More money goes on logo upgrades

JASON OXENHAM/Central Leader

BLANK SPACE: The old sign has been removed from Metrowater's Three Kings base. Spokeswoman Linda Danen says there are no plans to replace the old logo with the new circle of drips.

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A second ratepayer-owned organisation has completed a low-profile image change - but the cost is being kept secret.

Metrowater, facing heavy flak over big hikes in water bills, has been phasing in a new logo since July.

The organisation, which is 100 percent owned by Auckland City Council, has replaced a leaky tap graphic used for the past decade with a circle of blue drips.

A senior source suggests the new image cost up to $20,000 and the bill for implementing the change could be much more.

Metrowater strategy and marketing head Linda Danen refused to reveal costs because of 'commercial sensitivity'.

"But it was hardly anything at all.

"It was very, very cost effective."

The development comes days after the Central Leader revealed the Auckland City Council's new logo, developed at a cost of $25,000.

The source says Metrowater is reviewing plans to implement the change after ratepayer backlash over the council logo.

Ms Danen denies the allegation.

Metrowater's makeover was approved by chief executive Jim Bentley and company directors.

This week Mr Bentley was in Australia on Metrowater business and unavailable for comment.

Ms Danen says the old symbol didn't fit Metrowater's image as a 'grown-up company' and people often confused it with a plumbing firm.

The new logo is being phased in over six months and all existing letterheads and bills will be used before new stationery is printed.

Ms Danen says a few Metrowater-owned vehicles have had new signwriting but doesn't know how many.

She says the change will save money because the new logo has less colour and is cheaper to print.

Metrowater has copped major criticism after raising water rates by more than 9 percent this year, with further big rises signalled.

Charitable payments made by Metrowater to the city council were slammed by a parliamentary select committee as undermining public trust in local authorities.

Council communications and marketing group manager Mark Fenwick says a senior manager was advised as Metrowater?s new logo was rolled out.

He says the council had no input in the decision.

Councillor Cathy Casey says this kind of non-essential spending should be on the backburner while water rates are increasing.

"I would rather have cheaper water than an expensive logo," she says.

"What are they trying to sell themselves for? They sell themselves by giving people good service and cheap water."

Mayor John Banks has been critical of the council's rebranding and says he was unaware of the Metrowater project.

"I think cleaning up our beaches is a much greater priority than rebranding Metrowater," Mr Banks says.

"There is no spare cash anywhere to throw around."

- © Fairfax NZ News