Council logo 'a good deal'

MIXED MESSAGES: Design teacher Robert Freeman has dismissed Auckland City Council's new logo as an 'exercise in futility'.

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The company behind Auckland City Council's new logo is standing by its wavy triangle design.

Ogilvy Metro director Paul Manning says the new image is contemporary but still reflects Auckland's connection with the harbour.

"We wanted to make sure we have a mark that looks forward-thinking and modern, and the shape of the triangle points forward like an arrow," he says.

Mr Manning says a simplified logo allowed new ideas to be incorporated into the design.

"It's not a literal drawing of the harbour because with a simple shape we can bring through attributes like inclusiveness, and that's where the shape overlaps itself.

"We need the council to have a sense of stability, and the triangle shape with a strong base does that."

He says the $25,000 price tag, which included revamping the council's website and weekly City Scene flier, was a good deal.

"We were able to create this brand for a really good price," he says.

"If we had spent $1 million on it we would deserve everything we got, but we just didn't."

Triangle TV is challenging the new logo because of similarities with its own blue design.

But Mr Manning says 'all the right steps were taken' to make sure there was no conflict with other trademarks.

And similarity with Triangle's logo is not an issue, he says.

"We're just simply not operating in the same territory."

But design expert Robert Freeman says the council's old image of sails on the harbour was 'more than adequate'.

"I don't see why they should change it," he says.

"Wasting time and money on a different logo is just an exercise in futility.

"Surely these staff have more important work to do on behalf of the city?"

The art and design teacher at Auckland's Senior College has helped devise hundreds of brand logos, including Auckland's symbol for the 1990 Commonwealth Games.

The Hillsborough resident says the new wavy blue triangle doesn't have a clear link to the city.

"You can see an abstract A, and the base has a curve that relates to the harbour.

"But apart from that there's very little visual association with Auckland."

Readers have also criticised the new logo, comparing it to men's underpants, the recycling symbol and a urinal.

- © Fairfax NZ News