How important is Auckland City to New Zealand Tourism? Very. How important is the Super City logo to New Zealand tourism? Not much really. So why all the fuss about the new ( old ) Pohutakawa in a circle that was chosen by six notable judges on April 23.
Because this new logo is a tangible example of how disconnected the new administration is from its future audience. The business of positioning a city like Auckland in the minds of tourists that have many competing choices is not straight forward. It requires integrated marketing involving the best research, writing, design, advertising and public relations skills available.
The Super City may yet evolve a brilliant and complete brand (more than just a logo) that is developed specifically to communicate to rate payers and tourists what is different and wonderful about Auckland. Which means the current Pohutakawa in a circle will be relegated to an occasional outing in public like administrative letterheads and the odd business card.
That would be good. Because the brightest and best in this great city deserves better than the hideous visual cliche that was unveiled and supported by our cultural and political leaders last Friday.