New Tweed logo unveiled

THE controversial and highly anticipated new logo for Tweed Shire Council was unveiled yesterday.

Tweed Mayor Warren Polglase has hailed the $45,000 overhaul of the Council's brand as a dynamic move out of the 1980s and into the 2000s.

“We are a major service organisation on behalf of the community and the largest employer in the Tweed, managing an annual budget of around $200 million,” Councillor Polglase said.

“As the largest local government area in northern New South Wales, it is essential for us to deliver a strong, clear and unified identity through a strong and modern imagery and visual style. We want to be the council for 2009 and beyond, not stuck back in the '80s.

“And this brand is a long-term investment representing excellent value for money. A brand represents our values as an organisation and extends to much more than just a logo.

“The problem has been that council has never had a brand, it has only had a logo and one that is not unique to council.”

The new identity features a “One Council - One Brand” strategy unifying all departments, activities, assets, services, products and facilities.

It includes a detailed Visual Standards Manual, logo, council's longstanding coat of arms, a river device, a positioning statement, primary and secondary colour palettes, fonts and imagery.

“Having a brand will ensure that our customers, ratepayers and citizens of the Tweed receive professional communication, publications and material from their local government provider, something they should expect,” Cr Polglase said.

“Whether it's a rates notice, new residents' kit or a development application form, every time we communicate with our community it is an opportunity to communicate who we are.

“The brand forms the foundation of our corporate culture as we strive to improve our community engagement and customer service.”

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