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Logo designers seek people ready to take CBR to the world

CBR Logo.

CBR Logo.

The campaign to promote the brand CBR Canberra shifts up a gear this weekend with Canberrans being urged to saturate social media with the logo and hashtag.

The Canberra Day long weekend will see the CBR brand, pictured, located everywhere from the Black Opal Stakes to the Diner En Blanc and its proponents say it will be an ideal opportunity to show the depth and breadth of what is on offer in the national capital.

The $2.6 million project, funded by the ACT government, has been created by Canberra advertising agency Coordinate, with its directors Jamie Wilson and Warren Apps saying the next six months will be about ''building an army of supporters'' who will be encouraged to talk, tweet and post positively about the city while using the CBR logo, perhaps as a background to a photo or in a hashtag.

Those supporters will encompass everyone from residents to ''influential and passionate'' Canberrans such as basketballer Lauren Jackson to organisations already engaged to promote the ACT.

The period will also be about educating Canberrans more about the intentions of the campaign.

''We want people to feel part of it. It's a big team of people taking Canberra to the world,'' Mr Wilson said.

CBR had already appeared on everything from coffee cups to a Mardi Gras float to Brumbies jerseys to events such as Floriade and Enlighten - and in the last day been extended to another sporting organisation.

Mr Wilson, with Allinsure director Peter Chamberlain, has stepped in to run the resurrected Canberra Knights ice hockey team, which has been renamed the CBR Brave.

''I just couldn't stand to see another Canberra team go under,'' Mr Wilson said.

When the CBR brand - shorthand for Canberra but also standing for confident, bold and ready - was unveiled late last year it was subject to some fierce criticism about whether it was worth the money and whether it was anything more than another logo.

Coordinate had since conducted three months of consultation with about 140 individuals and groups and maintained the feedback about the brand had been positive.

''We were under no illusions when we released the brand that there were going to be people who didn't like it or understand it or thought it was a waste of money,'' Mr Wilson said.

''Once you get in front of people and you talk to them, they really buy into the story and understand it. And that's why this is such a long process and it's going to take a while.''

Mr Wilson and Mr Apps said the project was always meant to take years to reach fruition so that ultimately when people saw the brand they felt positive emotions and connotations about Canberra.

''You think about the Nike 'tick' - any brand becomes a reinforcer for everything it stands for,'' Mr Apps said. ''So, yes, at the very pointy end, it is about a logo. But that's just the pointy end, all the work is in building the meaning behind it.''

This weekend a short online and print advertising campaign will be launched to celebrate Canberra in March, incorporating CBR.

''Everywhere you look this month, there are great things happening in our city so we want to be talking positively about that,'' Mr Wilson said. The next stage will start in September with campaigns telling positive stories about Canberra for markets outside the ACT.

Mr Wilson said he wanted all Canberrans to own the logo and any group could apply to use it free, although each application would be assessed on a case-by-case basis.

''It's almost like, before, people were apologetic about living here, and now people are proudly embracing Canberra,'' he said. ''So, in that sense, this is about so much more than a logo.''

10 comments

  • Perhaps they could put the CBR logo on all sides of the Lovett Building. Can't Bloody Rent.

    Commenter
    stoney
    Date and time
    March 07, 2014, 7:50AM
    • Very clever :-).

      Commenter
      Bronwyn
      Date and time
      March 07, 2014, 8:16AM
  • Isn't that a sugar company?

    Commenter
    curmudgeon
    Date and time
    March 07, 2014, 8:10AM
    • Crappy design of the logo

      Commenter
      Love Canberra
      Date and time
      March 07, 2014, 8:17AM
      • So that's what that logo means? Who the bloody hell agreed to it in government and what a waste of $2.6m for this project? This must be a joke but it's not April fool's day...

        Commenter
        Akari
        Location
        Canberra
        Date and time
        March 07, 2014, 8:23AM
        • AnyOne Want To InterView ME About MY Post Canberra,s 100th BirthDay IDEA?

          Commenter
          Myke
          Location
          Canberra!
          Date and time
          March 07, 2014, 11:13AM
          • Wasn't this LOGO supposed to make us millions? Wonder how that's going.....

            Commenter
            Deutsch
            Location
            Canberra
            Date and time
            March 07, 2014, 12:24PM
            • Waste of $2.6 million if you ask me. The idea to use our airport code was hardly an inspired choice. Many cities around the World have done the same thing. But those cities are probably not up against the general disdain and disregard that Australians have (and probably always will feel) towards Canberra because this is where the federal government is based. Aussies love to bash our city whether it's deserved or not. Changing people's perceptions of this place is something that will happen over a long period of time and will only happen through us continuing to hold events that draw tourists here and they then can see that it has more to offer than they thought. The city will also become more interesting with further development and the population and business it brings. A naff $400,000 logo is not going to change anything and we certainly don't need three letters to feel proud about the city we live in. This advertising company must be sitting back laughing at the amount they've made out of Barr - hmmm I wonder if there are any undisclosed links there.

              Commenter
              Adam Newstead
              Date and time
              March 07, 2014, 1:52PM
              • And, I wonder how much Messrs Wilson and Apps got for that logo? A few million?

                Commenter
                Eudaimonia
                Location
                Kingston
                Date and time
                March 07, 2014, 2:10PM
                • Wasn't the very point the advertising company made about their design at the time of the launch that it was standalone and immediately identifiable, requiring no further promotion? Another Labor fiasco. I can't begin to think how consoling it is that we will have 25 legislators now rather than 17 when this is the type of major policy initiatives they approve.

                  Commenter
                  Phillipi
                  Location
                  Palmerston
                  Date and time
                  March 07, 2014, 10:47PM
                  Comments are now closed

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