The Maori Language Commission is celebrating its 25th anniversary in 2012 with the theme arohatia te reo, or cherish the language.
The commission - Te Taura Whiri i te Reo Maori - hopes the new brand will provide a means by which people from all walks of life can demonstrate their love and regard for the language.
Chief Executive Glenis Philip-Barbara says it is always a challenge to find a theme for Maori language week that everyone can relate to.
She says she's pretty confident that whether they are a priest, a business executive, a mum, or a student, everyone will be able to identify with this theme and find a way to express their love for te reo.
Ms Philip-Barbara says the success of the 2011 theme of manaakitanga, or hospitality, and the feedback about its appropriateness, especially while hosting the Rugby World Cup, was a factor in selecting Arohatia te Reo as the theme for 2012.
Maori language week is held during the the second week of the third school term and in 2012 will be from 23 to 29 July.