City's love affair with logos continues

By Bernard Orsman

Another logo is being developed for Auckland - this time a regional logo costing $165,000.

The business arm of the Auckland Regional Council wants to ditch images like the City of Sails for a broader promotional image to sell to the world.

The idea is for a logo that sums up the essence of Auckland in the same way Paris is known for romance, Milan for style and New York for energy.

The year-long project has still to finalise a logo, due to be rolled out in the New Year for organisations, businesses and local councils.

The brand consultants are Experience Designworks, which has worked on brands for Air New Zealand, Tui, L&P and Monteith's. The project is separate to Auckland City Council's new wavy blue triangle, which the Herald understands was the culmination of a $1 million rebranding exercise to raise the council's profile.

Asked if the two logos would cause confusion, Clyde Rogers, the group manager of the ARC business group, Auckland Plus, said it was a risk that would need to be managed carefully.

The regional logo has come out of the Metro Project Action Plan launched a year ago to transform Auckland into an internationally competitive city.

The project is being co-ordinated by Auckland Plus under the chairmanship of ARC deputy chairman and Auckland Chamber of Commerce chief executive Michael Barnett.

He said there was always going to be some confusion between Auckland City and the wider Auckland region. The difference was Auckland City Council's logo was about corporate branding, whereas the Auckland Plus logo was about place.

It would help attract investment, visitors, migrants and major events.

An Auckland City spokeswoman said there would be no confusion between the logos because the city council logo represented the council and the regional logo would represent the destination, or the region.

The council had been consulted on the regional logo.

"Auckland City Council is not, and has never been, the City of Sails - a destination brand," the spokeswoman said.

The regional logo was due to be unveiled for the Rugby World Cup and this month's Netball World Cup in Auckland, but delays have seen it put back a couple of months.

Mr Barnett said for big events, like the World Netball Cup, the regional logo would be used.

In the meantime, Auckland City is cashing in on the netball to promote its own logo on banners costing $700 each.

The council spokeswoman supported the regional brand being used for major events on the basis it allowed for the use of two logos on appropriate materials.

Mr Rogers said of the $165,000 cost, $90,000 had come from ratepayers through the ARC and $75,000 from New Zealand Trade and Enterprise.

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