Newcastle council says its new corporate logo reflects the city’s revitalisation and ensures Novocastrians are aware of the assets they collectively own.
Research undertaken last year reportedly found many Novocastrians did not realise that Blackbutt Reserve, Fort Scratchley, the Civic Theatre, Newcastle Museum or the Newcastle Art Gallery were among the council’s facilities.
Lord mayor Nuatali Nelmes said an updated, more contemporary logo was needed, a quarter of a century after the Civic Fountain motif replaced a coat of arms bearing two seagulls.
The council stated a multi-coloured ‘N’, the main feature of the logo, had been inspired by the emergence of a new city and was designed to promote its growing appeal to tourists.
Its design cost about $50,000.
“As a progressive, dynamic and rapidly changing city, it was important that we made this change to complement Newcastle’s transformation from a regional town into a smart, liveable and sustainable global city,” Cr Nelmes said.
“When our community doesn’t recognise the services or facilities their local council provides, it’s clear that the old approach of separating council’s services and logos for each asset was not optimal.
“Under the new ‘N’, we are united with a consistent and recognisable symbol.”
The council stated that, with the foundation design work completed, it could start a 12-month roll out.
It planned to initially replace existing signage on big-ticket items, such as prominent sites and cultural facilities, before progressively upgrading other signage when it was due for replacement under the council’s routine signage renewal work.
The timing of the brand refresh coincides with the council’s administrative move from three separate Civic precinct buildings to a single office block in the city’s new CBD in Newcastle West.