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Just who is responsible for this stuff?

The top 3 are bad enough, but you at least get a vague idea about their purpose.

But the new Tourism Auckland logo has me stumped.

OK, so it’s the first letter of “Auckland”, which is fair enough.

(If they’d chosen “K”, people might have mistaken it for Karachi. Or Kawerau, pearl of the Bay of Plenty.)

What I don’t get is the apparent terminal necrosis of the image.

I mean, it’s not a Boden shirt – I’m used to those.

Could of course be an hidden reference to Auckland’s crumbling infrastructure – hour-long journeys to work over the bridge, repeated commuter rail signal failures, the THREE WEEK LONG CBD power outage in 1998………

Jane Berney, an Auckland University of Technology lecturer in advertising creativity, puts it rather well:

“The ‘A’ element – Rangitoto rising out of ‘Auckland’ – (Oh, so THAT’S what it is – Ed.) seems to me to be more about deconstruction and hairs in the lens cap than heritage and spirit.”

Cheap enough, though.


Only cost $174,000….