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Appendix A
Brand refreshment comes with an investment of money, time and energy Why is brand important? Recognition, trust, respect and professionalism are all linked to branding and also linked to many of the council’s strategy goals and objectives. Brand is not just about the look and feel of our logo and style guide, it’s about what’s important to us as organisation, how we are viewed by our customers, and the way we do things. Recognition A strong brand builds recognition. Nike is a good example of strong brand identity. Its brand is really just a tick, but it’s an instantly recognisable ticks that’s linked in people’s minds to the key things the company represents. In the same way a strong brand identity design can help people recognise the council. They see the same thing on staff jackets, then on signage in the area, then on marketing material and so on. Consistency Recognition on its own is not enough to build respect, professionalism and trust. Consistency is key when it comes to branding. There’s nothing that will alert people to something being off, or unprofessional, faster than an inconsistency in their perception of you, whether it’s an inconsistent word, idea, action, or design. The material we put out into the public domain should be visually consistent, whether it’s a poster for the opening of our new library, or signage for our new alcohol control policy. Honesty and competence It’s one thing for our brand to be consistent and for people to recognise it, but it needs to be backed up by our performance. Faced with extremely low levels of satisfaction and trust within its communities Auckland City Council recently did some research around the best way to improve its reputation. It discovered its customers are most concerned about two key things; honesty and competence. Its customers want to know that the council is accountable and effective; that it is being transparent and delivering value for money. Recognition, consistency, honesty and competence all work together to build respect and trust Trust goes a long way. If people trust us, they’ll become more engaged, support what we’re doing, and work with us to create empowered, connected, proud communities.
Some food for thought Have a look at the Hauraki brand examples below:
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After reviewing these examples, the communications working party and staff project team were asked what the current brand says about us. They said:
hot mess inconsistent evolving organically based on personal preference isolated Unprofessional haphazard
Then they were asked what they would like our brand to say about us They said:
modern relatable authentic diverse professional trustworthy consistent matching our vision and goals
Finally, they were asked how much the brand should change They said:
modernise font enough to be more identifiable usable for everyone
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consistent but adaptable Retain the north wind Orange colour can go Other colours (blue, green, yellow) to stay but could be different shades Refresh rather than rebrand – should be cost effective and still be recognisable Needs to be backed up by actions to create trust
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HAURAKI DISTRICT COUNCIL BRAND
LANDSCAPE LOGO OPTION
LOGO OPTION ONE
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HAURAKI DISTRICT COUNCIL BRAND
LANDSCAPE LOGO OPTION
LOGO OPTION TWO
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HAURAKI DISTRICT COUNCIL BRAND
LANDSCAPE LOGO OPTION
LOGO OPTION THREE
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HAURAKI DISTRICT COUNCIL BRAND
PRIMARY COLOUR PALETTE
TYPOGRAPHY
CORBEL - REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ ābcdēfghijklmnōpqrstūvwxyz
CORBEL - REGULAR ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ ābcdēfghijklmnōpqrstūvwxyz
CORBEL - BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ ābcdēfghijklmnōpqrstūvwxyz
CORBEL - BOLD ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ ābcdēfghijklmnōpqrstūvwxyz
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NORTH WIND - PRIMARY ELEMENT
HAURAKI DISTRICT COUNCIL BRAND
THREE DISTRICTS FOOTER - SECONDARY ELEMENT
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DISTRICT ILLUSTRATIONS
HAURAKI DISTRICT COUNCIL BRAND
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LETTERHEAD
HAURAKI DISTRICT COUNCIL BRAND
BUSINESS CARD
William Street, Paeroa 3600 • PO Box 17, Paeroa 3640P (07) 862 8609 • 0800 734 834 (from within district) E [email protected] • www.hauraki-dc.govt.nz
P (07) 862 8609 or 0800 734 834 (from within district) A William Street, Paeroa 3600 • PO Box 17, Paeroa 3640www.facebook.com/haurakidistrictcouncilwww.hauraki-dc.govt.nz
Paula TrubshawCOMMUNICATIONS OFFICER
DDI 07 862 5013 M 021 190 5878 E [email protected]
hauraki-dc.govt.nz
ALTERNATIVE REVERSE SIDE
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DISTRICT WELCOME SIGN OPTIONS
HAURAKI DISTRICT COUNCIL BRAND
HAURAKIDISTRICT COUNCIL
WELCOME TO
HAURAKI DISTRICTNau Mai Haere Mai
Nau Mai Haere Mai
WELCOME TO
HAURAKI DISTRICT
HAURAKIDISTRICT COUNCIL
Nau Mai Haere Mai
WELCOME TO
HAURAKI DISTRICT
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REPORT COVER OPTIONS
HAURAKI DISTRICT COUNCIL BRAND
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P (07) 862 8609 • 0800 734 834 (from within district) • www.hauraki-dc.govt.nz
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P (07) 862 8609 • 0800 734 834 (from within district) • www.hauraki-dc.govt.nz
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