KEY POINTS:
Triangle Television is demanding the Auckland City Council drop its controversial new wavy blue logo for events and entertainment purposes.
The broadcaster may also ask the council to change the colour of its logo, which bears a close resemblance to the blue triangle used by Triangle Television for
10 years.
The two parties are meeting today to discuss the issue, which has turned into a public relations nightmare for council chief executive David Rankin and become the first test of new mayor John Banks' promise to end a "culture of waste".
"Given that the city is cash-strapped and I have a policy of affordable progress, and given we spend a truckload of money on lawyers for other matters, the last thing I need is a scrap in the courts over the Auckland City Council logo," Mr Banks said yesterday.
Deputy Mayor David Hay has asked for an audit of all the costs and the rollout, which has already seen $12,600 spent on 18 banners featuring the new logo. A further $16,000 has been set aside for law firm Buddle Findlay to register the logo.
The Herald understands the logo is the culmination of a rebranding project overseen by Mr Rankin over the past year at a cost of about $1 million.
It has included hiring an expensive marketing executive, about $300,000 for rebranding and signs for the council's parking business, market research and, according to one senior council source, "legions of officers".
Only a handful of senior councillors were privy to the new logo. It was never put to a council committee and was presented to the new council last week as a fait accompli. Communications and marketing group manager Mark Fenwick has insisted the logo was "a $25,000 item of expenditure".
Triangle's lawyer, trademark expert John Hackett, said the broadcaster would be opposing the registration of the council logo with the Intellectual Property Office.
Mr Hackett said the broadcaster's logo was integral to providing entertainment, event, educational and cultural services. Although the Triangle logo was "awaiting registration" with the Intellectual Property Office, the period to oppose it had expired on September 29.
He said the council also wanted to use its logo for entertainment, event, education and cultural purposes but that would cause confusion and damage Triangle's commercial position.
Triangle wanted to minimise any risk of confusion. This could be "resolved" by the council agreeing not to use its logo on anything to do with entertainment or events. The broadcaster might also ask the council to change the logo's colour.
Last night, organisation performance general manager Trish Langridge declined to comment on dropping the council logo for entertainment and events before talking with Mr Hackett.
In addition to seeking registration for the new logo with the words "Auckland City Council", the council is seeking registration for three triangles without the words "Auckland City Council".
Ms Langridge said it was normal and best practice to apply for registration of the device as well as the name of the organisation.
She said the council had no intention of using the triangles without the words "Auckland City Council".
