Cambridge gets a C after $11,000 re-branding

An example of a brand advertisement focused on communicating a Cambridge experience, using the letter C.
MIKE BAIN/STUFF

An example of a brand advertisement focused on communicating a Cambridge experience, using the letter C.

The Waikato town of Cambridge is re-branding with the letter "C", partly funded by ratepayers.

But some aren't that impressed with the new logo, with one person saying it resembles an advert for an enema.

The multicoloured, bold, capital letter "C", which cost $11,000 for an Auckland company to design, is proposed to help carry Cambridge's commercial sector into the future.

Destination Cambridge and the Cambridge Chamber of Commerce spent the past year working on the brand and launched it recently.

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Waipa District Council contributed $9000 to the overall cost of the brand's development. The Lions Club of Cambridge, the chamber of commerce and Destination Cambridge also chipped in.

10022016 news photo: supplied: Destination Cambridge chief executive Roger Gordon the idea to use an outside agency came ...
supplied

10022016 news photo: supplied: Destination Cambridge chief executive Roger Gordon the idea to use an outside agency came after three, well attended workshops.

But the new branding is getting a mixed response.

Cambridge councillor Sue Milner wasn't sure what the C was really saying, so she showed to a friend who suggested it was an advert for an enema.

"I'm not sure what the rationale is for this new brand and I'd be interested to know what its purpose is?" she said.

Cambridge Chamber of Commerce chief executive Tania Witheford said she was excited about the new brand.
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Cambridge Chamber of Commerce chief executive Tania Witheford said she was excited about the new brand.

"Many of us are actually very proud of Cambridge, Town of Trees, and this is well known throughout New Zealand and abroad."

Meanwhile, councillor Liz Stolwyk had no idea a re-brand was on the table and was surprised to learn the council funded the $9000 towards it.

The brand creation was led by the Cambridge Chamber of Commerce and the Cambridge i-Site.

"I have not personally been involved and would have liked to have been and look forward to some collaboration on this so I can form an opinion.

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"Being involved in tourism, I have to ask why I wasn't a part of the consultation process?"

But others were impressed, like community board member Julie Epps who said it was "eye-catching, and has an impact".

And Hamilton based design company King Street chief executive, Chris Williams, said his design team thought the design was exceptional value for money.

"The capital "C" is excellent and really well done and captures the move and vibe of Cambridge," he said.

The C will feature at the entry and exit points of the town, be used on billboards and on print and online media and Destination Cambridge is looking for community support so businesses can start using it.

Destination Cambridge chief executive Roger Gordon said the idea to use an outside agency came after three, well-attended workshops.

"It was suggested at those meetings that an external agency was preferred as they would do the consideration without any preconceived mindsets or historical baggage such as pervious iterations of brands," he said.

Gordon said the brand simply conveyed, in a consistent manner, the personality and values of Cambridge.

"Without over complicating the message we have kept the wording simplistic using positive verbs to enhance with the connective imagery," said Gordon.

"We are using words and phrases like, let go, explore, relax, adventure, discover, enjoy, wine and dine, excel, and stay."

Chamber of Commerce chief executive Tania Witheford said she was excited about the new brand.

"Cambridge has many different logos and positioning statements but not an actual brand,"  said Witheford.

"Hamilton/Waikato Tourism has clearly demonstrated the positive impact tourism has on our region.

"The release of the new Cambridge brand and website platform will further help build on the growing opportunity tourism presents."

 

 - Stuff

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