A new smiley face logo for the Porirua City Council cost ratepayers $98,000, an Official Information Act (OIA) response received by the New Zealand Taxpayers' Union confirms.



The logo, which the Taxpayers' Union is describing as a "limp and childlike smiley face", was unveiled in April.

The union is questioning the value of the brand makeover. In a statement, the union said: "When Porirua ratepayers gaze long enough into the face, the council's five percent annual rate hikes gaze back".

"Councils do not need to engage in corporate branding exercises."

The statement continues: "Unlike businesses, councils are monopoly service providers and do not need to market themselves to their ratepayers, who are already a captive audience".