New look for Napier

By Victoria White

2 comments

Napier city council is welcoming a "vision of tomorrow", with the unveiling of their new brand.

Heralded as a "new look for Napier", and created by local businesses, the design will soon feature on all council items - from email signatures, to electric cars.

Napier mayor Bill Dalton said the new brand reflected the transformation council had been through over the past three years, and it was now about rebranding the city "and going forward under a new flag".

"We've established a marketing brand so we can market the city and we hope that it displays a freshness and a vision of tomorrow."

Mr Dalton said he hoped the brand conveyed to both Napier residents, and those outside the city, that "there is a new movement in Napier, Napier's on a roll.

"I hope this display's we're a really progressive council, and we're looking forward," he said.

Around $30,000 had been spent at this stage on the process; however a council spokeswoman said this was less than what major rebranding projects usually cost.

The council had tried to minimise cost, with some savings achieved by using local talent and businesses.

This included George Williams of Black Dog Design, who had "started in earnest" on the new logo earlier this year.

The design's objective was to "bring Napier City Council into the modern era", he said, while not losing the city's unique Art Deco heritage.

This was accomplished by retaining "some of that Art Deco feel" in the logo's type, and introducing new elements - the "instantly recognisable" geographic Norfolk Pine and Sea.

"That more contemporary feel brings it into a more contemporary environment, and it's a lot more celebratory," he said.

The bright colour palette was chosen as a stark contrast to the old brand's colours he said, which reflected how vibrant the city was.

"I hope it will be something that people embrace and are proud of," he said, "and is something that people outside the region will gravitate towards."

Once the brand had been phased in, council marketing manager Rebecca Ainsworth said it would replace the traditional council crest for all but formal occasions.

"Napier's changed so much, and is going to change. There's so much happening and we want the new brand to reflect what's happening now and into the future," she said.

"We wanted a brand that could journey with us that had versatility," she said. "It felt like it could work in any space so I feel like it's just been a great opportunity to really rethink about what Napier is and what it represents now."

Some of the first places the new brand would appear included the council website, informing Napier notices and human resources materials.

"It's very much a staged approach," she said, with it expected to take around nine months to completely replace existing branding.

"The exciting thing about this is we're aiming for consistency," she said, "but we're very conscious of not wasting stock, and we're doing it in a really planned and practical approach."

To ensure there was no wastage, the first stage would include branding "prioritised" council items which had high visibility, usage, or were new.

It was the sheer number of "touchpoints" which meant this was the largest rollout for Tom Allan of the Ahuriri-based design company Band.

Assigned to evolve, and implement the brand, Mr Allan said the large project meant they would be rolling the brand out across a variety of council items.

This included signs, uniforms, and communications to ratepayers.

The brand also needed to service a number of different functions - from regulatory council uses to being an approachable logo.

"Nothings happened to [the brand] in a really long time so there were so many directions with it," he said, "Napier's such a vibrant place and it was about trying to capture that."

"It's good to see a tired brand come to life, it's been a really rewarding process."

It was estimated the new brand would have been completely phased in by the second half of 2017.

A council spokeswoman said the Napier NOW brand would still be part of the council's marketing materials, but would be focused more strongly on interactivity - providing a platform to engage residents in discussion about specific events and projects.

- Hawkes Bay Today

Get the news delivered straight to your inbox

Receive the day’s news, sport and entertainment in our daily email newsletter

SIGN UP NOW

Have your say

1200 characters left

By and large our readers' comments are respectful and courteous. We're sure you'll fit in well.
View commenting guidelines.

Sort by
  • Oldest

© Copyright 2016, NZME. Publishing Limited

Assembled by: (static) on production bpcf02 at 11 Dec 2016 04:43:48 Processing Time: 586ms