2023-03-13 General Committee Meeting Agenda

GENERAL COMMITTEE MEETING REPORT                                                   13 MARCH 2023


6     NOOSA COUNCIL BRAND REFRESH

Author            Communications & Community Engagement Manager, Ken Furdek
                  Office of Mayor and CEO

Index             ECM / Subject / 38.7 Branding

Attachments       1.    Council Brand Refresh (43 page attachment provided separately to this
                        agenda)


EXECUTIVE SUMMARY
This report seeks Council approval to implement a refresh of the existing Council brand across the
organisation.
Council’s current corporate logo and brand were designed and implemented in 1990 by a then
local professional graphic designer to replace the original Coat of Arms. The approved brand
represents a listed vulnerable plant the Boronia Keysii (commonly known as Keys’ Boronia).
In 2014, Council invested funds to develop a revised colour palette of primary and secondary
colours to complement the existing Council brand.
While the current logo/brand has served the organisation well, given the revised strategic approach
as part of Noosa 2.0 program, it is timely to evolve the Council image and identity, while respecting
the past.
This brand refresh respects the integrity of the iconic Boronia flower, which is central to the 1990
design, however modernises its look to create a meaningful and long term legacy of the unique
wildflower.
The introduction of a new font, specifically created for Noosa Council, clearly portrays a modern
and agile council brand which is reflective of Council’s modern, professional approach.
The refresh also aligns to the values that sets Noosa apart from other local government areas.
This work has been achieved in collaboration with the new Corporate Plan 2023-2028 and within
current budgets.

RECOMMENDATION
That Council note the report by the Communications and Community Engagement Manager to the
General Committee dated 13 March 2023 and approve the refreshed brand and associated
elements, colour palette and typography provided in Attachment 1 to the Report.

REPORT
The existing Council logo/brand designed by a local resident, was approved by Council in 1990.
Since then, it has altered slightly, including a change in colour to the wildflower emblem Keys’
Boronia.
Council’s brand brings together how we conduct our business and showcases our organisation.
The Council brand refresh demonstrates Council’s standards for consistency, quality and
professionalism.
To complement the development of the Corporate Plan, through a competitive Interest to quote
process, Council officers engaged Peregian Beach creative studio Saturate to conduct an
extensive brand audit of all Council brands and consider a refresh of the existing corporate brand.
The process included in-depth research and analysis of many strategic documents, including
Noosa Design Principles, the Corporate Plan, Liveability Survey results plus regular consultation
and workshops with Councillors, the Executive and key stakeholders in the organisation.
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