Wagga Council votes for "refresh" for $97,000 city brand and blob logo to be considered

The report revealed Wagga City Council paid design company FutureBrand a total of $97,043 in 2011 to create the brand, but the use of all its elements had not been universal across the city's projects in recent years.

On Monday night, councillors voted that a "refresh" of the costly design be considered in the next budget.

Councillor Vanessa Keenan, whose notice of motion in 2020 prompted the report, said based on the findings the "tired" city brand should be at least considered for a total redesign.

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"Essentially there's been over the last few years an inconsistent rollout of the brand. It is 10 years old, so there's a very genuine question as to whether it is still relevant or not," she said.

"What came back [from my notice of motion] was a report stating that most of it is out of date now and not really used.

"We've got an opportunity to undertake some kind of a refresh or complete redesign ... because at the moment we have an adopted city brand that isn't being used fully."

However a redesign was not recommended in the report, with minor changes put forward as solutions to the inconsistent usage.

"In considering the future of the city brand, council staff would recommend updating the graphic style elements to a more contemporary treatment with a focus on photography that represents the local population," the report to councillors said.

Ten years on from its inception, the spend on the brand evens out to around $10,000 a year or about 260 years of kerbside waste rates for an average household.

If redesigned, the new branding could attract a similar cost, but Cr Keenan said the money was a reasonable investment.

"It is something that contributes to our sense of community, identity and place," she said.

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