Rudman's city: Pukeko jollies travellers about the city

By BRIAN RUDMAN

Lock up the cats. Auckland is about to be overrun by a flock of pesky pukeko called Maxx.

Maxx is to be the cute face of the region's new transport system, designed to make us smile when the bus doesn't turn up in the morning or jolts us down the aisle before we've found a seat.

Maxx emerged the winner after a six-month branding and theming contest which started out with 32 entries from leading New Zealand and Australian design and architecture companies.

Designed by Auckland-based Sanders Design/Stephenson & Turner, the Maxx brand also features a dark blue livery which, according to the winners, is bold and confident and expresses the personality of metropolitan Auckland.

The cartoon pukeko will be the Colonel Sanders of the public transport system, helping to provide the single identity for buses, rail, ferries and stations.

Also-rans included Metro, Greenline, Waka, the letters U and A, SMART and CIRCUIT.

"Maxx is unusual, powerful and memorable," says Tony van Raat, head of Unitec's School of Architecture and convener of the judging panel.

"The weave of its logo contains elements that could be related to Maori and Pacific cultures ... and the pukeko mascot was a cheerful character to introduce the brand."

The judges also selected design features of the Jasmax/Mario Madayag/Creative Lab entry for use on stations and other infrastructure. "The lightweight sail feature which distinguishes the canopies in the Jasmax theming entry is perfectly representative of Auckland."

Excited? Well don't expect to see Maxx at your bus stop for a while yet. Auckland Regional Council branding project team leader Martin Cahnbley says it could be at least two years before the pukeko starts showing up.

His first trip, says Mr Cahnbley, is likely to be on the Link bus route.

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