We here at Cubic Promote are no strangers to branding problems. We’re in the business of promotional products, and sometimes, our customers can’t quite decide how they want to promote their brand. From having wildly varying designs they can’t quite pick from, to minor changes at the final stages, to approval issues from their head honchos. We’ve seen a number of ways people trying to promote their brand can go wrong. Totally understandable of course, if you’re going to put your name out there, you’re going to want it done right. The last thing you want to do is jump the gun, and end up with a result that not everyone will agree with. It’s quite funny then, that our own NSW State Government has done something similar.
Barangaroo, a redevelopment of one of Sydney’s old wharf areas into a residential, commercial, and ecological suburb has been quite the project for the State Government. It was with a great deal of fanfare that the State Premier proudly named the 6 hectare headland natural park last year as Barangaroo Point. A name that, as it turns out, hadn’t met any approvals and has since had to be changed. Oops.
With the area already having a landmark named Miller’s Point, the City of Sydney Council, the local residents, and the NSW Geographical Names Board weren’t particularly fond of the name. Nor were they pleased to be kept out of the loop. The NSW Geographical Names Board would eventually crack down on Premier Baird’s enthusiasm. A week before the park was due to open, the name was changed. Barangaroo Point is now named Barangaroo Reserve, and signs all over the park show this hasty change.
Perhaps Premier Baird should have forwarded the artwork approval to the relevant parties before signing off on it?
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