Efforts to untangle some of Canberra's most confusing brand names have already cost more than $570,000, according to the latest report on the rebranding of ACTEW Water.
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The new Icon Water brand was first announced in October 2014, as part of plans to differentiate the company from the ActewAGL gas and electricity joint venture company.
Originally expected to cost about $500,000, a report tabled in the Legislative Assembly last week shows spending on the Icon rebranding has reached $574,286. Icon Water remains a government-owned corporation.
Included in the cost is $123,858 for changes to billing systems, security cards, a review of internal policies and procedures and changing Icon Water's online presence.
More than $114,000 was spent on signage for Icon's vehicle fleet, equipment, buildings and other external signage. The cost of replacing badges on uniforms, protective equipment and a new corporate clothing sizing kit cost $77,255.
Legal fees for the rebranding cost $29,461 and design and focus groups cost $173,250.
An Icon Water spokeswoman said $9,000 was spent on a number of launches for the new brand, including a public event in May. The cost includes catering and equipment hire, as well as costs for four staff briefings.
About 500 etched drink bottles and 500 branded USB flash drives costing $8,000 were distributed to staff and service providers, while $12,740 was spent on glass water bottles to replace existing ACTEW Water branded bottles in Canberra cafes and restaurants.
Other merchandise included canvas tote bags, at a cost of about $2,700, featuring the new Icon logo and branded booklets and flyers explaining key elements of the change.
Advertising in Canberra media cost $2,300 and registration of the new Icon Water website cost $1,760. The company also purchased new name badges and self-inking stamps to promote the brand.
Nearly $12,000 was spent on a style guide, providing instructions for staff about the use of the brand name, logo, colour palette, typefaces and layout requirements for stationery, brochures and other corporate documents. A common corporate document, the guide is also designed to see consistent use of the Icon brand in signage, clothing and on documents.
Chief Minister Andrew Barr told the Assembly evaluation of the new brand will consider how well recognised it becomes among the public and if confusion between Icon Water and ActewAGL is reduced.
A customer survey, conducted by an external service provider, is planned for May 2016. The company's annual customer survey next year will also include specific questions about brand recall and recognition.
Mr Barr said the rebranding provided "a very clear distinction between our water and sewerage business and our electricity and gas joint venture".
"That's a reasonable thing; it's a one-off expense. We now should have less confusion in relation to those utilities and that's a better outcome for all concerned.
"It all stems from issues of concern that were raised a number of years ago, so in response to those issues we've now concluded an outcome that does see a distinction between the two businesses," Mr Barr said.
ACTEW Corporation officially changed its name to Icon Water on October 28, 2014. The original acronym, derived from ACT Electricity and Water, is now used only by gas and electricity company ActewAGL.
ActewAGL's retail arm is owned by Icon Water and AGL Energy Ltd. ActewAGL's distribution arm is owned by Icon and Jemena Ltd, which includes Singapore Power and China's State Grid Corporation.
Last week the Victorian government revealed a rebranding of the state's logo and marketing campaigns. The logo, designed by advertising agency Ogilvy Australia, cost taxpayers $220,000.
