The Whakatāne District Council is replacing its existing logo, as the first step in an organisational branding refresh.
The new logo was developed by Council’s in-house graphic designer, in consultation with staff and elected members. A number of concepts were presented through a series of focus groups, with the preferred option being adopted by the Council at its 31 July meeting.
Council Public Affairs Manager Ross Boreham says the existing logo was developed more than 10 years ago and was conceived more for District branding purposes than for Council use. “This is reflected in the fact that it does not specifically refer to the ‘Whakatane District Council’ in any sense,” he says. “Its design is now dated and it’s therefore timely to introduce a new concept which is fresh, engaging, captures the essence of our District and provides a strong and definitive identity for the Council.”
Mr Boreham says the new logo’s design elements say “this is New Zealand’s sunshine capital” and that our District has a unique and wonderful climate. “The ‘koru’ pattern references our connection to the land; and the important role Māoritanga has played in our past and will continue to play in our present and future,” he says. “The blue wave patterns say that water – our rivers and the ocean – are a defining element for the District and symbolise the abundance (from a kai moana and recreation perspective) that nature provides us all.”
Mr Boreham says the introduction of the new logo will be accomplished at minimal cost to Council and ratepayers. “Because the logo development has been undertaken internally, there has been no design cost,” he says. “Existing stationery and organisational collateral will also be replaced progressively, as supplies of each item run out.
“Replacement of signage will involve some additional external cost, but we believe this can be accomplished within existing operational budgets,” Mr Boreham says. “The replacement of District promotional signage is scheduled for this financial year and funding has been set aside for that purpose.”
“Change always comes with some risk, because anything new will never receive universal approval. However, we are confident from the feedback received to date that the new logo treatment will find significant support, both within the organisation and in the wider community,” Mr Boreham concludes.