Auckland Logo Competition - Statement from Brian Richards

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Super City Logo Contest a Beauty Pageant at Best

A competition was launched on the 18th of February to come up with a logo for the new Auckland Council. For a city claiming to be looking forward to a visionary future, this seems remarkably shortsighted behaviour. Such competitions are growing in popularity here with everybody having a crack at our flag, our wharf, and our viaduct’s bridges. We clearly love to use this ‘survivor island’ approach.

It seems we are yet again going to hold a design carnival, without any hint of a central ethos or brand strategy. How are we going to rationalise the outcome when we finally see it plastered all over the New Zealand Herald and the bitching inevitably begins?
 
This competition is yet another example of our inability to acknowledge best practice, refusing to allow anyone to be ‘better able’. We constantly point out the tall-poppy syndrome holding us back, and then bow to its inevitable pressure whenever hard decisions must be made.

It seems difficult to see any reason for this competition other than a desire to take the easy way out, rather than argue the selection of the correct expertise to achieve a professional and lasting outcome. There is clearly a desire to be able to say ‘It wasn’t my fault’.

With the greatest respect to the judging panel selected, I cannot see why the leaders of New Zealand’s design fraternity have not been engaged. New Zealand has a design industry that is crying out for the opportunity here, to put its experience and professional judgement to use.
 
We’re turning ourselves into a cliché with our number eight wire approach. We’re saying, “She’ll be right”, as we turn a piece of work that will be reflected across our city, into a beauty contest at best. This is design by democracy. It appeals to our great egalitarian sense of fair play, while invariably it results in mediocrity.
 
Don't tell me that this haphazard strategy was part of the renewal of Glasgow, Montréal, Seattle or Berlin. This is the exact instance where a logo will not be just a logo. In 1953 when Spain's President of Commerce was looking for a symbol for the country's tourism, he visited Joan Miro in hospital. Joan designed the symbol we still enjoy today in one-hour, a few days before he passed away. He refused to accept any money, wanting it to be his legacy to Spain.
 
Can we not look to our very best acknowledged designers to leave us a legacy for this beautiful city?

Brian R Richards
Brian R Richards Ltd
 
Recognised as the country's foremost brand strategist, Brian has spent over a decade developing strategy for many leading export brands, regional identities, and major corporate brands in Australasia, Asia and Europe.

Posted on: February 19, 2010