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Normanton Show Day. The update has a moderate impact on internal parties with their own style guides, the Natural Areas Signage Manual or the Infrastructure Services Active Transport Sign Design Manual for example will need to be updated. Stakeholders with their own style guides have been consulted on the update prior to this report going before Council. Adoption of the report allows the updated logo to be implemented and managed. The Marketing and Promotion Branch will apply the update to the Ipswich City Council Style Guide and work with internal parties to update their branded assets, facilities and programs or style guides as needed.
The current City of Ipswich logo has been used since and it is an evolution of a design which has been in place since Consultation over the past 18 months with internal and external stakeholders reinforced that there is inherent value, pride and recognition in the City of Ipswich logo which should be retained, as such a rebrand is not recommended. It is equally agreed that the City of Ipswich logo could be made more contemporary and effective with some minor design tweaks.
Not only does this bolster the logo but it also establishes a creative device which can become part of the Council Style Guide and be applied to Council collateral, increasing brand alignment and identity.
The font used in the logo has been changed to a clearer and more contemporary style. The wording in the current City of Ipswich logo is a custom designed image and not actually a word font, therefore it remains attached to the logo and cannot be extended to any other Council application.
Key to the update is achieving improved coordination, consistency and recognition of the City of Ipswich brand and the products and services of Council.
As such, the sub-brand application of the City of Ipswich logo is an important adaption. Over the years, Council entities and programs have organically developed individual logos to suit their business needs.
The Council Style Guide has not kept up with these developments and does not currently have a regime for the Council brand family. This update to Council logo application establishes a whole-of-Council logo practice and allows for a complete brand architecture to be developed which will ultimately align everything from logos and colour palettes to imagery and narrative.
This is an example of how the updated Council brand family may be executed. The sub-brand design and architecture will be resolved as part of the development of the Ipswich City Council Style Guide. A number of key sites have been identified including the Council Administration Building, Libraries, Civic Centre and Robelle Domain Parklands where upgrading Council signage will be actioned as a priority utilising some capital expenditure budget. The Marketing and Promotion Branch will prioritise an update to the Council Style Guide and continue to work with internal stakeholders on the brand architecture and their own business line style guides.
This work will result in resource efficiencies over the medium and longer term as a better defined and managed portfolio of style guides will reduce error, duplication and design time. The Marketing and Promotions Branch averages tasks per month, servicing the marketing and communications requirements of all areas of the organisation.
The update will simply be applied to this daily work and facilitate its efficient and effective implementation. The update has minimal risk implications, as it is a minor modification to an established asset and process. There could be some community sentiment regarding a change to the City of Ipswich logo and more specifically community groups and facilities with the current logo applied to their collateral and signage.
However, as the updated logo is substantially similar to the current logo, the correlation remains obvious and is not superseded. There could be some sentiment regarding the update being minor, and therefore not worth undertaking. However, the very practical improvements of increased brand identity, alignment and legibility facilitated by a minor update demonstrates the efficiency and effectiveness of the undertaking.
The risk of not approving the update relates to the ongoing inconsistency in the branding and recognition of Council products and services.
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