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With the successful launch of the new Auckland Foundation brand, a need to represent and promote specific funds and areas of speciality was identified. The most notable of these was the Women’s Fund. With the potential for growth outside of the main Auckland Foundation brand, a sub-brand was required that can work in conjunction with the main brand, but can also stand independently. By continuing to use the plus symbol we have created a connection with the main Auckland Foundation brand, while also representing half of the Venus symbol. The contrasting O within Women’s completes the Venus symbol and also denotes nurturing, infinity and continual giving. The new sub-brand provides a platform to promote the fund’s vision – “The strength of women and the dreams of girls”.

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