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Triangle Television is seeking legal advice to protect its logo, which bears a close resemblance to Auckland City Council's new triangular logo.
Triangle chief executive Jim Blackman yesterday accused the council of "treading on our patch" and referred the matter to the company's patent attorney lawyer to investigate any copyright ramifications. "There could be some confusion and we don't want that to happen," he said.
Both logos feature a blue triangle. The Auckland community television station has been using its logo for 10 years. The council logo was unveiled last week as a fait accompli to the new council.
Triangle's lawyer, John Hackett, said the company's logo was registered with the Intellectual Property Office and specifically covered television and entertainment purposes.
In an application to the Intellectual Property Office, the council is seeking to use its logo for a variety of purposes, including a broad range of entertainment purposes that could overlap with Triangle Television.
Mr Hackett said before the council could register its trade mark it would have to resolve any issues of confusion with the broadcaster. All the costs would have to be met by the council as the applicant, he said.
The council did not respond to Herald inquiries about the similar logos but communications and marketing group manager Mark Fenwick told TV3 the council could not be confused with a television station.
A senior council source yesterday reiterated that the council had spent about $1 million on a rebranding project in the past year.
The rebranding exercise arose from research last year that showed just one in 10 Auckland City residents and businesses had a positive view of the council. The logo was devised by council chief executive David Rankin and his executive team. Only a handful of senior councillors were privy to it and it was never put to a council committee.
The source said the $1 million cost included hiring an expensive marketing executive for the project, about $300,000 for rebranding and signage for the council's parking business, market research and officer hours.
Mr Fenwick said the $1 million figure was grossly misleading. "This is a $25,000 item of expenditure."
The Herald asked the council for a breakdown of other costs associated with the project, such as market research, rebranding the carparking business and the number of $700 banners with the new logo ordered for Queen St. Mr Fenwick said the large number of questions was "unreasonable and wasteful call on our time" and did not answer any questions.
This was contrary to a promise by new Mayor John Banks for greater openness and transparency.
City Vision councillor Cathy Casey told National Radio she was not consulted on the logo, it was driven by officers, and she hoped the first decision of Mayor John Banks would be "bin this stupid logo".
