Name search goes on


Cockburn Gazette - - FRONT PAGE - Bryce Luff

THE nam­ing of the $109 mil­lion recre­ation and aquatic cen­tre be­ing built at Cock­burn Cen­tral West (CCW) was de­ferred last week so the City of Cock­burn can hold more con­sul­ta­tion with the com­mu­nity.

The move is likely to throw a span­ner into the works for the mar­ket­ing team, which will now have to hold off on cre­at­ing a logo and brand style guide for the build­ing for at least a month.

That de­lay will also be felt by the archi- tects who have to work that brand­ing into the build­ing.

Re­qua Cock­burn was the rec­om­mended name put for­ward to coun­cil­lors af­ter the City’s ad­min­is­tra­tion had spent the bet­ter part of two years search­ing for the per­fect moniker for its grand build at CCW. More than 200 names had been trimmed to one.

But coun­cil­lors be­lieved the de­ci­sion should have been con­sid­ered six months ago when dead­lines were not as tight, and the pub­lic should have had more of a say.

Be­sides fo­cus groups in De­cem­ber, most of the work was done by coun­cil staff in con­sul­ta­tion with a brand pro­fes­sional.

In a lengthy de­bate, a num­ber of al­ter­na­tive rec­om­men­da­tions were put for­ward.

Cen­tral ward’s Stephen Pratt was fourth in line but his sug­ges­tion that the coun­cil de­fer nam­ing the build­ing so it could ad­ver­tise the four pro­posed names – Re­qua Cock­burn, Cock­burn ARC, AVIVA Cock­burn and Sta­dium Cen­tral – was backed by elected mem­bers.

He said it would of­fer the wider com­mu­nity the chance to have their say, while also build­ing on the work al­ready un­der­taken by the City and mar­ket­ing pro­fes­sion­als.

But with the sta­dium on sched­ule to open early next year, a name had to be cho­sen on Thurs­day to en­able a logo and a brand style guide to be de­vel­oped to meet a tight­en­ing dead­line.

Ar­chi­tects ex­pected to re­ceive a style guide by May so they could in­te­grate the cho­sen brand­ing into the build­ing and avoid retrofitti­ng.

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