Creating Dubbo Regional Council

 

 

 

 

Following the proclamation of a new Council on 12 May 2016 independent research was commissioned which showed a clear preference not to continue with the name Western Plains Regional Council as included in the first proclamation.

The strong choice of those surveyed was Dubbo Regional Council.

Other factors in the preferred name for the new Council included the precedent set with other mergers which resulted in Armidale Regional Council, Tamworth Regional Council and Bathurst Regional Council.

The Administrator also consulted with marketing and branding specialists who indicated that Dubbo enjoyed very high brand recognition, being number three in regional NSW.

A subsequent proclamation was made by the NSW Governor on 7 September 2016 formally naming the new Council, Dubbo Regional Council.

With the name formally proclaimed, Council has revealed a new identity for the organisation and is continuing to work towards transforming the organisation to deliver services in the best way possible for all communities across the LGA.

Dubbo Regional Council logo

Concept, design and consultation

The Dubbo Regional Council logo was designed in-house by Council’s graphic design specialists.

The initial concept was modified based on the feedback from over 140 members of staff, business and community groups across the Local Government Area. 

Feedback:

  • 51% liked, or really liked it
  • 68% said they would accept it
  • 1 in 5 said they didn't like it at all
  • Feedback from stakeholders from both former LGAs was quite similar -  45% of former Wellington like or really like it, 52% of Dubbo like or really like it
  • 74% believed it represented a modern and progressive organistion

Meaning behind the logo

The design and colours chosen aim to represent:

  • the red earth of Dubbo
  • the green mountains of Wellington and agricultural land of the LGA
  • the blue of the beautiful Macquarie River that provides a natural geographic link between Wellington and Dubbo

Each of the elements overlap to create one unified element  - as we are one unified Organisation.

The Organisation is represented in the design as modern and professional, but the bright colour scheme aims to communicate the we are creative, fresh and vibrant.

Costs of re-branding 

Design development

The logo and brand was created in-house. This means all design development costs were within Council’s existing budgets.

The cost in staff wages, including time spent on consultation and finalising design and concepts, was $4400.

Updating assets 

It is estimated the rebranding of Council signage, vehicles and so forth will cost some $100,000.

Rebranding was an inevitable cost of a merger. Funds for this come from the State Government as part of the $5 million merger implementation fund.

The final costs will be reported to Council as part of budget reviews.

 

 

 

Last Edited: 19 Oct 2016

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