Spin from the A-team
There’s no shortage of explanation of the new brand on the website for Brand Auckland.
Here’s just a taste of the marketing speak:
“We’ve consulted with the country’s leaders, spoken to the man on the street and worked with the best-of-the-best, all so that brand Auckland is a dynamic expression of the people and cultures that make Auckland such an exciting place to be.
“Visually, it speaks volumes about our many cultures, our vibrancy and our spirited progress – don’t you think?”
On Auckland’s reputation: “Auckland sprawls and slouches across the landscape. Not always beautifully.
“But who hasn’t felt that lift in their heart as they come over a rise to see Rangitoto?”
Prominent Aucklanders and business leaders have also given their verdict on the design.
“With its red colour this brand takes Auckland beyond the New Zealand context and positions us at the very heart of the Asia Pacific region,” says Auckland University pro vicechancellor Ralph Cooney.