Our Logo
The AFL logo represents a stylised map of Aotearoa/New Zealand and is based on the story of Maui Tikitiki a Taranga.
The Maori name for the South Island - Te Waka a Maui - refers to the canoe that Maui used. The Maori name for the North Island - Te Ika a Maui - means the fish of Maui. You can see both the canoe and the fish represented in the logo. The stylised fishing line or aho that runs over the land refers to the fact that AFL has companies throughout Aotearoa and, as a Maori-owned company, it links all tribal groups together.
This logo evokes the strong seafaring traditions and legends of our Maori ancestors and presents a distinctive New Zealand image, including the paua inlay, to visitors and clients both domestically and internationally.
