SuperCity Logo Row
Inevitably, Auckland can’t agree on the new SuperCity logo.
In today’s arguments:
- The Designers Institute says that the chosen Auckland SuperCity logo design is generic and influenced by 70’s modernist design. It’s “definitely not contemporary and doesn’t make a strong statement about Auckland, its people and its future.”
- ARC Chairman Mike Lee says he thinks the choice is a good one and he’s worried newspaper stories about its resemblance to the ARC park rangers logo will tempt the Auckland Transition Agency to mess with it.
The designers president, Sean McGarry, say the logo needs to be developed as a “sophisticated, contemporary and effective” visual identity and subsequent brand for the city and now needs professional designers to finish the job and make it more current and distinctive.
He said a public competition was not a process the institute“envisaged or endorsed.”
McGarry cites the example of the new Melbourne logo released in July, 2009, a stylized M which can be used in a number of colour ways and identity lock-ups depending on its application. The Melbourne logo was designed by leading design and brand identity company, Landor, and was the result of a separate research process before the design work was even undertaken.
Said McGarry: “It is dynamic, effective cutting edge design backed up by a robust design process.”
What the Designers Institute don’t tell you is that the professionally designed Melbourne logo cost an outrageous AU$240,000 which is what can happen when designers are tasked with creating a logo for a big entity.
City of Melbourne paid $A91,000 in “preliminary research for the new brand” and $A148,000 for the design itself.
Melboune’s Lord Mayor at the time said: “Of course, any dollar amount ignites ire in people and it’s so easy to say “$A240,000 for a fat blocky M?”. Yes, that’s what things cost people, get over it.”
ARC chair Mike Lee says the new SuperCity logo’s “uncanny resemblance to the ARC Parks logo could tempt the transition agency to make it less like ours.”
This is the new logo:
This is the one worn for years on the shirts of ARC Park Rangers. It was designed in 1985 by ranger Tony Oliver, who is now principal ranger southern parks, with the help of other ARC staff.:
“I am amused the judges – including Waitakere Mayor Bob Harvey, art guru Hamish Keith, and former journalist and now John Banks’ campaign adviser Bill Ralston – picked the logo saying they thought it fresh and original, when it has been on display all over the Auckland region for years.
“This situation is a reminder that you should take the pronouncements of these self-appointed cultural high priests with a pinch of salt!
“That aside, I feel the choice of logo for the Auckland Council is a good one, symbolising the continuance of the ARC’s parks and environmental protection mission in the Super City.”