A COMPLETE overhaul of the city's eight-year-old brand could be on the way after claims it has started to fade into obscurity.
Wagga councillor Vanessa Keenan said the council has appeared to have forgotten about the brand that was adopted in 2012, with the "Wagga blob" logo becoming the most recognisable feature of the project since it was first rolled out.
Since then, she said an array of identities with "little to no tie" to the adopted concept have emerged.
It's her intention to move a notice of motion at Monday night's council meeting to bring Wagga's brand back on track. This could either mean a reboot or a complete overhaul of Wagga's existing brand - from its logo to colour story, illustrations and imagery.
"I don't feel strongly either way, but I do feel strongly about consistency," Cr Keenan said.
"I think the one we have is still fresh and relevant and I think, for the community and our visitors, it is still on trend, but also it's not about what I want but what is reflective of our community."
Charles Sturt University's senior marketing lecturer Felicity Small said the first question that needed to be answered was if the brand "has outlived its usefulness" because changing the logo and brand too often could be at the detriment to the cause.
"Now from my perspective, I don't feel like it is out-of-date or out-of-touch with the image of a regional area. I don't feel like it needs a refresh of what it's communicating," she said.
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"Changing brands or elements that support the brand image, so like logos, too regularly ... is when it gets confusing."
Instead, Dr Small said the council should refocus its attention on how it implements the city's brand and monitor those who are using it to keep the purity of the messaging.
She said it was crucial for Wagga to have "strong, clear" voice and identity to set it apart from other regional centres and boost tourism opportunities.
"We have seen a lot of other regional community centres build their own brand identity," she said.
"There is no reason why Wagga can't attract a large number of people."