New look for Tweed Shire Council brings operations together

Located in northern New South Wales on the Queensland border, Tweed Shire Council recently launched its new brand with a ‘One Council – One Brand’ approach to unify all departments, activities, assets, services, products and facilities.

In launching the new organisational identity in October 2009, Tweed Mayor Warren Polglase said it was time Council had its own identity through a strong corporate image.

“Just as the Tweed is a unique destination, Tweed Shire Council is a unique organisation,” he said.

“A brand and corporate identity is an important investment for any large organisation and while Council works on behalf of the community, we operate in a commercial environment.We are the largest employer in the Tweed, managing an annual budget of around $200 million, and we are the largest Local Government area in northern New South Wales.

“As such, it is essential for us to deliver a strong, clear and unified identity through strong and modern imagery and visual style.”

Mayor Polglase said every time Council uses its corporate identity, it is an opportunity to communicate who Council is ­– whether it be negotiating with other spheres of government or working with community and business groups.

“A brand represents our values as an organisation and extends to much more than just a logo,” he said.

“The problem has been that Council has never had a brand, it has only had a logo and one that is not unique to Council.”

The new brand includes a detailed Visual Standards Manual, logo, Council’s longstanding Coat of Arms, a river device (sign off/footer), positioning statement – ‘Together Forward’, primary and secondary colour palettes, fonts and imagery.

The logo is centered around the abundant natural environment shared by Tweed Shire Council communities, being rivers, forests, bushland, beaches, ocean, and the iconic tip of Wollumbin/Mount Warning.

These aspects have been combined in a clean and simple shape, representative of the layers of a sprouting bud and reflecting growth in the region, growth of the Tweed Shire Council, new life and looking to the future.

There are over 20 different applications for the new brand, ranging from a new look local newspaper, the Tweed Link, to a wide range of communication tools, including Council’s website, brochures and stationery.

“Having a brand will ensure that customers, ratepayers and citizens of the Tweed receive professional communication, publications and material from their Local Government provider – something they should expect,” Mayor Polglase said.

“The brand forms the foundation of our corporate culture as we strive to improve our community engagement and customer service.”