Porirua City Council paid $98K for new smiley logo that looks like it was made on Microsoft Paint

Headlines 09/08/2019

Ever spent a whole heap of money on something that wasn't bloody worth it? Well Porirua City Council have done just that by dropping a whopping $98K on a new logo, and holy hecka it looks like it was done by a bored toddler on Microsoft Paint!

The massive price-tag of the “rebrand” became public knowledge after an Official Information Act (OIA) request was made by a member of the public.

The smiley face itself was put in an $875 graphics package that was included in a $28,775 design budget.

The Taxpayers Union say that the logo is meant to capture and represent the youthfull nature of the area, where 40% of the population are under the age of 26.

“When Porirua ratepayers gaze long enough into the face, the council’s five percent annual rate hikes gaze back,” a statement from the Taxpayers Union read.

Despite this, a council spokesperson said that the previous branding was “confusing” for residents and the council apparently thinks the new branding is “fantastic”. Which is a very kind adjective.

“Our previous brand was not cohesive and was applied in an ad hoc and inconsistent way across council services,” the spokesperson said.

The $98,000 price tag services a number of things, not just the instantly memeable new logo. According to The Pedestrian, the breakdown of the funds is as follows:

  • Strategy and brand development, and brand guidelines – $30,000
  • Design of collateral, print and electronic templates, animation stationery, advertising, banners, certificates, rates latter and assessments – $28,775
  • Brand architecture – $8,850
  • Photo library based on the new brand “look and feel” – $24,991
  • Update to brand guidelines – $5,260.

$30,000 seems like a hefty price tag for a damn strategy, and the Taxpayers Union agree:

“Councils do not need to engage in corporate branding exercises. Unlike businesses, councils are monopoly service providers and do not need to market themselves to their ratepayers, who are already a captive audience.”

Safe to say, members of the community weren't exactly stoked with the outrageous spending, particularly considering it's their money:

“It’s the hidden expenses that annoys the business and residential community alike … If there’s a really good business case for the 100k then you go, ‘It’s OK’,” Porirua Chamber of Commerce advisory board member Hamish Mexted said.

We don't wanna cuss out the designer of the logo, especially considering they made bank off of it, but you have to laugh at the situation!