The Kia Orana Values are the foundation that aligns our tourism industry with the core values of the Cook Islands people and its residents.

Our values are based on our culture and traditions while reflecting our unique and modern way of life. It informs our collective approach to tourism and guides our aspirations for its continued development.

“Our” represents a shared connection between Cook Islands residents and visitors.

“Little” serves as a guide, aligning expectations with the reality of our offer, and drives our unique benefits: intimate, simple, casual.

“Paradise” immediately informs those with no or little awareness of the nature of our destination.

Our brand pillars are key as it is our truth, identity, and what differentiates us.

People, at the core of why we do what we do. Product, ensuring authentic memorable experiences are had.

Place, the environment in which we operate.

The echo of who we are and how we communicate as a people, product and place.

Our logo is intentionally the name of our country, aimed at raising the profile and awareness of the destination.

Our tagline is both an invitation to enjoy and commit to the shared responsibility of being a steward of our little paradise.

Following the guidelines for consistent use of our logos will help reinforce the Cook Islands Tourism image and strengthen the brand.

The “Love our little paradise” lockup versions should be used where possible, but not at sizes or applications where it is not easily read or becomes distorted.

There are two orientations of the logo: stacked and horizontal.

The “Love our little paradise” section of the logo is not to be used independently from “COOK ISLANDS.”

The stacked version is not to be used in New Zealand, Australia, and North America.

As shown here, the clear space surrounding the logo cannot be less than the half the height of the K. To ensure the logo’s clear visibility and easy identification at all times, it is crucial to maintain this distance around it.

In digital banners where space is limited, the clear space can be reduced to half of X if needed.

The distance between the logo and “Love our little paradise” has been carefully placed. It is not to be repositioned, resized, or used separately from the COOK ISLANDS section of the logo.

Logo minimum sizes are a critical aspect of our brand guidelines, ensuring that our logo maintains its clarity and impact across different applications.

“Love our little paradise” should not be used when it does not appear easy to read or becomes distorted.

By adhering to these specifications, we guarantee the logo remains legible and recognizable, whether it’s displayed on digital platforms, printed materials, or merchandise.

Island specific logos such as Rarotonga & Aitutaki should be applied when the market has high awareness of the destination.

The “Love our little paradise” logo variant is intended for domestic use in the Cook Islands. Emphasizing “Love” in the tagline highlights how love in action is put into practice within the Cook Islands.

This then ensures that the original “Love our little paradise” tagline is always used alongside the hero logo “COOK ISLANDS,” preserving brand integrity.

It is important to showcase the logo using approved colors. When incorporating photographs and illustrations in advertisements and various media, ensure the logo is presented in a clear and prominent manner. Exercise your best judgment to guarantee ample contrast, optimizing legibility.

Avoid using the logo as shown below.

In addition to full colour, the logo can also be used in the following single colour variations. Please refer to the colour palette section 4.13 for correct colour values.

Below are approved colour combinations in which the Cook Islands Tourism logo can appear over our brand colours. Please refer to the colour palette section 4.13 for correct colour values.

Pa Enua (outer islands) co-branded logos are to be used when promoting specific islands.

Consistent use of our brand colours is essential to building the Cook Islands Tourism brand worldwide.

The Cook Islands Tourism brand uses three typefaces across all our communications.

Choices around photography help us promote the Cook Islands as a little, authentic paradise with divers activities, experiences, and rich culture. As a general rule, when possible, show people in photos to help travellers envision themselves in the scene.

When using imagery from the Cook Islands Tourism library, ensure to credit the appropriate source. Example: © John Smith

To maintain the integrity and consistency of our brand imagery, it is imperative that effects or colour adjustments are not applied to approved brand photography. These images have been carefully crafted to reflect our brand identity accurately. Please refrain from altering them in any way to ensure a cohesive and recognizable brand presence across all platforms and materials.

A series of icons and other graphics have been prepared to use in marketing materials. Although shown in the Cook Islands pink brand colour, graphics can be used in other brand colours.

When using the sun or multi-triangle graphics, 15 triangles must be used to represent the number of islands in the Cook Islands.

See the Resources Section 6.0 for information on how to download all files.

Use the provided checklist as a litmus test for all creative produced.

Maintaining the authenticity and charm of the Cook Islands brand relies on a smooth creative sign-off process. This step ensures that every creative aspect aligns seamlessly with the brand’s values and identity. By embracing this process, we safeguard the brand’s reputation and ensure that its unique essence shines through in all communications.