Our new logo unites all of its facilities and services under a single banner that Novocastrians can be proud of.
As a progressive, dynamic and rapidly changing City, it was important that our logo complements Newcastle’s transformation from a regional town into a smart, liveable and sustainable global city.
The logo is a stylised ‘N’ with a ripple effect that represents water, as a strong symbol and shared connection across our coastal city. The vibrant palette captures the beauty of Newcastle’s natural environment and represents the city’s bright outlook.
Through consultation with our community for our Newcastle 2030 Strategic Plan, we found that our coastline was an important element to the Newcastle region and our fresh brand reflects this.
The look also proudly complements our highly successful Newcastle ‘See Change’ destination brand. The two will often feature side by side as we work to deliver services and facilities to Newcastle as well as promote the city as a destination.
Why a fresh brand in 2019?
Brands are constantly evolving to ensure they keep abreast of changing needs in the marketplace. Revitalisation can celebrate the history and heritage of a brand, while showing that the organisation is adaptive to change.
We last undertook a corporate brand project in 1993. As such, our previous corporate logo, colour palette and brand reflected an era over 25 years ago.
Our new brand will better inform residents of the facilities and services offered by us. Research undertaken last year found around a third to half of all Novocastrians weren’t aware Blackbutt Reserve, Fort Scratchley, the Civic Theatre, Newcastle Museum or Newcastle Art Gallery were our facilities, because they had separate and individual brands.
We're launching a new unified brand and refreshed approach to better reflect the organisation’s values and vision as Newcastle transitions into a smart, liveable and sustainable global city.
Did we consult with community?
Yes. We engaged with the community on our 2030 Community Strategic Plan and City Marketing and Engagement Strategy. Here it was identified that i) the community wants to transition into a smart, liveable and sustainable global city; and ii) there were opportunities for Council to improve our levels of engagement and increase community satisfaction levels.
Consultation with our community for our Newcastle 2030 Strategic Plan also found that our coastline was an important element to the Newcastle region and our fresh brand reflects this.
How much did it cost?
To engage with stakeholders and develop a design in a financially sustainable way, our in-house design team partnered with local creative agency Headjam in a co-design capacity, along with some in-kind support. This assistance to develop the design for our organisation, and all facilities was less than $50,000.