A set of new entry signs which have appeared at key routes into Havelock North are bright and bold, but announce "Hastings, The Heart of Hawke's Bay" when the expectation was they would be welcoming visitors to the village.
Havelock North Business Association president Adrienne Pierce thought the signs would display a slogan such as "Welcome to Havelock North". The signs were similar to other entry posts established at points leading into Hastings.
"A conversation started about two years ago with the Hastings District Council re: Gateway signage into Havelock North, so what's going on?" Mrs Pierce said.
The council's marketing and communications manager Tim Carthew said the new signs featured the district branding which was agreed and signed off by the council in 2009/10.
"There are a range of these signs placed around the district in relatively high-traffic locations, both urban and rural.
"The purpose of the signs is to create a visible Hastings district brand presence and provide additional spaces where local event owners can promote their event."
Mr Carthew said that when the Hastings district brand was signed off, it was planned the new signs would be rolled out over time.
"This has occurred in a number of areas around the district, including Havelock North. The signs are funded by council as a small part of the overall district marketing budget."
The signage should not be confused with a second project the council was developing as a Landmarks initiative.
Parks and property services manager Colin Hosford said a "Gateways Strategy" considered opportunities for individual signs, which would serve as entry statements at the district's boundaries and at urban centres and smaller settlements.
"Council staff have already consulted with a number of organisations on this strategy, including the Havelock North Business Association. "This has resulted in feedback on the design, location and funding of the gateways and this information has been used to produce a draft plan."
He said council staff had also spoken to the association about the possibility of developing an information board based on the design of the gateway structure at the entry points to the village.
"This could be considered as a way of allowing the display of event signage specific to the individual community, within a consistent design palette.
"The initial feedback from the association to the gateway project appeared to be generally positive, and this and other people's feedback will be put forward to council along with the rest of the strategy."