Wellington Scoop

Porirua defends its branding, says “customers” are all important


Press Release – Porirua City Council
We want to set the record straight and give some context as there’s been some misreporting, said Porirua City Council’s acting chief executive Roy Baker today.

Our logo is not the smiley face avatars that we have used since 2017 on social media to make ourselves easily identified on Facebook and Twitter. Our avatars did not cost $98,000. The cost of these was $875.

Above is an image of our logo which is just a small part of our full rebrand and the associated costs for this are outlined below.

We’re proud of our brand which is more than a logo and how we look, it’s everything we do and the way we interact with our customers. Our goal was, and continues to be, putting the customer at the heart of all we do. Our brand helps residents know what the council does and where their rates are spent.

Our brand is focused on the place we live. It helps promote Porirua as a visitor destination, attract new businesses and investment, attract new families to the area, promote pride among residents and encourage locals to spend more time and money enjoying their city and Council services. It can help create jobs and opportunities, support growth and local businesses and change the reputation and perception of our city.

Our brand reflects our city, uses friendly welcoming language, colours from our natural environment, bilingual signs, inclusive first person images, user-friendly websites and is consistent and recognisable across the city. Our brand is strong, authentic and realistic.

Below is a breakdown of the branding costs.

Strategy development, brand development, and brand guidelines $30,000
Design of collateral, print templates, electronic templates, animation, stationery, advertising, banners, certificates, rates letter and assessments
(includes the social media avatars described above)
Brand architecture, naming and design for Te Rauparaha Arena (including Arena Aquatics, Arena Fitness, Arena Events, Arena Activities, Cannons Creek Pool) and Porirua City libraries (including five branches) $8,850
Photo library based on the new brand look and feel (includes the creation of content which is used Council-wide) $24,991
Update to brand guidelines incorporating work done in the gradual roll-out $5,260

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  1. greenwelly, 7. August 2019, 17:05

    Gawd, Another local authority that has been convinced it has “customers.” If I look at the council’s website it claims that they are “kaitiaki of this place”. Pretty sure it’s the first time I have heard a Kaitiaki refer to its people as customers… Come on Porirua get rid of the silly marketing speak.

  2. Guy M, 8. August 2019, 4:52

    Porirua’s council website is, depressingly, now completely clean of any sort of logo. There is no sign of the old former fish-hook, no sign of the new wonky smiley face, and all the text is all two-tone green-blue. Depressingly, despite the strong presence of Maori actually living in Porirua, there is also zero appearance of anything maoritanga in the branding either.

    Time for another rebrand, methinks!

  3. Mark Shanks, 8. August 2019, 8:52

    A breakdown of the costs does nothing to reassure me that this ‘rebranding’ has been a colossal waste of money.