol of safeguarding of things that are precious to the community.
Within the PHARMAC context, the concept of the pātaka symbolises a solid and reliable structure safeguarding the continuous flow of supplies, such as medicines and medical devices, and it’s our role to keep the flow constant and maintain availability for the benefit of all New Zealanders.
“Whaioranga, or the pursuit of wellbeing, is already reflected in the name of our Māori Responsiveness Strategy, Te Whaioranga, signaling the central importance of meeting the needs of Māori through our work. Altogether, the term Te Pātaka Whaioranga reflects that we are the guardians of the pātaka, with a role in replenishing and sustaining the wellbeing of whānau and all communities in Aotearoa New Zealand,” says Sarah.
Accompanying visual identity
We’ve also updated the look and feel of PHARMAC’s visual identity to reflect the concepts expressed by Te Pātaka Whaioranga.
The new design retains elements of our previous logo, to reflect continuity with our 25-year history and the confidence our communities have in it. The infinite double spiral also reinforces the theme of supplying medicines and medical devices to support the health and wellbeing of New Zealanders.
“The visual pattern that is part of our new identity takes inspiration from the decorated carved slabs of many pātaka around the country. Traditionally, carvings on pātaka signal the importance of the supplies being stored. Our unique design is our way of signaling the importance of our role in supporting better health outcomes for New Zealand,” says Sarah.
Last updated: 21 December 2018