Council was warned over triangle logo

City officials were warned Auckland City Council’s controversial new logo was too similar to Triangle Television’s six months ago, secret documents show.

Information released under the Local Government Official Information and Meetings Act shows the problem was highlighted in a June report to the council’s executive team, headed by chief executive David Rankin.

It was also identified during customer research on the new logo in April and May.

But a modified version was still signed off.

That decision cost ratepayers $37,000 in legal fees and design costs after claims it was too similar to the television station’s logo.

The council has spent more than $180,000 on the image makeover, first revealed by the Central Leader in October.

The change has been condemned by ratepayers as expensive and unnecessary.

But documents released on Friday show the council was prepared to endure a "wave of criticism".

"The organisation will emerge with a brand that will serve its needs well into the future," a report says.

Documents also reveal council research showed people preferred the old logo to the new wavy triangle.

More than half thought an updated version of the old diamond symbol was the most suitable.

The new triangle was preferred by 42 percent, and seen as open, friendly, modern and fresh.

Those who didn’t like it said it lacked substance, or looked like Triangle Television.

The change was part of a wider "reputation strategy" to improve the organisation’s image.

In a March newsletter, Mr Rankin told staff everything they did affected the council’s reputation.

"It’s therefore up to all of us to take accountability for enhancing our reputation – every day."

Communications and marketing head Mark Fenwick says the strategy is focused on ratepayers’ biggest concerns, according to research.

The main work is on improving service when customers deal with the council in person.

Mayor John Banks says he’s not aware of the reputation plan.

But he says the council does need a culture change.

"I’d be very pleased to see what the action points are, because we certainly need quite a few," he says.

"One of them is that we’re going to minimise the secrecy around decision-making at Auckland city."

Mr Banks says the responsibility for going ahead with the changes, despite concerns about Triangle Television, should lie with former mayor Dick Hubbard.

"Someone has been accountable, and that was my predecessor," he says.

The logo was seen by a ‘political leaders’ group, which included Mr Hubbard and other senior politicians.

But it was never approved by a council meeting because costs were within operational budgets.

- © Fairfax NZ News