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Dunedin City Council announces new brand

Fuseworks Media
Fuseworks Media

For the first time in 14 years, the Dunedin City Council has a new brand.

Announcing the launch of the new brand today, Mayor of Dunedin Dave Cull says, "The previous DCC brand was released in 2005. That was some time ago and we wanted to update our brand to better reflect who we are and what we do, and to establish a strong, new visual identity."

The new logo (shown above), is more contemporary, creative and versatile.

DCC Chief Executive Sue Bidrose says in recent years the organisation has been revisiting and streamlining strategies, processes and plans.

"More recently we have been working on how we can improve communications with our community. A strong brand sets out an organisation’s intention to connect with its customers on a personal level.

"The new logo, colours and fonts signify a professional, warm and inclusive image, which reflects who we are. I’m particularly proud of the strong visual reminder of our great working relationship with Ngāi Tahu, the Crown’s treaty partner."

The new brand and logo were approved by city councillors last month. The logo incorporates the literal Māori translation for the DCC - kaunihera a-rohe o Ōtepoti - and gives it more prominence than previously. It now sits beside the Dunedin City Council name. This approach has been endorsed by the Māori Participation Working Party.

DCC Communications and Marketing Manager Graham McKerracher says the move away from the blue and gold gives the DCC its own strong visual identity.

Mr McKerracher says the new brand does not include a slogan. The new branding will appear immediately in some areas, such as on the DCC website. Civic Centre signs will be updated shortly. In other areas, such as brochures and business cards, the new brand will be rolled out over time as publications are produced.

The rebranding costs are minimal. The new brand was developed in-house by the Marketing and Design team so there were no external costs. Initial costs for things such as new signs and DCC car fleet branding are expected to be about $23,000 and will be met from the existing Council Communications and Marketing budget.

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