17 September 2008

New Auckland logo already fraying at the edges

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A new Auckland logo released by AucklandPlus this week has been under fire from New Zealand politicians and the public. The logo, a red, yellow and orange coloured "A" with frayed edges sits over top of the word "Auckland", but according to the New Zealand Herald, it has caused disappointment for many Aucklanders.

In a press release yesterday the Chairman of AucklandPlus Michael Barnett said the initiative is hoped to re-brand Auckland to the world as a symbol of spirit, personality and heritage. 

"Brand is about reputation and through our brand values and story this brand will establish Auckland’s reputation as a destination to visit, live, work, invest, study and do business," he said.

However, Aucklanders and politicians have expressed disappointment in the $174,000 logo, saying that it is "A.palling", "laughable rubbish" and like a "pair of disgustingly ragged jean shorts".  Others have commended the new logo, saying it has a vibrant, contemporary edge to it.

Tourism Auckland Chief Executive Graeme Osborne said the new logo would be used from today as part of a new $605,000 advertising campaign aimed at local and domestic visitors.

"Research shows that Auckland lacks presence and awareness in a world where city-regions compete to attract investment, talent and visitors. Changing that perception will deliver a huge return on our investment."

Tourism Auckland should not find it too difficult to promote Auckland as a destination for international tourists after New Zealand was voted the top country for tourism in the Conde Nast Traveller Readers' Awards 2008.  For five years running, the country has sat in the top five international countries in the annual awards, but this year has reigned supreme.

Many international visitors to New Zealand do not have to apply for a tourist visa to holiday in the country.  Australian citizens have visa-free entry to New Zealand, while British citizens can holiday in the country for up to 6 months on a Visitor’s Permit.  Nationals from countries part of the visa waiver agreement with New Zealand can visit the country for no more than three months without needing to apply for a New Zealand tourist visa.


The New Zealand Visa Bureau is an independent consulting company specialising in helping people emigrate to New Zealand.

Article by Jessica Bird, New Zealand Visa Bureau.


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