Name search goes on

The move is likely to throw a spanner into the works for the marketing team, which will now have to hold off on creating a logo and brand style guide for the building for at least a month.

That delay will also be felt by the architects who have to work that branding into the building.

Requa Cockburn was the recommended name put forward to councillors after the City’s administration had spent the better part of two years searching for the perfect moniker for its grand build at CCW. More than 200 names had been trimmed to one.

But councillors believed the decision should have been considered six months ago when deadlines were not as tight, and the public should have had more of a say.

Besides focus groups in December, most of the work was done by council staff in consultation with a brand professional.

In a lengthy debate a number of alternative recommendations were put forward.

Central ward’s Stephen Pratt was fourth in line but his suggestion that council defer naming the building so it could advertise the four proposed names – Requa Cockburn, Cockburn ARC, AVIVA Cockburn, and Stadium Central – was backed by elected members.

He said it would offer the wider community the chance to have their say while also building on the work already undertaken by the City and marketing professionals.

But with the stadium on schedule to open early next year, a name had to be chosen on Thursday to enable a logo and a brand style guide to be developed to meet a tightening deadline.

The style guide will inform the outfit of the interior of the facility, signage and future marketing material including posters, business cards, newsletters and the like.

Architects expect to receive a style guide by May so they can integrate the chosen branding into the building and avoid retrofitting.

To have your say, visit http://comment.cockburn.wa.gov.au/name.