$3m council logo rebranding denied

03:28, Sep 06 2012
PROMINENT: The pohutukawa appears on the Auckland Council logo.

Auckland Council has denied speculation that incorporating their pohutukawa logo into Watercare Services branding will cost millions of dollars.

Councillor Richard Northey, chair of the council's Accountability and Performance Committee, said as with all council controlled organisations (CCOs), Watercare would incorporate the pohutukawa into their logos.

This, however, would be done over time as "stationery and signage need replacing, so it can be done at minimal cost".

It had been rumoured that would cost $3 million.

The council had spent $4000 on incorporating the logo into other CCO brands so far, Northey said.  

"Watercare is wholly owned by Auckland Council so it makes good sense for it to share branding and a logo," he said.

Northey said the council was working through a process to align the brands for council and its seven council-controlled organisations.

Council research, Northey said, showed that since its establishment, 74 per cent of Auckland residents associated the pohutukawa logo with council, but "there was a weak (15 per cent) association" between the council and its council-controlled organisations.  

In the three months since CCOs started using the new combined logos, Northey said, recognition of their logos and sub-brands had increased up to 35 per cent.  

Mayor Len Brown said any talk about spending $3 million on a complete rebrand is ridiculous.


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