Victoria University of Wellington spent nearly half a million dollars to rebrand its logo, shield and crest.

And opponents of the $466,367.87 "refresh" say it's a joke and a disgrace.

Wellington City councillor Nicola Young said the university was being "so deaf to what the city wants".

"This is a complete waste of money with a vice-chancellor who is completely out of touch.

READ MORE:

* Victoria University 'blatantly ignoring' everyone on name

* Victoria University confirms new names, logos

* Victoria University changing name all but officially

* Victoria University abandons plan to change name

"This is money that could have been put into students, into research and buildings ... if the university wants to improve its ranking then it should focus on its product not on its name," Young said. "It's a disgrace."

MONIQUE FORD/STUFF Victoria University of Wellington spent $466,367.87 on its brand "refresh".

Vice-chancellor professor Grant Guilford said the university was "very comfortable" with the balance of its expenditures.

By comparison, the university invested $23 million each year in student scholarships and $63m on student support services, he said.

In an Official Information Act response, the university said it expected expenses to be "more than recouped" through the gains it made as a result of the brand refresh.

Victoria University of Wellington Students' Association president Geo Robrigado said the association was "dismayed" at the spending, but "not surprised".

ROSS GIBLIN/STUFF Wellington City Councillor Nicola Young says she feels despair when she sees the university's new logo, shield and crest on signs in the city.

The money would have been put to better use if it went towards things "that matter more" - such as improved health and counselling services for students, and paying staff including cleaners and couriers a living wage.

Robrigado said the real disappointment was that there was "not much transparency" in the way the process had been handled by university executives.

There was a lack of clarity around whether the money was provided in part through students' fees, he said, which was of particular concern.

KEVIN STENT/STUFF National MP Nicola Willis says the university's rebrand has become a bit of a joke around the city.

National MP Nicola Willis said the rebrand had become a bit of a joke.

"It has become confusing, you've got Victoria University of Wellington in some places and then you've got something else in other places."

Willis felt the university had wasted money on the rebrand and the changes had become a distraction from its core business.

According to the university, the total cost of the brand "refresh" was 0.1 per cent of its overall expenditure, which averaged $487 million a year over the past two years.

"Tell that to the students who are struggling to pay fees for their halls and course fees ... every dollar should be spent wisely and I find it hard to see how this is wise expenditure," Willis said.

MONIQUE FORD/STUFF National MP Nicola Willis says the rebrand has caused confusion as some places had the new logo and others had different signs.

Wellington City councillor Fleur Fitzsimons said spending nearly half a million dollars was "inappropriate" and that the spending "flies in the face of the university's community".

"As a graduate, I would much rather the money was spent supporting students and on important research into the many challenges facing our country and the planet."

The university has been under fire over the past year by local politicians and students over its logo, crest and shield rebrand after its bid for a name change was rejected.

KEVIN STENT/STUFF Wellington City Councillor Fleur Fitzsimons says spending nearly half a million dollars on the rebrand is "inappropriate".

Rebranding began last year, with campuses sporting new signs and staff were given the green light to call the school "Wellington University", "Wellington's University" or just "Wellington".

Insight Creative, a communication and design agency, was commissioned to redesign the university's shield, crest and logo for $36,182.

ROBERT KITCHIN/STUFF In the past, the university's rebrand has been called a "name change by stealth".

There had not been any "significant investment" in its logo since the early 2000s, the university said in its response.

There was also a change to the university's website URL from "victoria" to "wgtn", which cost $4819.

The school had been planning the refresh since January 2019 and it was designed to "emphasise the 'Wellington' in the university's name", the response said.

MONIQUE FORD/STUFF The university's rebrand kicked in recently with a new logo, shield and crest. The university's website URL had also changed from "victoria" to "wgtn".

"The brand has evolved during the long lifetime of the university. Reviewing and refreshing it to ensure it is effective and reflects our identity is a continuous process."

A spokeswoman for Education Minister Chris Hipkins said as long as it was meeting its legal obligations, branding was a matter for the university.