New logo shows off diversity

New logo for promoting South Canterbury

ESTHER ASHBY-COVENTRY
Last updated 05:00 07/06/2014
New South Canterbury logo
MYTCHALL BRANSGROVE/Fairfax NZ

BRANDING THE AREA: Aoraki Development, Business and Tourism chief executive Wendy Smith with the new South Canterbury logo, already on some promotional material.

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Aoraki Development, Business and Tourism has launched a new logo for promoting South Canterbury.

The logo was created in response to requests from businesses, specifically primary producers, that sat on the advisory committee of the Primary Produce Innovation Cluster.

ADBT is already using it on promotional material about South Canterbury and are in talks with some primary producers.

Yellow Design completed the logo, which has a patchwork effect using six colours to show the diversity of the South Canterbury landscape. The puzzle-like squares, triangles and reflective parallelogram were created to represent the area's identity.

ADBT chief executive Wendy Smith said the logo had taken a few months to produce and although the cost was commercially sensitive, it was a modest fee, because of the "designer's desire to work on this project which is of clear benefit to the region."

Businesses are being encouraged to apply to use the logo for branding.

"They must be South Canterbury-based businesses. At this stage we are finalising the criteria as brand integrity builds the long-term brand equity and the overall value that will grow with the brand," she said.

Each request will be looked at case by case with the organisation or business involved, she said. Smith anticipates the brand mark will grow to become an important part of the region's visual identity.

"Quite simply South Canterbury is one of the most productive, economically sound and diverse regions in New Zealand and the world. The brand mark will help to underscore this.

"It's now time to spread the South Canterbury story far and wide for the benefit of all who live, work and play here."

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- The Southland Times

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