http://www.kono.co.nz/kono/kono/about/brand/ ( 21 May, 2013 )
In Kono branding, weaving represents the inter-relationships of the many different Kono stakeholders. They include:
- future generations
This weave features in the Kono logo with a harakeke (flax) leaf connecting the ‘K’ to the ‘N’. It is representative of how knowledge is passed intergenerationally through families.
The colours of blue and green represent the moana (sea) and the whenua (land). These are the vital resources of Kono and revered in Māori culture through the process of kaitiakitanga – environmental responsibility.
Meaning of Kono
A kono is a basket woven out of harakeke (New Zealand flax) and was traditionally used by Māori to serve food in. Using the word 'kono' represents our desire to provide New Zealand produce to the world whilst being guided by our Māori values.