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NZ Herald
4 days ago
- Business
- NZ Herald
Waitaki District Council's new logo causes backlash online
Critics described the earlier design as 'uncannily similar' to the logo of sustainable wool company Woolchemy, which is trademarked in New Zealand. The council defended the work, saying the resemblance was coincidental and that the logo would be redesigned before adoption. The new logo, which was developed at no extra cost, is a stylised lowercase 'a', which some Facebook users joked looked like a 'boy racer burnout circle' or even 'a rates increase.' The WDC, however, are once again standing by the design saying it represents a thoughtful evolution shaped by community input. 'All I see are the letters AI. Where's our W... or the river... or something relatable to Waitaki?' wrote one Facebook user. The evolution of Waitaki District Council's brand and logo from 1989 through to 2025. Image / Supplied In response to the Herald, a WDC spokesperson said the new logo is rooted in local meaning. 'The new logo is a cleaner, more simplified evolution of the previous logo. It is deliberately ambiguous and reflects many aspects of our district without being too literal.' According to the council, the new logo incorporates several layers of symbolism, including architectural heritage, limestone fossils the district is famous for, and its lines reflecting furrows in the earth from farming as a reference to agricultural heritage. They said the logo built on the broader Waitaki district logo, which 'symbolises the tributaries of our rivers, flowing to the ocean.' The region's architectural history is intended to be referenced by the logo. Photo / Kurt Hay The new logo was developed entirely in-house. 'All design and branding work was completed in-house by Council's Communications and Engagement team, meaning there were no external design or consultant costs,' the Council said. 'The new brand will be rolled out over time as signage and materials come up for renewal using existing budgets.' For the past 35 years, Waitaki's logo has centred on a literal Ionic column, reflecting Ōamaru's Victorian heritage. That focus, the council says, needed to expand. The previous logo was approved in March this year. Image / Supplied 'We see it as a natural evolution... The previous logo, while much loved, was a literal illustration of a Greek Ionic column and centred on Ōamaru's Victorian architecture, which tied it to one time and place.' 'As the district continues to grow and change, it's important that Council's brand can be used by all of the Waitaki district – its landscapes, communities, and future direction.' The council acknowledged there was no standalone consultation on the logo itself, but said the branding direction was shaped by years of feedback. 'The Communications and Engagement Strategy and design direction was informed by community feedback gathered through: Annual Residents Surveys and consultations, Community Conversations, [and] the Waitaki Story and logo project – which included extensive engagement with key stakeholders and iwi.' That feedback, they say, 'highlighted a desire for more consistent, inclusive and modern communications from Council – and a brand identity that could be used by the entire district, not just one town or heritage style.' Only a few design iterations were needed, they add, since the logo is both 'an extension of the Waitaki district logo and an evolution of the previous logo.' Some Facebook users are unconvinced. 'I don't even live in the district and I have no idea what that logo represents,' one person wrote. 'Certainly doesn't project Waitaki.' Ben Tomsett is a multimedia journalist based in Dunedin. He joined the Herald in 2023.
Otago Daily Times
02-08-2025
- Business
- Otago Daily Times
New look links history, nature, community
Waitaki has a new logo, and so does the Waitaki District Council, after the council approved both for use on Tuesday. The new logos, (one for the WDC as an organisation and one as a district brand) are part of the new branding and strategy developed in-house by the council's communications and engagement team, with input from elected members and staff, and shaped by community feedback gathered through consultations, surveys and the Waitaki Story project. "One of our transformation ambitions is to communicate with and engage our community better in the work we do on their behalf. This is a strategy for all of us — council staff, elected members and our community," chief executive Alex Parmley said. "This is about more than a logo or a plan. It's about how we show up as a council delivering the best for our community — more open, more accessible and more connected to the people we serve. "Now is the right time for this shift. Our district is growing and changing, and so must the way we engage and communicate as a council. Waitaki Mayor Gary Kircher said he was proud of the "thoughtful and collaborative" approach taken to develop the strategy and logo. "The previous council brand has carried us through many significant chapters in our district's story. As Waitaki continues to grow and evolve, it's now time for a refreshed look that better reflects who we are today and where we're heading." The new WDC brand is a stylised version of the previous one, incorporating themes of Whitestone architecture, koru, the region's agricultural links and the deferent threads that "bind our community together", WDC statements say. The district logo is a stylised W. Last year, a proposed brand logo for the Waitaki district was dropped after its similarity to the logo of wool company Woolchemy was noticed. This week, the Oamaru Mail noticed the newly-adopted stylised W logo, had a striking similarity to another river-based entity, London Weekend Television, in particular its 1972 stylised logo (pictured). However, there is little chance of anyone from the UK objecting, LWT dissolved in 2002.
