ATU Identity

The best place to work

Identity, logo design

November 2018

Aotearoa Tech Union is New Zealand's union for anyone who works in the tech industry. Their mission is to upload workers' rights, protect against exploitation (particularly for migrant workers), and promote equal pay.

The ATU wanted something that represented a strong workers' union, along with some geeky hints to the technical side of its members. We went with a strong pink as the main accent colour, making it bold, and keeping it decidedly gender-neutral.

The logo was made to be reminiscent of both the shape of Aotearoa New Zealand, and a semicolon, which denotes the end of a statement in many programming languages.

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