Super City logo fails to support Auckland’s commercial creativity
So, we got what we expected from the Super City logo competition: a rather staid, traditional, old fashioned, unimaginative mark that looks like the old Regional Parks emblem. From the Super City I wanted a logo that expresses the modern, dynamic, diverse, creative, vibrant, commercial city that is Auckland. And I don’t get that from this.
And why not? It’s because there was no process, brief, strategy or vision. Without a proper design process what chance was there? If this is how the Super City is going to operate, I fear for all our services.
I think Jim Dean, a retired commercial artist, has created a perfectly adequate, if somewhat traditional logo. But what values does it convey to you, the rest of New Zealand and the world about Auckland?
Jim Dean with his flowery graphic creations (via www.ata.govt.nz)
I suppose we shouldn’t be surprised, given the style in which this competition was run. According to the New Zealand Herald: “The Transition Agency is still deciding how to use Mr Dean’s three designs.” Brilliant, they don’t even know how it will be used. Even the applause at the unveiling had to be prompted. It all seems to be rather flat.
Auckland Regional Parks logo via nzherald.co.nz
It is time for New Zealand and the Super City as our commercial centre to support one of our greatest strengths. New Zealanders have a reputation for superb creativity, but it has to be creativity built on a strong commercial foundation with aims, objectives and deliverables clearly identified. It’s about aligning the brand to the business objectives of the company or service.
Branding is not a beauty contest. It is about emotionally connecting with your intended audience to convey the values and principles of your service or product. In the Super City’s first opportunity to demonstrate a new dynamic attitude, it fell at the first hurdle. Come on Auckland Super City, it’s time to support the great commercial creativity that your city has to offer.
Gixxerboy
April 27, 2010
Spot on, Andy. And, anyway, Designworks came up with an all-of-Auckland logo about 18 months ago. It's been used on everything since, from the region's Rugby world cup bids to Tourism Auckland collateral and video. One Auckland, one logo – that's the point, isn't it? So why are these muppets coming up with another identity? It just smacks of why Auckland has been a dysfunctional mess for so long – everyone heading off doing their own useless crap and muddying the waters. Just biff this shit logo-fest and stick to using the raggedy orange 'A' for everything 'Auckland'. C'mon, children, it's not that hard…
Lance Wiggs
April 27, 2010
What compounds this error is that auckland itself is home to a large number of really high quality branding firms and talent.
They needed a brief, and a good one. They also needed so good interaction as the brand was created.
Sadly they also needed money, which was the one thing that wasn't around.
Doug Dinsdale Design
April 28, 2010
wah wah wah, pick me, pick me. Perhaps the "we have nothing to do" designers can apply for new jobs as park rangers with the new Super City.
The Fount Design
November 1, 2010
It's official, the new Auckland 'Super' City Council takes over and we have a logo representing us that is far from super. I've waited to voice my opinion out of some naive hope that they would come to their senses and get a logo designed that is professional and reflects the city we live in.
When they announced the logo competition in April I thought 'here we go again, yet another way to devalue the design industry' and when I saw there was not a single branding, logo or graphic design expert on the judging panel I knew we were in the hands of amateurs and the result would be disappointing. What were the judges thinking when they were invited to be on the judging panel? I'm not a fashion designer and I would have to politely turn down the opportunity to judge fashion design as I'm not qualified to take on that responsibility yet Karen Walker ended up on the panel along with others not qualified for the job. Are their egos that large they couldn't see their lack of qualifications in this area of design?
I can't blame Jim Dean for his bad logo design. He's not an experience logo designer and wouldn't necessarily know that a logo has to be an appropriate reflection of the organisation it represents. I do like the icon that he produced (the circular one, not the one with the waves) but it is more suited to being a design printed on a tea towel than a logo representing New Zealand's most vibrant urban area and economic powerhouse. What has a pohutakawa got to do with Auckland? When was the last time you saw a tree growing out of the water? How is this logo going to reflect Auckland to international business looking to invest in our region?
The fact the public and media have been quiet on the matter is interesting after the uproar we had when the former Auckland City Council replaced their outdated logo for something more modern and professional a couple of years ago. I can only assume that because this new logo is free we have to accept what we're give, after all you don't look a gift horse in the mouth – even if it's an ass and what you need is a stallion.
As an Aucklander I hope the council show more insight and judgement running our city than they have with organising the logo that will represent us.