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New Brand for Singing School New Zealand



The Singing School New Zealand has a new brand that symbolises the vocal performance goals of the national Hawke’s Bay-based school.


Chairman of the NZ Singing School Trust, Helen Walker, says that a new approach is being taken to the School for 2021. The Trust felt it was also a good opportunity to refresh the brand to enhance the school’s national and international profile.


“Our designer has done a superb job in delivering a new brand that symbolises singing and performance in a special way, and gives the School a strong, modern appeal,” she says.


“We have also flipped our name to put Singing School first, as singing is our priority and main purpose.” The previous name was New Zealand Singing School.


The designer is Leticia Masseurs of Organic Lines Design in Napier. In developing the design, she focussed on both the stage/performance outcome of the School and the audio symbol that is in common use on computers and websites.


The koru has been incorporated as it is a special Aotearoa New Zealand emblem and represents the School as a national institution. The Trust will also continue to use the school’s te reo Māori name – Te Wānanga Toi Waiata. Other images also reflected in the new brand are musical notes, an auditorium, the ocean and even the iconic Napier Soundshell.


“The new brand is a clear statement of our purpose in helping to create New Zealand’s voices of the future – it’s a fresh new look that our Faculty and students will be proud to use,” says Helen Walker. Past students of the Singing School New Zealand include soprano and recording artist Deborah Wai Kapohe, international tenor Simon O’Neill, King’s Singers member Chris Bruerton, and the 2018 Lexus Song Quest winner Joel Amosa.


A new website is also in development to further enhance the school’s national identity.

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