March At the heart of the identity sits a monogram inspired by the key characters of Ōtautahi and Christchurch. The O and C letterforms come together to tell a story of place, drawing on the form of the Ōtākaro Avon River as it winds through the city. Influenced by the traditional Māori carving technique of haehae, the simplified mark reflects both the physical landscape and the dual heritage that shapes Ōtautahi.

March Supporting the identity is a flexible pattern system inspired by the architectural forms of the Christchurch Cathedral roof and the flowing geometry of the river. Together, these elements create a distinctive visual language that balances cultural meaning with contemporary design, allowing the brand to work across a wide range of applications while remaining unmistakably connected to the city.

March The identity was developed through an intensive co-design process involving tangata whenua, ChristchurchNZ, and extensive public testing throughout New Zealand and Australia. Today, it provides a cohesive and recognisable foundation for the city's communications, helping tell the story of Ōtautahi Christchurch across tourism, investment, events, and community initiatives.