Cr Dianne Newman was of the opinion that the project should be allowed to progress as is, but the majority of councillors opted to send the primary logo back to the drawing board. A subcommittee comprising mayor Steve Toms, Glen Innes Severn Tourist Association and Business In Glen representatives and council staff will revisit the  logo, with the mayor looking for ‘more life’ through design and colour variation. 

The subcommittee’s recommendation will be presented to council at its April meeting for adoption and incorporation with the Brand Guidelines for Glen Innes Highlands document. Councillors also supported having some flexibility to allow the sub-branding to evolve in terms of the colour palette and imagery to meet changes over time.

The brand guidelines are an effort to ensure a consistent message is conveyed to visitors and the community, council’s tourism and events manager Peter Teschner said in his report to the meeting. The re-branding came from concerns expressed by Glen Innes Severn Tourism Association about the effectiveness of the Australia’s Celtic Country brand, which was seen to be narrowing opportunities to promote the district’s other assets.

Under the re-branding, Celtic Country will become a sub-brand under the Glen Innes Highlands banner, along with High Country, Adventure Country, Heritage Country and Ngoorabul Country.

“For a brand to be successful it must be defined, nurtured and championed,” Mr Teschner said.

“Thus brand guidelines are an essential tool to ensure that a clear, unambiguous and consistent message is delivered to the target audience.”