The new ‘Heretaunga Hastings’ identity promotes Hastings District tourism and economic development activity as well as Hastings District Council's business activities.
It replaces Council’s main gannet-adorned logo and the ‘Heart of Hawke’s Bay’ logo, and is gradually replacing another 40-plus logos that have developed over the years – many of them not obviously linked to Council. It does not replace the official name of Council, its coat of arms or official seal.
It is used across all facets of Council’s day-to-day business, creating better clarity for residents and ratepayers on what services, facilities and initiatives are being provided by Council.
This brand project began in July 2020 and was completed pre-Cyclone Gabrielle (February 2023). It is being implemented on a ‘renew or replace’ basis.
There has been significant work undertaken to develop the brand, including research, surveys and engagement with stakeholders, councillors, staff and the community. Those engagements highlighted that there was confusion around the two logos in use with no clear connection of association of what they stood for or who they belonged to, and identified a need and desire for change to create a brand that reflected the Hastings we are today, and for the future.
The community input was done through surveys and ground research and via council representatives.
The new Heretaunga Hastings brand aligns with Council’s Heretaunga Ararau Strategy (2020), which acknowledges the importance and significance of using te reo Māori across Hastings District and within Hastings District Council.
It can be applied in multiple ways and includes a vibrant colour palette that represents our ‘fruit bowl of New Zealand’ legacy and acknowledges our vibrant and diverse community.
The roll-out is happening gradually, with a focus on replacing collateral such as signs and forms as they wear out or run out. “Even before the impact of the cyclone, this project was designed to be as cost-neutral as possible. We are very mindful that we do not waste budget by replacing items before they reach their end of life, and that we do not send waste to landfill unnecessarily,” says Hastings District Council marketing, communications and engagement group manager Naomi Fergusson.
One of the most visible early changes will be to the ‘gateway’ signs on the outskirts of Hastings. The signs were scheduled to be replaced under the Heretaunga Ararau Strategy in 2020/21 but the project was delayed to align with this project, made more timely due to some being damaged in the cyclone.
The other most visible changes will be to electronic assets, which can be easily changed at no cost.
The new logo is supported by a strategy, put together with input from residents, visitors, Council staff and councillors, outlining Council’s aspirations that when interacting with Council, residents and visitors feel informed, satisfied, understood, optimistic and inspired.
“One of the things we learned from Christchurch in the wake of the earthquakes is how important it is to show everyone that as a district we are moving forward, open for business and that we remain a great place to live. Keeping visitors and investment flowing into the region will help support our economy to recover, increase employment, and help keep our spirits up as we continue the marathon journey that is recovery.
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