AUCKLAND, 1 June 2017: Branding design agency Principals has unveiled a fresh new look for Tourism Bay of Plenty. Launched at TRENZ, New Zealand’s largest annual business-to-business travel and trade event, the refreshed identity is
accompanied by a brand story for the region which celebrates its raw potential and abundance.
Before
After
The new logo features an open smile which is representative of the Bay and its welcoming people while the headline font
conveys the simple, compelling story with a colour palette mirroring the landscape. Central to the identity is stunning
photography that captures the abundance of natural beauty, the warmth of the region’s people and the produce it has to
offer.
Steve Main, Principals’ Auckland General Manager, said of the work: “The Bay of Plenty really is a place of abundance
and opportunity. The identity needed to feature the diverse produce, industry and stunning landscapes while expressing
the warmth and character of the locals. Alongside other national attractions at TRENZ, the new Bay of Plenty identity
already looks truly iconic.”
The work follows additional place branding efforts that members of the Principals’ team have executed including The New
Zealand Story; The Waikato Story, video and platform; the Taranaki brand; Taranaki Arts Festival Trust (the organisation
that runs Womad); Waitangi Treaty Grounds identity; CERA brand architecture for Christchurch.
About Principals
Principals is an independent brand strategy and identity company with offices in Auckland, Sydney and Melbourne.
We tackle the big branding issues of our times and create brands that are distinctive, genuine, desired and socially
engaged. We define, design and deliver compelling brand experiences and help clients embrace change through brand
strategy, identity, voice, and staff and customer engagement programs. We inspire our clients to achieve brand
leadership and we’ll see it through – from ideas to action.
We have been recognised regularly for the last eight years with awards at the international REBRAND™ Awards. We are now
the most awarded agency in Asia Pacific.